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Juliana Jordan
Dr. Matthew Cox
ENGL 3880 602

Case #1: Recommending Actions

Research Report
Executive Summary
This report was created with the purpose of examining the long- and short-term
advantages and disadvantages of changing the name of our firm. The examples which will be
considered include restaurant franchise Highway 55 (formerly Andys), Disc-o Fever Golf (now
To Score a Condor), Disc Golf, Inc. (renamed Discover Disc Golf, LLC.), and Davids Disc Golf
(currently Disc Golf World). The owners of this company will use this report to to convey their
decision of whether or not to change the company name.
Introduction
Our firm has expressed desire to expand into other states within the United States. However,
there are risks associated with use of the name PeeDees Disk Golf, Inc. which may incur
charges of trademark infringement. The restaurant chain Highway 55 (formerly known as
Andys) changed its name prior to expanding past the borders of North Carolina to prevent
accusations of trademark infringement (Cox, Frost and Eble). As a result, Highway 55 has
successfully expanded to multiple franchises, yet customers have difficulty adapting to the new
name.
Changing the firms name would require an extensive campaign to encourage use of the new
name within the organization. To Score a Condor, once known as Disc-o Fever Golf, sent

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employees an email to encourage use of the newly adopted name (Bechtel). The company also
changed employee email addresses, employee directory, and business cards with little effort
required by employees to adjust to the change. To Score a Condor also retained use of employee
login information, ensuring a smooth transition for employees. When Discover Disc Golf, LLC.
changed its name from Disc Golf, Inc., president Topper Manager informed employees that the
marketing department would be available to assist them in promoting the new name among
customers and the greater community (Manager). Mr. Manager also encouraged employees to
visit the Human Resources department to address employment concerns during this phase in
their careers. The attention to employees demonstrated by To Score a Condor and Discover Disc
Golf, LLC. would be an example for our company to imitate when we change our name.
A name change would necessitate a marketing campaign to ensure that we retain and
grow our current customer base. After changing its name from Davids Disc Golf, Disc Golf
World hosted a grand re-opening dinner for their customers (Whitson). Discover Disc Golf, LLC.
also used a variety of marketing methods to reach customers with the new name (Manager).
There will be costs incurred by the marketing campaign, new business cards and other materials
bearing our new name and logo. Additionally, there may be legal fees and taxes associated with
changing our name and informing government agencies at the state and federal levels.
Methods
The primary method of research for this report was investigation into other company
name changes, examining documents released by these companies revealing details of their
processes and successes. Disc-o Fever Golf (now To Score a Condor) changed its name to avoid
trademark infringement (Bechtel). An additional reason for the change was to expand past
Eastern North Carolina. When making this change, To Score a Condor worked to make the

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transition smooth for their employees. President Anthony Bechtel emailed employees with
details about the steps taken for their convenience. By retaining employee login information, and
automatic rerouting of employee emails, there was minimal extra work for employees to
successfully transition with the company. Disc Golf, Inc. changed its name to expand company
as Discover Disc Golf, LLC. (Manager). The name change also helped the company avoid
trademark infringement. President Topper Manager emailed the companys management team to
reassure employees of their job security. To further motivate employees, Manager encouraged
them to seek answers from the Human Resources department regarding employment. When
Davids Disc Golf became Disc Golf World, the company hosted a grand re-opening to draw
customers (Whitson). This marketing tactic would also help get customers invested in the firms
new identity. Highway 55 successfully changed its name from Andys to avoid legal implications
(Cox, Frost and Eble).
Results
After examining various firms (a large majority of which were disc golf companies) who
changed their names, it is clear that success is attainable when companies support their
employees during the transition and have customer involvement in the process. Investing in
marketing the new name helps the company establish a strong relationship with customers that
will weather the transition.
Conclusion
Based on the precedents established by firms discussed above, we can expect the
companys owners to vote in favor of changing the name of the company. With this established,
we can proceed with planning the steps to successfully transitioning to a new name.
Recommendations

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To ensure continued success when we change our companys name, the new name must
meet three requirements. First, the new name must attract customers. Secondly, the new name
must accurately represent the companys values. Third, the new name must generate more profits
than costs.

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Works Cited
Bechtel, Anthony. "Company Name Change." Mattew Cox, Erin A. Frost, and Michelle F. Eble.
Writng in Professional Contexts. 2nd Edition. Southlake: Fountainhead Press, 2014. 45.
"Name Change Research Report." Cox, Matthew, Erin A. Frost and Michelle F. Eble. Writing in
Professional Contexts. 2nd Edition. Southlake: Fountainhead Press, 2014. 2.
Manager, Topper. "Company Name Change." Matthew Cox, Erin A. Frost, and Michelle F. Eble.
Writing in Professional Contexts. 2nd Edition. Southlake: Fountainhead Press, 2014. 46.
Whitson, Whitney. "Letter to Mr. Nathanael Nabors." Matthew Cox, Erin A. Frost, and Michelle
F. Eble. Writing in Professional Contexts. 2nd Edition. Southlake: Fountainhead Press,
2014. 49.

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Subject: Company Name Change
Dear Valued Employee,
It is our honor and pleasure to announce the new name for PeeDees Disk Golf: Deep Space Disc
Golf! This change will become effective July 1, 2016.
We have arrived at the decision to change our name, logo, and associated trademarks after
extensive research and discussion. Major factors which motivated the change were opportunities
to expand the business outside of Eastern North Carolina. We also wanted to avoid charges of
trademark infringement before venturing into other regions.
Let us reassure you that your service with this company is valued, and will not change with the
name. Rather, we ask that you continue to show the devotion which has made this company so
successful by using the name Deep Space Disc Golf when communicating inside and outside the
company.
We want this to be a smooth transition for all stakeholders, so we have taken measures to
minimize the effort need for you to adjust to the name change. Your email addresses will contain
@DeepSpaceDiscGolf.com. Your account login information will remain the same, and all
correspondence sent to the former address will automatically be sent to the new account. The
company will provide you with new business cards and marketing materials to help customers
during this transition phase. Our Human Resources department is always available to support
you during this time.
We thank you for your continued support as we enter a new chapter in this companys history.
Sincerely,
Juliana Jordan
President
Deep Space Disc Golf (formerly PeeDees Disk Golf)

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Dear Valued Customer,
As Marketing Director of PeeDees Disk Golf, I am excited to announce the renaming of
PeeDees Disk Golf as Deep Space Disc Golf in order to achieve the companys goals of
progressive expansion, superior quality, and competitive value. It is for this reason that PeeDees
Disk Golf has been renamed in order to obtain a trademark as we expand throughout North
Carolina and the United States.
Expanding PeeDees Disk Golf is a major step to achieving the goals of Deep Space Disc
Golf, improving value through increased market share, and offering growth opportunities for
employees and partners.
Changing our business name is anticipated to fulfill the following objectives for Deep
Space Disc Golf:
Open more opportunities to grow the company in the disc golf industry.
Support managements objectives to serve each of Deep Space Disc Golfs market
segments and customer needs, and responding appropriately to changes in the
market
Ensuring that executive pay reflects the status and health of Deep Space Disc Golf
We are overjoyed to usher in this new era in Deep Space Disc Golfs history and are
eager to the future of our enduring relationships with all of you.
Sincerely,
Juliana Jordan
Marketing Director, Deep Space Disc Golf