Program News HPU Students Consult Small Businesses Last spring, HPU instructor Bob Sigall’s Management 6230/3230 course helped students gain real-world experience by consulting local businesses including Jimmy Buffett’s Margaretville restaurant in Waikiki, and Mountain Apple Company, Hawaii’s largest record company. “I [used] real Hawaii companies and nonprofits that have problems and challenges,” said Sigall. He has been bringing in two or three companies and nonprofit organizations to his classes each semester, where the students serve as business consultants performing research and writing promotional and strategic plans. First the students went on a company visit and met with the managers at Jimmy Buffett’s to learn about the company’s needs and concerns. Their next step was to conduct research, for which the students interviewed over 300 guests and asked various questions pertaining to the restaurant. After the students had a few weeks to analyze the research, with their gained consumerinsight, the consulting teams designed and wrote strategic plans to be presented to the business managers. At the final presentation to Jimmy Buffett’s management, the students explained their findings and ideas for improvements to the GM and her two top managers. Also in attendance were three staff members from Outrigger Hotels, who all thought the students’ ideas were excellent. At the end of the presentation, the class and managers sang “Margaritaville,” accompanied by an instructor on ukulele. Outrigger Hotels then treated the class to dinner at the restaurant. “It was extremely helpful. They really touched on a lot of aspects that we as a management team have been talking about and put new light to it and new approaches that we didn’t see as a team,” said sales coordinator Randy Caleskie, about the
student’s research and presentations. The project also included the students’ creation of new marketing materials ranging from promotional fliers, signs, ads, coupons, brochures, and press releases. Furthermore, last semester was the first time Sigall’s class ventured into the realm of video. Each student had to create at least two YouTube videos for the restaurant or adjoining Surfing Museum. Some of the top ideas that impressed the business were: four custom-designed drinks to serve on the Lanai, including a “Lanai Tai,” along with a “Things to Do in Waikiki” souvenir placemat, and a guest feedback card that had a tear-off postcard of Jimmy Buffet attached. The idea to arrange the lanai into eight areas, with each area representing a major Hawaiian island, was also well-received. Jimmy Buffett’s staff also learned a lot from the HPU students on how to improve their website. After taking a look at the company website, students found that the word “Waikiki” was not one of their key words and then created lists of keywords and phrases they felt needed to be associated to the site. “The students have a fresh pair of eyes; they have a distance from the business,” Sigall said. “They are aware of their generation and they’re familiar with the web. The people in the business community grew up without computers, so students have a lot of input.” Bob Sigall has been teaching in the College of Business since 1998 and his classes have helped over more than local companies and nonprofits. “It’s a win-win-win situation. The companies get fresh ideas for their issues and challenges. The students get to help real-world companies and build a portfolio of materials they can show to job interviewers,” said Sigall, who offered a similar course, Marketing 6500, in Summer II.
Some of the business companies HPU students have written marketing plans for include: Waikiki Beach Walk retail stores Zippy’s Maui Brand Sugar (A&B) Mountain Apple Co. Jimmy Buffett’s Restaurant Island Divers Pacific Edge magazine Wahoo’s Fish Tacos Hawaii Self Storage
Fisher Hawaii Wyland Galleries Vera Wang Boutique Natsunoya Tea House Windward Mall Hawaii Business magazine Kreative Kama’aina Hawaiian Islander Arena Football
Some of the nonprofits HPU students have written marketing plans for include: Waikiki Aquarium The Girl Scouts Visitor Aloha Society Read Aloud America St. Andrew’s Cathedral
Muscular Dystrophy Association HPU Athletics Hawaii Theatre Junior Achievement
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