Hi All -
It seems the attachment may not have sent last time. I am trying
again here. In the event it still doesn't work, you can simply do a quick
google search of "decline of golf in America" and do the same
research. I'd encourage that step anyway!
Good luck!
Thanks!
Prof. Cooper
hope and trust your weekends have been fun and productive. I am
sure this stretch into finals week is stressful for some of you... but the
break is right around the corner. I wish you all good luck in each of your
classes.
For our final, as discussed in class I'd like you to focus on how TopGolf is a direct response to a SWOT analysis of the game of golf. Your paper doesn't necessarily need to be in essay form, paragraphs or bullets addressing each point are more than sufficient. Like always, I just want you to show me a few things: that you've learned something, that you can think in terms of savvy marketing / business, and you can be a little creative!
Sections of the paper / assignment:
Situational Analysis of Golf and TopGolf (SWOT, Porter's, etc. -- Choose 1)
Target Market Strategy for these three Groups: 1) Existing Golfers, 2) Families, 3) 25-35 Year Old, Female, Non Golfers on a Night Out
Focus the Target Market Strategy on the 4 Ps (Product, Price, Place, Promotion) - More specifically, how might all 4 be the same and different to better target each of these specific markets
Answer questions like "what time of day would be best for each target market?"; "how might the promotional materials differ in look, feel, wording?"; "How might pricing be different based on when a group a may come or to entice a visit by each group?"
That's not a exhaustive list of the questions, but I hope you get the idea of what the 4P process looks like.
Be creative, be thorough, and be clear and concise -- you'll be fine if you do these things
What does TopGolf do to collect consumer data? (Think about how you pay / sign up for your time there).
That should just about cover it. This assignment is not intended to be overly frustrating or stressful... it's pretty straightforward if you just follow the steps and apply what you've learned in class and your knowledge. But please don't take it too lightly: show me some effort and thought!
I am attaching an article that summarizes are discussion from class. You are of course welcome and encouraged to seek other sources of information to round out your piece.
Finally, remember: I will be in the classroom no later than 8pm. See you there.
Good luck. Call / email / text with any questions.
Best,
900 words
Excellent Quality
7 PM
For our final, as discussed in class I'd like you to focus on how TopGolf is a direct response to a SWOT analysis of the game of golf. Your paper doesn't necessarily need to be in essay form, paragraphs or bullets addressing each point are more than sufficient. Like always, I just want you to show me a few things: that you've learned something, that you can think in terms of savvy marketing / business, and you can be a little creative!
Sections of the paper / assignment:
Situational Analysis of Golf and TopGolf (SWOT, Porter's, etc. -- Choose 1)
Target Market Strategy for these three Groups: 1) Existing Golfers, 2) Families, 3) 25-35 Year Old, Female, Non Golfers on a Night Out
Focus the Target Market Strategy on the 4 Ps (Product, Price, Place, Promotion) - More specifically, how might all 4 be the same and different to better target each of these specific markets
Answer questions like "what time of day would be best for each target market?"; "how might the promotional materials differ in look, feel, wording?"; "How might pricing be different based on when a group a may come or to entice a visit by each group?"
That's not a exhaustive list of the questions, but I hope you get the idea of what the 4P process looks like.
Be creative, be thorough, and be clear and concise -- you'll be fine if you do these things
What does TopGolf do to collect consumer data? (Think about how you pay / sign up for your time there).
That should just about cover it. This assignment is not intended to be overly frustrating or stressful... it's pretty straightforward if you just follow the steps and apply what you've learned in class and your knowledge. But please don't take it too lightly: show me some effort and thought!
I am attaching an article that summarizes are discussion from class. You are of course welcome and encouraged to seek other sources of information to round out your piece.
Finally, remember: I will be in the classroom no later than 8pm. See you there.
Good luck. Call / email / text with any questions.
Best,
900 words
Excellent Quality
7 PM
solution
TopGolf
Analysis
Situational Analysis
The enjoyment in
the game of golf has been increasing continuously in a large number of people
in the past years. In the areas of Cincinnati and Dayton, there are many people
that play golf. But there is the difficulty in finding the good quality to
learn and practice at a fair price. There are 24 locations of Golf in the United
States, which include Virginia, and Texas, etc. Golf provides an opportunity for
the younger kids to be more involved in this game. This provides experience and
a good place for the players to come and enjoy the game. There is no
requirement in top golf as it is cheaper and everything is provided. Their
balls are microchipped and they give great competition.
SWOT Analysis
SWOT help to
identify the internal and external factors that are involved in the
environment. it plays a part in decision making for opening, closing, and
expanding the company.
Strengths
There are some strengths of top golf. The location and facility
provide an important role. There is new equipment present in the golf center.
There are experienced and passionate employees.
Weakness
Their weakness is that they are new to the market. As the top golf
is in the large city, but the location is that there will be enough people to
enjoy the facilities that the top golf provides. The process of hiring new
staff will be expensive.
Opportunities
The opportunity is that the people around the local community will
be more engaged and interested in this game. There is an opportunity to move
and grow in another location. The relationship with the surrounding area can be
improved. This can be a picnic place for families.
Threats
The first threat is the cost of its overall facilities and
products. The food should be at a fair price. There is also a competition with
the surrounding areas (Tuohy, 2017) .
Target market strategy
There are multiple marketing strategies applied by the top gold to
attract new customers. They are making their ideas much stronger than before.
They are providing many facilities which offer special prices. These facilities
include special foods, the company’s promotion, etc. There is also a great role
of social media in the top golf company. Advertising campaigns also play an
important role. These include newspapers, flyers, etc. Their market strategies
include the facilities for the families such as they provide food at low cost,
and this provides an opportunity for the families to come and play. This is the
picnic place for the families. Top golf provides the market strategies for all
types of people, such as from younger kids to teenagers to enjoy the game of
golf. It also includes the male starting from the age of 20 to 40. They have
also developed some ideas to bring back various types of customers. Promoting
golf at other gyms and fitness center is also a good marketing strategy. The
method of printed shirts, the name logo, can also be applied.
Collection of consumer’s
data
The major risk is to start something new in this field and finding
the consumer’s data is not a difficult task. There are some rumors that the
golf is not played by the millennial. This is not wrong in the normal world but
in the case of gold, this might be a different scenario. Traditional golf is
not played by some people. Customers
visit for gaining experience in the top gold. This can attract customer’s
collection. Golf is an authentic experience that has been updated now. It
allows people to people to come and play. They allow people to experience
moments that spent together with families. It uses technology to attract more
customers who share everything with the brand.
Marketing Mix
The proper and correct marketing mix is considered by the TopGolf
as it is considered to be of the paramount value for successive outcomes.
Therefore, the marketing mix is based on the 4P’s that are Product, Promotion,
Placement and Pricing, as are discussed below.
Product
The product that is being sold is focused on to be more competitive
as compared to other Golf sport as it enables playing with more than 6 players.
This is the reason that TopGolf sells its product in a much more strategical
and competitive way. Balls as a product are microchipped, which helps in
measuring the flight of the ball based on the shot that is delivered which
makes the match interesting (Brousell, 2015) .
Promotion
Local areas are targeted by the TopGolf for advertisements and in
areas where players or people are fond of. However, the strategical approaches
include billboards, logos, phone number, social media ads, and websites that
actively works and promotes TopGolf (Golf Inc Magazine, 2019) .
Price
The price is competitive with other different local golf
communities and establishments in the area and around and are set in accordance
with ensuring the survival of the company in the market. This helps in ensuring
increased profit for TopGolf in the market. This further contributes to
stronger positon and imaging among players or community.
Placement
TopGolf has considered placement as one of the major drivers for
the overall profit and successful outcomes. For example, placement of right of
Highway 75 which is considered as a major highway that is a short drive to
Cincinnati and Dayton (The Cincinnati Region, 2019) .
References
Brousell, L. (2015, August 21). Inside look at
Topgolf's high tech driving ranges. Retrieved from cio:
https://www.cio.com/article/2974192/inside-look-at-topgolfs-high-tech-driving-ranges.html
Golf Inc Magazine. (2019, December
3). Topgolf to compete with BigShots in smaller markets. Retrieved from
golfincmagzine:
http://www.golfincmagazine.com/content/topgolf-compete-bigshots-smaller-markets
The Cincinnati Region. (2019). Topgolf
West Chester. Retrieved from cincinnatiusa:
https://cincinnatiusa.com/things-to-do/attractions/topgolf-west-chester
Tuohy, J. (2017, October 9). How
much does it cost to play at Topgolf? Retrieved from indystar:
https://www.indystar.com/story/news/local/hamilton-county/2017/10/09/how-much-does-cost-play-topgolf/746979001/
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