Case Name :      Lake Superior Lodge: It’s Not Always About

Authors :           Ahmed Maamoun

Source :             Ivey Publishing

Case ID :            W14087

Discipline :        General Management

Case Length :    07 pages

Solution Sample availability : YES

Plagiarism : NO (100% Original work)

In mid-January 2013, the owner of Lake Superior Lodge and its newly appointed manager were meeting to figure out a marketing plan to turn things around at the motel. The owner, who was born and raised in Duluth, Michigan, bought Lake Superior Lodge primarily because of its location. The property sat on the scenic North Shore of Lake Superior between Duluth and Two Harbors. Ten years later, however, the motel had yet to turn a profit. The manager was hired in late 2012 to operate the motel and to increase its profitability. If he could not make this happen, the owner would have no choice but to sell the property and move on.