Golf Course SWOT Analysis

Topics: Golf, Asian Tour, Mumbai Pages: 7 (967 words) Published: December 4, 2013
Bombay Presidency Golf Club (BPGC)
Case Study










Introduction
Vision
Mission
Strategic Objectives
External Relevant Factors
Key Success Factors
SWOT Analysis
References

BPGC Case Study

Topics

• Established in 1927 in city of Mumbai, under the name “The New Club Ltd.” • Has 18 holes over 6148 yards and a Par score of 70
• Underwent extensive redesign and modifications in 2009. Redesigned by world class designers Nelson & Haworth
• Among the eleven water hazards and 43 bunkers is one interesting hazard at 16: An elephant pit.

BPGC Case Study

Introduction

Vision

BPGC Case Study

• To be in an internationally renowned golf club, where people love to come, play and spend time

• To establish the BPGC as the prime destination for international golfers by evolving as a market leader not only in the city and country but in the continent of Asia, trying to encourage more locals to take up golfing and trying to find and develop future Pro golfers, allowing employees to learn and develop in a comfortable environment, securing long-term financial future of the club and all while being known as an ecofriendly club.

BPGC Case Study

Mission

• Research for new technological developments and facility management techniques and implement them within the next 2 years
• Consult architects and golf course designers to get more out of existing facility • Implement dynamic marketing strategies in an attempt to triple membership numbers within the next 2 years
• Conduct dialogues with the Indian and Asian golf authorities to convince them to let the facility host an event for the Asian Tour within the next 5 years • Attract new sponsors and alliances so as to double the current turnover of Rs. 100 million (estimated) in the next 5 years

• Increase use of recycled items and alternate energy sources to reduce carbon emissions by 1/3 within the next 5 years
• Motivate current trainers to undergo professional development • Raise the awareness of golf in Mumbai through educational fun day activities targeting school children

BPGC Case Study

Strategic Objectives

External Relevant Factors
• No major political/legal restrictions on golf
• General public may not be able afford regular membership and equipment, though Increase in country’s economic standards presents more people who can spend on golf
• Travelling within the city is difficult
• Not suitable to play in Mumbai in the afternoons during summer (high temperature) • Golf is played by people of all ages, who stay as members for a long time • Plenty of other substitutes for sports and leisure

• Lack of competition within the city but strong competition from other cities and developers building townships on the outskirts of city offering golf facilities • Indian companies opening up to sponsoring sports

“India’s middle class is estimated to grow from 32 million households in 2010 to more than 50 million by 2015”, Golf’s 2020 Vision: The HSBC Report

BPGC Case Study

After using tools such as PEST, Fragmentation, Porter and Life Cycle Analysis, we conclude

Key Success Factors









Location
Prestige value of the club
Course difficulty
Internal structure and functioning of the club
Employee dedication and efficiency
Range of facilities offered
A good website offering plenty of details to the customer
Good customer relationship management

BPGC Case Study

After analysing the Value Chain and Intellectual Capital, we conclude

SWOT Analysis










Located in the financial capital of India
Has a historic background, being one of the oldest and most popular golf clubs in Mumbai Course renowned for its difficulty despite its lack of length Presence of facilities such as rooms, restaurants and club house Good website offering most details, including hints on how to play on each hole and a course flyover

Presence of mobile application to track...

References: BPGC Case Study
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