Questions 1. From a management perspective, do you think the college football ex
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Questions
1. From a management perspective, do you think the college football expenditures by BWW are warranted? Why?
2. From a marketing perspective, do you think the college football expenditures by BWW are warranted? Why?
3. From a finance perspective, do you think the college football expenditures by BWW are warranted? Why?
4. Management, marketing, and finance executives do not always agree, so how could differences in opinion be resolved?
5. As BWW spends more on advertising, does its breakeven point go up or down? Illustrate.
One answer to this question is that they work for Buffalo Wild Wings (BWW). Founded in 1982 and headquartered in Minneapolis, Minnesota, BWW is a fast-growing owner, operator, and franchisor of restaurants featuring Buffalo- and New York-style chicken wings and more. the menu offers 21 signature sauces and seasonings with flavor sensations ranging from Sweet BBQ to Blazin’. Each res- taurant features an extensive multimedia system for watching favorite sporting events. the company has received hundreds of “Best Wings” and “Best Sports Bar” awards from across the country. there are currently more than 1,100 Buffalo Wild Wings locations in the United States, Canada, and Mexico.
Management, marketing, and finance executives at BWW recently celebrated the college foot- ball bowl season by sponsoring the inaugural BWW Citrus Bowl on New Year’s Day. the com- pany launched the “Million Dollar Bowl Pick ’Em Challenge,” whereby from December 8 through December 19, guests can visit the GameBreak gaming platform in BWW restaurants and, on their mobile devices or desktop, pick the winners of all 39 college football bowl games. If a guest picks all games correctly, he or she will win $1,000,000, and if there is no million-dollar winner, the player with the most correct picks will win $10,000. Also, as a promotion, customers can access the GameBreak app and play a game called “Gametime Pick ’Em.” this game asks fans to predict the winner of any bowl game yet to be played for a chance to win B-Dubs prize packs, which include a $125 BWW gift card and additional Dr Pepper merchandise.
During the recent BWW Citrus Bowl, when the Missouri tigers played the Minnesota Golden Gophers, thousands of fans made their local Buffalo Wild Wings their headquarters to “tablegate” and enjoy the game with flavorful wings, cold beverages, and an all-day, in-restaurant GameBreak Live competition. Guests competed to score the most points on GameBreak Live—earning triple points during the BWW Citrus Bowl (1 pm to 4 pm Et). the guest earning the most points that day won a grand prize trip for four to the 2016 BWW Citrus Bowl, while those who came in 2nd through 75th received a $50 BWW gift card.
Buffalo Wild Wings had significant brand presence during the game—for example, 100 kids from the local Orlando Boys and Girls Clubs received tickets to the game to be a part of the action. Between quarters during the game, BWW presented its annual contribution to their charitable partner, the Boys and Girls Club of America. Buffalo Wild Wings President and CEO, Sally Smith, presented the win- ning team with the newly designed BWW Citrus Bowl trophy.
Explanation / Answer
1. From a management perspective, do you think the college football expenditures by BWW are warranted? Why?
Management is the authority in any organization which approves the strategies at larger level, marketing and promotion strategies also being one of them. Without management approving the expenditures could not be done.
The management definitely have a vision and that is why they have permitted the expenditures to be done on college football. The college football expenditures help the brand remain in the minds of young customers which will remain in their minds till they live. The company associate itself too much with sports and by being visible at college football events the company is proving its point.
2. From a marketing perspective, do you think the college football expenditures by BWW are warranted? Why?
Yes, from a marketing perspective the college football expenditures by BWW are justified because it is creating an image of the brand among people as well as the very punch line of BWW says "Wings. Beer. Sports" which is also seen by the people. The job of marketing department is to aware people about the offerings you have, by being present at small events like college football events shows the people that there is a company which have arrangements of food and drinks with sports for the people who are interested in such events.
BWW is an innovative company and attracting customers from events like college football is its strategy which is paying off to them.
3. From a finance perspective, do you think the college football expenditures by BWW are warranted? Why?
Finance department is more concerned in decreasing the expenses as it is its primary job, college football expenditures may look much expensive to the finance department of the company and they may not consider it justified.
Since the function of Finance is much different from the Marketing they may also suggest the management to decrease the expenses on such events. From the perspective of finance department the expenses on college football is not much justified although if the overall goal of BWW is to increase revenue and number of customers and all the departments of the company are in line the expenses would not be much of a problem.
4. Management, marketing, and finance executives do not always agree, so how could differences in opinion be resolved?
The above statement is very true as the goal of management and the other two departments are different they do not agree very easily on a single point, marketing may demand more funds for advertising and promotion whereas finance may not see the need of more advertising expenditures.
The differences could be resolved by setting a goal for the overall organization and communicating it to all the departments. The responsibility of success and failure of a plan set by the management should be on all the departments and the departments should be asked to work in harmony.
Also frequent and regular interdepartmental meetings should be kept to overcome any differences between departments.
5. As BWW spends more on advertising, does its breakeven point go up or down?
More advertising means more expenditure which will ultimately bring the operating cost of BWW u and which in turn will increase the amount required for breakeven.
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