Case Study As hard as he tried, Fred Lee couldn\'t get his clubhouse manager\'s
ID: 393940 • Letter: C
Question
Case Study As hard as he tried, Fred Lee couldn't get his clubhouse manager's comment out of his head. "You know, it's not just a coincidence that the drop in our club's member- ship started just after the new country club on the south side of the city opened. e clubhouse manager wasn't trying to be critical, but the comment still bothered Lee for several reasons. First, his club had been the premier club in the city for sev- eral decades. The membership roster was a virtual who's who of the city's leaders: the top executives, doctors, and business owners all belonged to his club. Second, the south side of the city was just beginning to attract some development. The be ter neighborhoods and established residential areas were all located on the north side. ch Third, the conservative nature of the club's board had ensured that little was anged from year to vear and the current members seemed to like that. e most disturbing aspect of the declining membership was that the food verage revenues had been falling at a faster rate than the member dues venues. It seemed that the older and more loyal members were not spending as time in the club's dining room or casual grill room. Snack bar revenues were down almost 50 percent from just ten years ago. As Fred considered the revenue problems, he thought back to when he had first joined the club as an assistant anager nearly fifteen vears earlier. The pool area and tennis courts were always much crowded, en the site of all of the most important wedding receptions back then, but latelv for replacements e management and more especially in the summer months when school was out ing business had been down significantly e club's facilities were in great repair, and the reserves e city was growing, and local businesses were attracting more professionals with young families. Fred was concerned that if the cl on its current course, there would be operating deficits before the n one of the strengths of the club since Fred had joined th team. The youn tinued the decade end ofExplanation / Answer
1. The club on the south side of the city has affected club membership in Fred’s club as the area was just developed recently and not many people would join. Again, as the club members are premium members who belonged to the high-society, until and unless south side does not have all facilities, member addition into the club is difficult. The club has got conservative nature which did not allow new attractions. Fred need to change the club policies like giving discounts for new joiners, loyalty members discounts, yoga activities, door to door advertisements (as people are newly established), making it favourable for conferences and seminars, day-outs, developing the area where the clubhouse is located. People prefer new attractions and as the tastes and preferences of people change, accordingly the clubhouse needs to add activities like badminton, walking area for old with the view of greenery, children’s special activities, water parks etc.
2. A marketing research project for Fred’s club that would provide him with information about the underlying demographic trends and other buyer issues that affected the marketplace in which the club is located is as follows:
3. The important marketing issues that Fred should consider in developing a marketing plan to increase current member usage of the food and beverage facilities by