Sleep Well Motel

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Case Study #1
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 Will’s 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 Will’s home.
Background on Will Shelton
At 44 years of age, Will felt that he had
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In addition, Mr. Bennington said he wanted to be perfectly candid. He said that after the car accident he failed to keep as close a watch on the business as he should have. 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 went on to say that Will should be a “natural” to manage this type of business.
After skimming the material, Will became increasingly enthused about the possibility of owning and managing this motel. He knew there were many additional questions he would need to ask in his next phone conversation. At the moment, the most exciting part was the possibility of living in Colorado and being his own boss. Will knew he would have to develop a list of penetrating questions to ask Mr. Bennington and also knew he needed to study the financial sheets in detail. That could come later. For the moment, Will was picturing himself on the slopes of Colorado’s beautiful mountains gracefully skimming down the snow.
1. Discuss the pros and cons of Will Shelton owning and operating the Sleep Well Motel.

2. Do you believe that Will’s marketing/marketing research background will be of great assistance to him in running this motel? Why or why not?

3. Why do you suppose Mr. Bennington said that Will’s marketing background would be a real

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