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Friday Night Lights
Case Study Background:
Sam Allen is a parent of several
students at Mattson Area High School in a small community southwest of Dallas,
TX. He is investigating different ways to finance his daughter’s first year at
Southwest Texas State University – and he is considering leasing a food booth
outside the Mattson Area HS stadium at home football games this fall.
Football is a big family activity on
Friday nights throughout most high schools in Texas. In fact, at least one TV
series and several movies have been made depicting the strong interest in high
school football in Texas. Mattson Area is one of the larger high schools near
Dallas and has a football stadium with a seating capacity of over 20,000 (Yup,
that’s right!!!).
Like most high schools, Mattson Area
typically sells out every home game, and Sam knows from attending the games
himself that everyone comes to the stadium to do two things: go crazy cheering
during the game and stuff themselves with food. He has to pay $1,000 per game
for a booth, and the booths are actually not very large. Vendors can sell
either food or drinks on Mattson Area but not both. This seems to be a strange
rule to Sam – but he has to go with the flow on this. Only the Mattson Area
athletic department concession stands can sell both inside the stadium. He
thinks that he should bet on several key food items that are typically the most
popular with the fans and has even given them special names: cheese pizza
(Sam’s Cheesy Pizza), hot dogs (Sam’s Red Hots), salted soft pretzels (Sam’s
Salted Dough), and barbecue sandwiches (Sam’s Hot and Sassy Sandwiches). He is
planning just to sell these four items.
Most food items are sold during the
hour before the game starts and during half time; thus it will not be possible
for Sam to prepare the food while he is selling it. He must prepare the food
ahead of time and then store it in a warming over. For $1,200, he can lease a
warming oven for the six-game home season. The oven has 8 shelves, and each
shelf is 3 feet by 6 feet. He plans to fill the oven with the four food items
before the game and then again before half time.
Sam has negotiated with a local
pizza delivery company to deliver 16-inch square cheese pizzas twice each game
– 2 hours before the game and right after the opening kickoff. Each pizza will
cost her $10 and will include 8 slices. He estimates that it will cost him
$0.90 for each hot dog (hot dog, bun, and condiments), and $2.00 for each
barbecue sandwich if he makes the barbecue himself the night before the game.
The soft pretzels are likely to cost about $0.75 per pretzel.
He measured a hot dog and found that
it takes up about 16 square inches of space, whereas a barbecue sandwich takes
up about 25 square inches of space. He would only put whole pizzas into the
warming over; not a fraction of a pizza. He also finds that the soft salted
pretzel take up about 20 square inches of space. He plans to sell a slice of
pizza for $2.50, a hot dog for $3.00, a soft pretzel for $2.00, and a barbeque
sandwich for $5.00.
Sam had $2,500 in case available to
purchase and prepare the food items for the first home game; for the remaining
five games he will purchase his ingredients with money he has made from the
previous game. He has decided that each game should be self-sufficient for food
costs and that his food costs should not exceed $2,500 per game.
Sam has talked to some students and
vendors who have sold food at previous football games at Mattson Area as well
as other high schools. From this he has discovered that he can expect to sell
at most as many slices of pizza (Sam’s Cheesy Pizza) as hot dogs and barbeque
sandwiches combined. He expects to sell at least twice as many barbecue
sandwiches (Sam’s Hot and Sassy Sandwiches) as he will sell hot dogs (Sam’s Red
Hots) as he has a reputation for fantastic barbecue sandwiches. He expects to
sell almost as many soft pretzels as he does barbeque sandwiches but he is not
certain of the market for Sam’s Salted Dough. Being the rather optimistic
salesman that he is, Sam believes that he will sell everything he can stock and
develop a customer base for the season if he follows these general guidelines
for demand.
If Sam clears at least $1.500 in
profit for each game after paying all his expenses (food, booth rental, oven
rental – all on a per game basis), he believes that it will be worth leasing
the booth.
Case Study Specific Requirements:
- Formulate and solve a linear programming model for Sam
that will help you to advise him if he should lease the booth.
- If Sam were to borrow some money from a friend before
the first games to purchase more ingredients, could he increase his
profit? If so, how much should he borrow and how much additional profit
would he make? What factor constrains him from borrowing even more money
than this amount (indicated in your answer to the previous question)?
- If Sam were to rent a larger oven to preheat his food,
could he increase his profit? If so, by how much would he increase his
profit per sq. inch of oven? How much additional profit would he make if
he increased the oven size by 10%? Explain your answers using the
appropriate information from QM for Windows.
- When Sam looked at the solution in (A), he realized
that it would be physically difficult for him to prepare all the hot dogs
and barbecue sandwiches indicated in this solution. He believes that he
can hire of friend of his to help him for $150 per game. Based on the
results of (A) and (B), is this something you think he could reasonably do
and should do?
- Sam seems to be basing his analysis on the assumption
that everything will go as he plans. What are some of the uncertain
factors in the model that could go wrong and adversely affect Sam’s
analysis? Given these uncertainties and the results in (A), (B), and (C),
what do you recommend that Sam do?
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