The scope of the project was to gather responses to the newly re-launched Golden Valley Golf and Country Club website. The respondents answered questions about the branding along with overall look and feel of the venue as interpreted through the website. The results indicate that the GVGCC website and branding need to be changed in order to grow market share in all segments.
Introduction
“Perception is reality. If you are perceived to be something, you might as well be it because that's the truth in people's minds.” This quote by Steve Young and is very indicative of what is at the core of every marketing question. How do people perceive your product or service? If it is not observed in the manner in which is desired, there is an opportunity to restructure and build a stronger brand through social media, traditional marketing, and website improvements. The purpose of this Marketing Research project is to uncover the views of the recently re-launched Golden Valley Golf and Country Club website. Because it is a member driven club, there are public and member sides to the site. This paper will focus on the
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The perception of the public has been felt at various wedding fairs as mothers walk by with their daughters and comment on our beautiful photos. Many times the bride will clearly state “I am not booking at an old country club,” which is a stigma that the sales team wishes to shatter. Many people have an idea that country clubs are stodgy and old-fashioned, and GVGCC would like to present a fresh face for country clubs. It is not your grandfather’s country club! The vision is to create and showcase beautiful images for couples to envision their day with GVGCC. The website was formatted to showcase the beauty and elegance of space, both indoors and outdoors. This was indicated by the respondents and adjectives that were selected to describe the
Since 1982, Callaway Golf Company (CGC) evolved from a small golf club manufacturer established in California to the world's largest manufacturer and marketer of golf clubs with sales of $842.9 million in 1997. The company's extraordinary growth began in 1988, two years after Richard Helmstetter became CGC's vice-president and chief of new products. Helmstetter led the development of the S2H2 driver. By making the S2H2's hosel hollow and short, CGC delivered a product that put more feel into the player's swing and transferred the freed-up weight into the striking area of the clubhead, thus giving players more distance in their swings. By the end of 1990, CGC's sales had reached $22 million.
Reaching new people is the key to expanding a company’s image and success to heights no one could have imaged. Why does awareness play a big part in sponsorships? A study conducted by Hoek, Gendall, Jeffcoat, and Orsman found that sponsorship generated higher levels of awareness than did advertising (Shank 334). Seem rather inclusive that a sponsored event where consumers could be the...
Social media is at the core of many marketing plans for corporations in the United States and world-wide. One of these companies at the forefront of social media use is Wells Fargo Bank, N.A. (Wells Fargo). The ability to directly contact customers and potential customers in a real time online environment is crucial to the bank / customer conversation and reinforcing the company’s place in a customer’s mind as the entity that they want to do business with (Wells Fargo Bank, 2014). This case study will discuss the current status of Wells Fargo’s use of social media as a means to building their customer base. Additionally, historical information on the process of the marketing move to social media will be presented and the development of the roles that are involved in this marketing strategy will be discussed. The impacts to the public sphere and society at large will play into the discourse of the social media topic and finally, the underlying theories will be discussed as they pertain to Wells Fargo and social media.
Callaway Golf Company began to take form in 1983, after Ely Reeves Callaway Jr. sold Callaway Vineyard and Winery for a $9 million dollar profit. Shortly after the sell of the winery, Callaway ventured in to the golf equipment industry and bought 50 percent of Hickory Stick USA. Callaway knew from the very beginning that this company’s profits were limited as long as the product line wasn’t changing. “Callaway noticed that most golf equipment had changed very little since the 1920s and believed that , due to the difficulty of the game of golf, recreational golfers would be willing to invest in high-tech, premium-priced clubs if such clubs could improve their game by being more forgiving of a less-than-optimum swing.” (Thompson, c205) Callaway then purchased the company outright and changed the name to Callaway Hickory Stick USA and then hires Richard Helmstetter as the companies’ chief club designer. With the help of five aerospace engineers, Helmstetter developed line of clubs that was set apart form competing brands by its technological innovation. In 1988, the S2H2 was launched as well as another name change to Callaway Golf Company. In 1992, sales are more than double recent years and Callaway Golf Company goes public and begins trading on the NYSE. Throughout the 90’s, Callaway leads the golf equipment industry with ongoing new lines of clubs and eventually adds golfing apparel. Donald Dye, Callaway’s new CEO, took the much of the blame for the downturn in Callaway Golf Company. Dye was ultimately responsible for initiatives that took managements focus off golf clubs. The company’s financial and market performance suffered immensely in 1998 causing Ely Callaway to return to rebuild the company. The textbook states on page c208, “Ely Callaway’s first efforts upon his return to active management at Callaway Golf were to ‘direct resources---talent, energy, and money--- in an ever-increasing degree toward the creation, design, production, sale and service of new and better products.’” In Callaway’s turnaround strategy, he initiated a restructuring program and operational improvements. By the end of 1998, Callaway’s strategies allowed the company to regain it s technological leadership.
The connection between social media and relationship marketing cannot be disregarded. This is because in the modern world that we are in now a sporting organisation can use social media to launch a well-coordinated campaign with the click of a button. Whereas, many years ago in order have a success relationship marketing a huge amount of labour, money and time were needed. Due to social media still being considered to be in the early stages, a lot of sporting organisation has not fully incorporate it into their marketing strategy in order to gain maxim potential that these powerful tools can offer. Most sporting organisation needs a better understanding of the background of social media which will potentially allow for strategies to be implemen...
Introduction: Sports are always changing right before our eyes. There are more rules added to make sports safer for the athletes, and more people are watching sports than they did in the past. One thing is for certain: The role social media has played or is playing is influencing these changes and how sports teams (collegiate and professional) are now conducting most of their marketing online. As part of technologies such as customer relationship management (CRM) systems, social media can help sports teams reach a number of prospective fans and this is changing the way sports are being marketed. Many social media sites are taking over sports advertising and even broadcasting sporting events. .
I am doing my marketing case study on Marriott Forest Of Arden hotel and country club.
Gambling involves taking a risk. It’s something that gets our adrenaline pumping. Believe it or not, money is one of the major things that makes the world go round and some of those believe that money does indeed buy happiness in our lives. We all have heard the stories of those who have won thousands to even millions of dollars just by gambling and we instantly think that could be us. If some random person can be that one in a million, surely I can be too, right? Even though gambling is a fun thing to do, it is important to be aware of the kinds of gamblers that exist in today’s society and realize that gambling should be played in moderation. For instance, some variations of players include: The Social Gambler, The Professional Gambler, and
Social media has a big role in our perception of brands in today’s world. The two companies have both attempted to integrate social media in their continued attempts to one up their competitor. Google has made attempts to cr...
Golf tourism is spreading rapidly all over the world in places like Asia and Mexico. Although most people who play the sport of golf play because of its interaction with nature, what most golfers do not realize or consider is the damaging environmental impact on the sport. The booming golf trade throughout the world creates a haven for golfers and a nightmare for environmentalists. According to members of the Malaysia-Based Asia-Pacific People’s Environment Network, golf development is becoming one of the most unsustainable and damaging activities to people and the environment (TED Case Studies, 1997).
Prideaux, Bruce, Jerome Agrusa, Jon Donlon, and Chris Curran. "Exotic or Erotic - Contrasting Images for Defining Destinations." Asia Pacific Journal of Tourism Research 9.1 (2004): 5-17. EBSCO Hospitality and Tourism Complete. Web. 26 Oct. 2013.
This is also called a PEST analysis. The last research type is market research, this involves the systematic collection of information on supply and demand of products or services. Some of the questions that can be asked for market research can be who/where is the tourist market or what sort of tourism products does he/she purchase now, or want in the future.
The first advantage of using social media in business is increasing brand awareness. Social media can help business to build their brand awareness by increasing interactions with a business brand. Brand awareness means the total percent of a target people who know the company exists and what the company offers of products or services. When the brand awareness is increased, the possibility of buying is increased. Thus, efforts should be made to make the brand a part of the consciousness of customers. For example, Coca- Cola is one of the best companies that enjoy unusual...
With social media’s rise in popularity, consumers were given another platform, a viral one, to discuss companies and their products/services. While the main focus of public relations has always been to promote communication and goodwill, the practice also promotes publicity for their clients. With the growth from traditional tools to more sophisticated tactics like video news releases, webcasts, blogs, and social networking, public relations has been able to transform its effectiveness in just a few short years. Any company that does not include the use of social media, is missing the opportunity to obtain valuable information about their brand while also losing a chance to spread its message on a platform that reaches
Tourism and Hospitality has developed rapidly and becoming extremely important to economy in the world. The income that several countries in the world receive from tourism industry can be reached to $1billion per year. In addition, Marketing is one of the most important factors that help and effect to tourism industry in many positive ways. Marketing evolved in the tourism industry since 1980. It promotes tourism industry by encouraging the tourists to travel at their destination with the strategy that made up to the tourist satisfaction. However, a marketing strategy does not have to be complex, in fact it should be a easily understood which ensure the advantage of marketing of the products and services to the tourist business to obtain positive