Fleetway: Where the Fun Never Stops
(8 pages of text)
In 2018, the vice-president of operations at Fleetway set out to make some decisions regarding the company’s future strategy. Fleetway, a family entertainment centre in London, Ontario, was a popular destination for family fun. With a new entrant in the region and a few expansion opportunities to choose from, the vice-president had to decide whether adding go-karting or an escape room presented the best opportunity for future success. Doing both was feasible too, but should Fleetway become a premium service offering or remain in its current space? The expansion could better position the company for future success because most family entertainment centres had slowly moved toward a premium service mix, as represented by a new local competitor. Should Fleetway move toward a premium service offering or remain operating in its current space?
This case is best suited for a managerial accounting or strategy course at the undergraduate level. The case may serve as a comprehensive case or be used as a testing point. For correct analysis of this case, students should have a solid understanding of basic business analysis tools and the ability to apply them. After completion of the case, students will be able to
- complete analyses of industry and government policy, consumers, and competition;
- draw implications from historical qualitative facts relevant to the decisions in the case;
- analyze the mechanics needed to build a statement of cash flows, differential cash flow, and segment report; and
- evaluate the options, choose the most suitable future-oriented solution of the case, and make sound recommendations.
Arts, Entertainment, Sports and Recreation
Canada, Small, 2018
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