Country Club Marketing Plan

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  • Topic: Golf, Golf course, Country club
  • Pages : 15 (3680 words )
  • Download(s) : 277
  • Published : September 28, 2010
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The Aurora
Golf Club

Marketing Plan

2009

Table of Contents

Introduction………………………………………………………………………… 3

Mission………………………………………………………………………………… 3-5

S.W.O.T. (Strengths, Weaknesses, Opportunities, and Threats)… 5

Strengths……………………………………………………………………………… 6 Weaknesses………………………………………………………………………….. 6 Opportunities……………………………………………………………………….. 7 Threats…………………………………………………………………………………. 7

Strategy………………………………………………………………………………… 7

Target Market and Positioning………………………………………............. 8

Marketing Mix……………………………………………………………………….. 8 Product…………………………………………………………………………............ 9-10 Place……………………………………………………………………………………… 10 Promotion……………………………………………………………………………… 10-12 Price………………………………………………………………………………………. 12-13

Conclusion…………………………………………………………………………….. 14

Works Cited…………………………………………………………………………… 15

Appendices……………………………………………………………………........... 16-17

Company Description

William Divito founded The Aurora Golf Club, in response to his peers for having a passion of golf.

William had a love for the game of golf like no one else. He spent days putting in short grass areas and on fair ways on high school property. William suddenly realized that a golf course was necessary in the area. He and two other men sat down and configured a golf course that was challenging enough for all who love the sport and high class enough for the richest of the town.

For over 80 years, The Aurora Golf Club property has been the signature mark of tradition with first-rate amenities that include our championship 18-hole golf course. As we enter a new era for the golf industry, we are removing the "members only" status of the club and will now offer access to the general public. For the first time in the course's history, our neighbors in Northeast Ohio will be able to enjoy The Aurora Golf Club for daily play, golf outings, weddings and corporate events and benefit from the "private" club experience. (The Aurora Golf Club, 2009)

As the game of golf has become more popular and same with country clubs, The Aurora Golf Club stands out for being a country club with character. This country club is one of the most well known in Northeastern Ohio and has even held the Cleveland Open and other PGA events.

Mission and Objectives

The Aurora Golf Club is passionate in competitive golf, an occasional round with good friends or just some quality family time. We strive in trying to make the “Average Joe” to the “Elite Members” feel welcomed and deserving of what our club has to offer.

Financial Objectives:

1. Lower cost on playing golf
2. Keep enrollment high in season passes
3. Advertise letting people know we are no longer “Members only”

Since The Aurora Golf Club went from private to public, they have had to make a price range on golf. They have competitive pricing with other clubs such as Grantwood. (Appendix A) These price comparisons are equal due to different regions in Northeastern Ohio and based on the awards each golf course has to offer.

Next, keeping our existent members happy is a top priority. Non-members do not get the same privileges as members; therefore we offer season passes to non-members to gain those privileges. These privileges include using the pool and the Club House. If season pass holders want to hold weddings, or gathers they can rent the clubhouse as well.

Advertisement is how The Aurora Golf Club, communicated with its neighbors. They have sent out fliers in the local newspapers along with advertising on radio and T.V. in the local areas and channels.

Nonfinancial Objectives:

1. Provide outstanding service at the country club dining 2. Increase number of non members
3. Establish relations with new members and non members

The Aurora Golf Club strives in excellence in providing a challenging golf course, beautiful Club House and service to all those who enter our club. We have friendly, knowledgeable employees who will...
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