The golf industry is very much like the hotel and restaurant industries. It has guests who pay for mostly intangible services, it’s seasonable, it even segments in similar ways.
The Rideau Golf and Country Club case is easier than it looks…..membership is declining. Read the case carefully, underlining the key points in the case. Examine the current targets; seniors, husband/wife, juniors and a few others. It looks like mostly demographic segmentation to me. How else could the club segment?
Look at the existing segments, possible new ones too and think about the criteria (page 129) for choosing target markets. Are they compatible for example? (yes, I added a fifth criteria)
Bring your notes, read the four suggestions for management and tell us which strategy would solve the clubs problem best. Good luck!
If you use them, please cite in text: (Stanley, 2013) and reference.
In this module we examine how customers make decisions and how they behave. This short video takes a look at something called the zone of tolerance……something we all have. Think about what you will accept and more importantly what you are not will to accept. Can think of an example? Comment :-)