Reference no: EM132831037
Case Analysis The Changing Role of Funeral Homes
Mike Fallon had looked forward to going home for Christmas. He was about to graduate from a large state university with a degree in accounting and a minor in information technology. Since he wanted to work in a Certified Public Accountant (CPA) firm's tax division, he had even taken a retailing class. After all, he would be dealing with retail customers with his tax work. Still, the last thing he wanted to make at Christmas was discuss school subjects. However, that is just what happened when the family got together for Christmas dinner at his uncle's home.
Mike's mother's youngest brother was a church deacon, and somehow he changed the subject to the fact that so many non-parishioners wanted to use his church for weddings. Most of these requests were declined because of the demand by his current members. Somebody mentioned that with the number of people without church affiliation increasing across the county, she had a number of wedding chapels being built in middle - to larger - sized cities. That's when uncle Bob took you back to your school work, especially that retailing class.
Uncle Bob was the family's funeral director. He and his two sons owned and operated the only locally owned mortuary in a city of 75,000. Over a past decade, he pointed out his business had been radically changed. No longer do folks want a traditional funeral, complete with casket and burial at the local cemetery. Now, a third of all funerals involved a no-frills cremation and maybe a social "event" instead of a religious service. Since he is planning to remodel he wants to know what you think about his "scrambled merchandising" idea.
Bob then explains that he is thinking of eliminating the chapel with its stained glass and pews and using the space for a multi-purpose "family center" complete with a catering kitchen in the back where the flower room used to be and adding a 12 foot screen for multimedia memorial presentations. In addition, he wants to partner with a law firm to assist families with estate planning and making wills. Finalyy, he questions whether he should just remodel the chapel with its current drab entranceway in to something brither and cheerful, complete with an entry way removed from the funeral home. By doing so, he could use the chapel for weddings for the couples who were unable to locate a church.
Questions
1. Do you think couples would mind being married in a chapel located near a funeral home, even if it had a separate entrance and was beautifully decorated?
2. What would happen to those families who want a traditional funeral in a chapel? Would your uncle lose their business?
3. What other creative ideas would you suggest to your uncle?
4. What other data would you suggest to your uncle consider before making any decision?
5. What should your uncle do?
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