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Case 5
The Hunt Room: Change the Concept or Just the Décor?
This case can be used with Chapter 5, Marketing Information Systems, or Chapter 9, Product
Policy. For Chapter 5 the instructor should focus on the research process and how research can
be used to solve this problem. For Chapter 9 the instructor can use this case to show how the
product development process can be applied.
Chapter 9
1. If you were the general manager, what process would you go through to determine a
new concept for the Hunt Room?
Management needs to collect information from the membership. The existing customers of the
2. What information would you seek? Where would you find this information?
Management would want to find out how the members feel about the Hunt Club and what type of
3. What makes restaurant concepts grow out of favor? How often should the concept for
a room be changed?
Environmental factors such as changes in food preferences and environmental preferences cause
4. Should club restaurants compete with local restaurants?
5. Brainstorm to come up with possible concepts for the Hunt Room. You should include
décor and menu ideas. Students should come up with some interesting ideas.