THE SLEEP WELL MOTEL

CASE STUDY

PRESENTED BY: S. FAIZAN ABBAS ARSLAN HAIDER

The Sleep Well Motel

In April 1990, Will Shelton was evaluating information received from the owner of a motel that was for sale in Fort Morgan, Colorado. Will had answered an ad in the Wall Street Journal under the heading Business for Sale. To Wills surprise, he received a call directly from Hank Bennington, the owner of the Sleep Well Motel of Fort Morgan, Colorado. During the conversation, Mr. Bennington described his motel and his reason for wanting to sell. He also described the many advantages of living in Colorado and promised to send Will more information on his company. The next day an overnight package of information arrived at Wills home.

Background on Will Shelton

At 44 years of age, Will felt that he had climbed the corporate ladder about as high as he was likely to go. He also had doubts about remaining in a large corporation for the rest of his working life. The present position Will held was director of marketing research for a large electronics corporation located in Houston, Texas. Despite the title, Will felt his position was not satisfying..

Background on Will Shelton

Marketing research in an industrial company just isnt very exciting or personally rewarding; in fact, its downright dull. This statement pretty well summarized Wills feelings. Although Will had been trained as an engineer, he discovered that engineering wasnt his primary interest and began to move into marketing

Background on Will Shelton

When the position of marketing research director opened in his company, Will applied and was elated when he learned he had received the position. In reviewing this move, Will stated that he believed the fact that he had recently completed an MBA during part-time studies had helped him to obtain the position.

Background on the sleep well motel

As will began to pill his thoughts together, he reviewed what he had already learned about the sleep well motel. This information had been gained through a telephone conversation with Mr. benningtion plus sales literature and a brief historical sketch that had been included with data sent by Mr. bennington. . .

Reasons for selling

In the telephone conversation Mr. bennington stated he had recently lost his wife in a tragic car accident. Since that time he had been unable to concentrate on the business and now wanted to return to his home state of Illinois to be near his sons family. In addition, Mr. bennington admitted that he felt ill at ease in the field of marketing and felt the company would need strong direction in that area. He want on to say that will should be a natural to manage this type of business. . .

Q: Discuss the pros and cons of will Shelton owing and operating the sleep well motel?

pros The motel had eighty rooms and had been affiliated with a chain several years ago. Possibility of living in Colorado and being his own boss. The property was located off U.S. highway 76, which carried traffic between Denver and Nebraska. Mr. bennington said he had a dependable night clerk but served as the manager/front desk clerk himself during the day.

cons
The motel had been affiliated with a chain several years ago but was no longer associated with this company. Mr. bennington did not have data concerning the profile characteristics of his customers. The motel did not have an attached restaurant. He said that dependable maid service was a problem for all the motels in the area, and his was no exception

Q: Do you believe that wills marketing/marketing research background will be of great assistance to him in running this motel.

Yes, because the present position Will held was director of marketing research for a large electronics corporation located in Houston, Texas. Although Will had been trained as an engineer, he discovered that engineering wasnt his primary interest and began to move into marketing. When the position of marketing research director opened in his company, Will applied and was elated when he learned he had received the position. . In reviewing this move, Will stated that he believed the fact that he had recently completed an MBA during part-time studies had helped him to obtain the position.

Q: Why do you suppose mr. bennington said that wills marketing background would be a real benefit?

Because he is already director of marketing research in company, and he discover that his main interest is not in engineering but in marketing. He achieve the seat of director marketing by learning and doing MBA in his part time.

Q: What kind of marketing/sales tactics are best suited for a motel such as the sleep well motel?

Offer the lowest prices to their guests. low cost business promotion techniques Promote on social media customer surveys