Xavier University-Ateneo De Cagayan

School of Business and Management

A Case Study of the Changing Role of Funeral Homes

In Partial Fulfilment of the Requirements for MrkMn 7; Retail Management

Submitted to:

EnP Edgardo A. Palasan MBA, REB, REA

Submitted By:

Abedin, Alrafie

Almonte, Arthur Mark

Aton, Mirah

Babate, Paul Steven

Bagongon, Reggielou

Ybanez, Honey Joy

July 10, 2020

 Chapter 1: Perspectives on Retailing
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 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 do 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 no 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 seen 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 the 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 multipurpose ‘‘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. Finally, he questions whether he should just
remodel the chapel with its current drab entranceway into something brighter and cheerful,
complete with an entryway 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.
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