Accession Number : ADA302808

Title :   A Strategic Marketing Guide for the

Descriptive Note : Master's thesis,

Corporate Author : AIR FORCE INST OF TECH WRIGHT-PATTERSON AFB OH

Personal Author(s) : Linn, John T.

PDF Url : ADA302808

Report Date : 27 DEC 1995

Pagination or Media Count : 108

Abstract : The intent of this paper was to provide club management professionals with a brief review of major trends affecting the private club industry and to incorporate those trends into a 'roadmap' to provide a 'compass bearing' for the development of a strategically based marketing plan for use in the industry. The characteristics of a private social club and the associated legal and social parameters impacting club management were identified. Trends affecting the industry were then delineated. Many club management professionals see this and other associated trends as the ruination of the centuries old ambiance associated with membership in an exclusive private club. A second major trend affecting the industry involves attaining economies of scale through the use of reciprocal agreements. Club Corporation of America, the nations largest club affiliated conglomerate provides reciprocity but focuses on a third major trend affecting the industry: the family. Coaxing members to spend more money on services led to an industry wide focus on the family as opposed to just the major bread-winner. Focusing on total quality in service enabled the Ritz-Carlton to become the first member of the hospitality community to win the very prestigious Malcom Baldridge Award. By using the award criterion and the advice of Ritz-Canton CEO Horste Schultze, club managers can effectively fit a total quality effort to their own environment. Portfolio tools were illustrated to assist the club management professional in evaluating their current status in the market and to further reveal strengths and weaknesses. These tools, when used in the context of environmental scanning, can serve to assist in the formulation of strategy. Furthermore, strategy choices can be made and the proper environment for implementation of said strategies can be developed by using distinct portfolio tools.

Descriptors :   *MARKETING, *TOTAL QUALITY MANAGEMENT, MANAGEMENT PLANNING AND CONTROL, DECISION MAKING, LEADERSHIP, COMMUNITIES, FINANCIAL MANAGEMENT, ECONOMIC IMPACT, STRATEGIC ANALYSIS, SOCIETIES, SOCIAL COMMUNICATION, RECRUITING, FAMILY MEMBERS, THESES, MANAGEMENT PERSONNEL, RESOURCE MANAGEMENT, INDUSTRIAL RESEARCH, PROFITS, RECREATION, INDUSTRIAL RELATIONS, COMMUNITY RELATIONS, TAXES, SOCIAL PSYCHOLOGY.

Subject Categories : Economics and Cost Analysis

Distribution Statement : APPROVED FOR PUBLIC RELEASE