MARKETING

Marketing

Marketing

Summary of the Situation Analysis

Bexley Golf Club has attempted different strategies to improve their membership; they have advertised within the local newspaper & ran offers through an external deals website. Bexley Golf Club has also run internal membership promotions to increase the business within the club house. These offers and promotions only show a short-term spike within the clubs revenue and do not see lasting effects. The most common reason why people played at their club where: close to home, social and cheaper. The sample shows that more than half of the samples who socially attend a club or would consider using club facilities are women, currently only 11% of Bexley Golf Club members who socially attend a club are women. Both those that attend a club socially and current Bexley Golf Club members are full time workers. The current demographic of Bexley golf club member who socially attend a club are married. The data shows the demographic of potential customers who are interested in golf are Married but closely followed by Single.

The demographic analysis of Bexley Golf Club shows that older people have money to spend, the gender population is fairly even between males & females, the largest number of age related populist is between 20 to 44 years of age, the most common income earned is between $35,000 to $75,000 per annum. The current demographic of Bexley golf course are married followed by a small position of those in a relationship. The data shows the demographic of potential customers who are interested in golf are Married but closely followed by Single. The majority of the local area are either married then closely followed by singles. The promotion of Bexley Golf Clubs services will involve communicating the benefits to the golf market. The Bexley Golf Club should be using in its promotion tangible symbols such as objects and photos of the premises showing members playing golf. A BGC advertisement showing front-line staff interacting positively with customers, satisfying their needs and solving their problems can help position the Bexley Golf Club and will create a positive image. In order to further promote Bexley Golf Club corporate membership, consideration should be given to utilise public relations to create awareness and promote the brand through radio, magazines, trade publications, consumer publications and reinforce the message with press releases. A newsletter should be emailed on a monthly basis to keep players updated ...