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Malmstrom Air Force Base Officers' Open Mess: a Oblempr Analysis and Market Study

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Malmstrom Air Force Base Officers' Open Mess: a Oblempr Analysis and Market Study University of Montana ScholarWorks at University of Montana Graduate Student Theses, Dissertations, & Professional Papers Graduate School 1988 Malmstrom Air Force Base Officers' Open Mess: A oblempr analysis and market study John L. Barry The University of Montana Follow this and additional works at: https://scholarworks.umt.edu/etd Let us know how access to this document benefits ou.y Recommended Citation Barry, John L., "Malmstrom Air Force Base Officers' Open Mess: A oblempr analysis and market study" (1988). Graduate Student Theses, Dissertations, & Professional Papers. 8842. https://scholarworks.umt.edu/etd/8842 This Thesis is brought to you for free and open access by the Graduate School at ScholarWorks at University of Montana. It has been accepted for inclusion in Graduate Student Theses, Dissertations, & Professional Papers by an authorized administrator of ScholarWorks at University of Montana. For more information, please contact [email protected]. COPYRIGHT ACT OF 1976 This is an unpublished m a n u s c r i p t in w h i ch c o p y r i g h t SUBSISTS. Any further r e p r i n t i n g of its c o n t e n t s m u s t be APPROVED BY THE AUTHOR. Mansfield Library University of Montana Date : 1 9 8 8 MALMSTROM AIR FORCE BASE OFFICERS* OPEN MESS: A PROBLEM ANALYSIS AND MARKET STUDY By John L. Barry B.B.A., University of Notre Dame, 1984 Presented in Partial Fulfillment of the Requirements for the Degree of Master of Business Administration University of Montana 1988 Approved by hairman. Board xaminers Deanaduate School _____ Date f / UMI Number: EP39643 All rights reserved INFORMATION TO ALL USERS The quality of this reproduction is dependent upon the quality of the copy submitted. In the unlikely event that the author did not send a complete manuscript and there are missing pages, these will be noted. Also, if material had to be removed, a note will indicate the deletion. UMT DisMTtnftiorv Pubdishing UMI EP39643 Published by ProQuest LLC (2013). Copyright in the Dissertation held by the Author. Microform Edition © ProQuest LLC. All rights reserved. This work Is protected against unauthorized copying under Title 17, United States Code ProQuest ProQuest LLC. 789 East Eisenhower Parkway P.O. Box 1346 Ann Arbor, Ml 4 8 1 0 6 -1 3 4 6 TABLE OF CONTENTS PAGE LIST OF TABLES AND FIGURES...................... i ACKNOWLEDGEMENTS.......................................... ii CHAPTERS I. INTRODUCTION............................................... 1 Background................................................ 2 Organization.............................................. 3 Funding.................................................... 5 Malmstrom Officers* Open Mess......................... 8 II. REVIEW OF LITERATURE...................................... II use Study................................ 11 III. FINANCIAL ANALYSIS....................................... 16 Current Outlook.......................................... 16 Possible Solutions....................................... 21 Fixed Expenses.......................................... 22 Contribution Margins................................... 24 Sales Revenues.......................................... 25 Summary.................................................... 30 IV. METHODS OF RESEARCH...................................... 31 Survey Development....................................... 31 Sample Selection......................................... 32 Study Design........................................... .. 33 LIST OF TABLES AND FIGURES TABLES PAGE 1. Segmented Income Statement........................... 17 2. Fixed Expenses Per Member............................. 23 3. Comparative Sales Data................................ 27 4. Comparisons of Population and Sample............... 36 5. Percent Frequency Distributions..................... 40 6. Measures of Central Tendency......................... 42 7. Percent Frequency Distributions Questions 14-21... 43 8. Percent Frequency Distributions Questions 11-13... 46 9. Percent Frequency Distribution Cross-Tabulation Times per Month at the Officers* Club............... 47 10. Percent Frequency Distribution Cross-Tabulation Times per month at off base restaurants........... 48 11. Hypothesis Test for a Single Mean Questions 1-13. 51 12. Hypothesis Test for Two Means Lieutenants versus Captains......................... 53 13. Hypothesis Test for Two Means Questions 1-10 Active Duty versus Retired........................... 55 14. Hypothesis Test for Two Means Questions 18,19.... 56 FIGURES 1. Small Open Mess Organizational Structure......... 4 ACKNOWLEDGEMENTS I greatly appreciate the advice regarding the customer survey provided by Colonel Richard Keen, Wing Commander, 341 SMW, and Colonel Edward Burchfield, Vice Wing Commander, 341 SMW. I would like to thank Mr. Thomas Bradshaw, Non-Appropriated Funds Manager, and his staff, for their assistance in gathering scarce information. I would also like to thank Mr. Robert Wiley, Officers* Open Mess Manager for his recommendations and advice. Mr. Marty Melander was particularly helpful in lending his expertise in the use of personal computers in statistical analysis. Finally, thanks to S.A.B., whose commitment and support has been indispensable. ii ACKNOWLEDGEMENTS I greatly appreciate the advice regarding the customer survey provided by Colonel Richard Keen, Wing Commander, 341 SMW, and Colonel Edward Burchfield, Vice Wing Commander, 341 SMW. I would like to thank Mr. Thomas Bradshaw, Non-Appropriated Funds Manager, and his staff, for their assistance in gathering scarce information, I would also like to thank Mr. Robert Wiley, Officers* Open Mess Manager for his recommendations and advice. Mr. Marty Melander was particularly helpful in lending his expertise in the use of personal computers in statistical analysis. Finally, thanks to S.A.B., whose commitment and support has been indispensable. ii CHAPTER I INTRODUCTION The Malmstrom Air Force Base Officers’ Open Mess (OOM) has had difficulty maintaining profitability over the past year. Compared to other bases in the Strategic Air Command (SAC) Malmstrom’s OOM has the highest percentage of eligible active duty officers as members. Despite this accomplishment, Malmstrom was among the least profitable SAC bases through the third quarter of 1987.^ Part of the reason for this poor financial performance has been a reduction in sales. According to Bob Wiley, manager of the OOM, it is the chief problem.2 This study examines the magnitude of this revenue reduction and the impact it has had on the main operating segments of the OOM, A market analysis was also conducted in an effort to determine the causes of, and possible solutions to, the drop in sales. ^William D, Reilly, ed, Open Mess Comparative Analysis Summary-3rd Qtr,, FY 87 (August 1987): 3, 8, ^Mr. Robert Wiley, manager. Officers’ Open Mess, interview by author, Malmstrom Air Force Base, September, 1987, 2 Background Air Force Open Messes are established on Air Force installations and constitute a vital part of the Morale, Welfare, and Recreation (MWR) Program. Normally the Open Mess is operationally divided between an NCO club, which primarily serves enlisted personnel and noncommissioned officers, and an Officers* Club which caters primarily to officers. In addition to providing food, beverage service and entertainment for its members, the Open Mess also functions as a center for social events, protocol, and community relations. Membership in the OOM, or Officers* Club, is limited to certain military and civilian personnel. Active members often provide the majority of the members. Those eligible for active membership are active duty commissioned officers permanently assigned to an Air Force base. Associate and honorary membership is extended to adult dependents of Air Force officers, retired officers, disabled veterans. Department of Defense civilian employees, and others as specified in Air Force Regulation 215-11.^ Other individuals such as visiting officers in temporary duty status, visiting retired officers and guests also use the club on a non-member basis 3hq AFMPC, Directorate of MWR, Open Mess Division, Mora le, Welfare,and Recreation Air Force Open Mess Program (Washington, D.C.: Department of the Air Force, 20 June 1985), 8. Organization Responsibility and line authority for the OOM is defined in detail in Air Force Regulation 215-11. Responsibility is essentially divided between the Base Commander, the Chief of MWR, and the OOM manager. Figure 1 gives an overview of organizational responsibilities. The base commander ensures that open mess activities and policies are in harmony with other Air Force policies. Some of his responsibilities include approving hours of operation and memberships, ensuring compliance with Air Force alcohol policies, and maintaining wholesome standards at parties and social functions.^ The Chief of MWR supervises the Open Mess. Some of his major duties include comparing financial needs with budgets, providing necessary support for the manager, and briefing the advisory committee on open mess matters. This individual also ensures that the OOM manager receives the training necessary to perform his duties. The club manager is responsible for the day to day operations of the OOM. His duties are quite broad, but some of the most important include receiving and distributing funds and assets, budgeting, and development of employee training programs. The manager must also schedule entertainment and social functions, and set prices for all 4lbid., 21. Figure
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