The Pub: Survive, Thrive, or Die Individual Case Write-Up

Overview The Pub, formally know as the Tantramarsh Club, is located on the campus of Mount Allison University in Sackville, New Brunswick, Canada. The Pub operates as a separate entity from the University, yet at the discretion of the University. Jonathan “Scooter” Clark has been The Pub’s manager since 1993. As of 2008, The Pub is moving to a new location. Because of financial difficulties and the changing external environment, Scooter and the board members are facing crucial decisions regarding the direction of The Pub. The Pub is considered a symbol of tradition on campus for both current students and alumni, with its location in a small town, this allows for less competition. With the Pub’s location on campus, The Pub is required to comply with regulations set forth by the University, leaving it without the ability to advertise drink specials or make upgrades without approval. This also means that the students are their main customer base. Because The Pub is operated as non-profit and its ideal location, this allows students not only the lowest prices in alcohol, but the ability to walk home and not drive drunk. The Pub’s website makes it easy for student’s to plan which nights they want to attend based on entertainment. Scooter’s social standing within the community has played a big role in the flow of traffic due to his strong ties to the community. The Pub is expecting to move to a new location in August that will offer an opportunity for a fresh start including newer facilities, the ability to change the atmosphere and attract a new target market (conference attendees and professionals). Unfortunately, The Pub has been experienced financial difficulties over the past several years and the chances of it turning a profit in the future is tentative. The Pub’s is expecting the