NCR Country Club Case Study

The recommendation that should be offered to the management of NCR Country Club would be to add additional facilities and programs to the club that will increase participation among adults, families with children, and children. The main objective that NCR is trying to accomplish is to offset the dwindling membership numbers by attracting new people to join the club. Adding these programs and changing the facilities to be more family oriented will increase the incentive for new members to join the club. The club must also address the concerns current, older members have in regards to these changes; some of the members might feel threatened at the prospect of alterations in traditional business operations. This can be addressed by maintaining
A main issue is addressing the concerns older and current members might have in regards to the proposed changes; older membership may be already currently satisfied with the operations and facilities of the country club and see no reason to implement changes. They may see change as a threat or an inconvenience to ending the old way of conducting business rather than as an opportunity to increase socializing and family oriented entertainment. This concern actually addressed a deeper issue the country club was facing: the potential deterioration of the golfing and dining services they were supposedly specialized in. This was pointed out through the findings of the McMahon's study where there were major concerns about the speed of service, the professionalism of the wait staff and the variety of menu items for their dining facility, the 37th hole. Since, the dining portion of the country club is currently half of their entertainment program, any flaws within the dining experience will be detrimental for the country club, in the perception of not only attracting new members, but also maintaining their current members. Management should look into the operations of the wait staff and seek out strategies to increase a favorable outlook from the members in this dimension. Some questions management should pose to evaluate the effectiveness of the dining facility should be: are the servers properly trained to handle customer service related issues?; are the dining halls up to health standards and do they make the members feel comfortable?; etc. Some of these basic lines of questioning can lead to more effective evaluation to ensure the dining experience of the club is up to par. Questions dealing with the personalities of the servers and wait staff will also address the concerns of dwindling membership due to the