The assistant manager proposes increasing sales through consistent sampling twice daily Monday through Friday. The store has experienced sluggish sales over the past five months with significant losses each four weeks. Three options to increase profits include more advertising through sampling, reducing food costs, or adjusting the labor schedule. The strategic option recommended is a strict sampling schedule to educate customers, establish the brand's credibility, and utilize repeat advertising to drive increased awareness, revenue, and large catering orders. While there are risks of losing new customers and higher costs, consistent sampling is expected to lead to higher weekly sales.

1. PROPOSAL TO INCREASE CURRENT
SALES
Delivered to the Store Owners, District Manager, and Marketing
Manager
July 8, 2014
Max Collins, Assistant Manager
allstarmax13@yahoo.com

2. OVERVIEW: SALES SLUMP
• Sluggish sales after being open five months
• Significant losses each four weeks

3. INTRODUCTION
• Jimmy John’s: Sub shop established in 1983
• Purpose:
• In shop: Provide 30 second sandwiches to customers
• Delivery: Provide deliveries within five to fifteen minutes of the
order

4. THE CURRENT SITUATION
• Stagnant sales
• Inconsistent sampling

5. KEY SUCCESS FACTORS
• Freaky fast service:
1. In shop customers: Receive sandwiches in 30 seconds or less
2. Delivery customers: Receive order in around 15 minutes or less

6. ANALYSIS OF ALTERNATIVES
• Three alternatives to produce a profit:
1. Increase advertising via sampling
2. Reduce current food costs
3. Create a new schedule to reduce labor cost

7. STRATEGIC OPTION
• Sample twice a day, Monday through Friday, to increase
brand awareness:
• Educate customers
• Establish credibility
• Utilize repeat advertising

8. BENEFITS OF STRATEGIC OPTION
• Increased brand awareness
• Increased revenue
• Large catering orders

9. RISKS OF STRATEGIC OPTION
• Loss of new customers
• Increased food and labor
costs

10. FINAL RECOMMENDATION/ CALL TO ACTION
• Follow a strict sampling
schedule at this store.
Consistent sampling will
lead to increased weekly
sales.

11. REFERENCES
• Shwom, B. & Snyder, L. (2014). Business communication: Polishing your
professional presence (2nd ed. Pp. 296-301). Pearson: Upper Saddle River,
New Jersey.
• Jimmy john’s history (2014). Retrieved from:
https://www.jimmyjohns.com/company/history/
• Jimmy john’s: Operations and management (2014). Retrieved from:
http://enterprise.jimmyjohns.com/MMS_Logon.aspx
• Six ways advertising increases sales (2013). Retrieved from:
http://www.frontpagepr.com/advertising/ways_advertising_can_increas
e_sales.asp