Hospitality Organization: Yarra Valley Country Club
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Added on 2023/01/17
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This report provides an overview of Yarra Valley Country Club, including its background, market condition, target customers, positioning strategies, and service offerings.
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Table of Contents Introduction................................................................................................................................2 Brief Background of the Hospitality Organization....................................................................2 Market Condition.......................................................................................................................2 Target Customer.........................................................................................................................3 Positioning Strategies.................................................................................................................3 Overview of Service Offerings..................................................................................................3 Conclusion..................................................................................................................................3 Reference....................................................................................................................................5
Introduction Hospitality is one of the important industries contributing substantially to the economy of Australia. In this report an important hospitality company named Yarra Valley Country Club has been point of discussion. Its key objectives includes giving brief overview of the company, analyse its target consumer, Market Positioning, market condition and offering of services all of which have then presented briefly in order to give crisp idea about the market presence of hospitality firm in Australia. The purpose of the study is to enlighten the readers quickly about the functioning of a firm and its current market situation. Brief Background of the Hospitality Organization The company came into appearance in The Year 1972 who are the major provider of Hospitality Services to the people of the country. Overtime its services expanded to wider range of entertainment as well as recreational facilities at started having greater appeal among the citizens. The company started with very limited items of services but over time it has achieved commendable milestones in terms of its expansion and growth of business, offering of services catering two different demands of different age groups in the country. The company had been able to establish 9 hole Golf Course, two tennis courts, 7 ring Bowling Green, swimming pool etc. The sports activities and Recreation has been taken due care of. One of the important milestones achieved by the firm has been extension of provision given to business organisation that is conference meeting facilities (Baumet al.,2016). The company has expanded its services into lounge, Bistro dining, Sports Bar, Garden room etc. The company has been able to to achieve a place in the list of top recreational club in the country due to its varied services infused with quality Market Condition There exists substantial number of firms in Australia within the hospitality sector that can givetoughcompetitiontoYarraValleyCountryClub.ForexampleRACV Healesville Country Club is one important name when it comes one stop place for relaxation combined with recreational facilities and quality of food and other services. Some of the other important hotels and clubs are Bulgari hotels and resorts, Fairmont Hotels and Resorts etc. The firm Yarra Valley lacks the market share due to huge market competition (Bowie, Buttle, Brookes & Mariussen, 2016).
Target Customer The independent variable in this case scenario will be the product prices and the dependent variable will be the purchasing demand of the customers. Biggest target consumer for Yarra Valley Country Club has been the aged population. The club has managed to provide huge set up facilitating sports activities pursued mostly by aged man of the country along with youth population. The frequencies of visits are high due to the range of services. Important factor associated with this segmentation is the higher frequency of visit which also turns beneficial for other services such as more sale of food in bistro dining etc (Van der Wagen & Goonetilleke, 2015) For the young population attractive factor would be its scenic beauty, enhanced quality of services, food availability at cheap prices. Positioning Strategies In order to create lasting impression in the minds of the consumer the company focuses on better price deals along with uncompromised quality of services. The firm has made range of food deals available which attracts huge customer base (Büyüközkan, Mukul & Uztürk, 2016). In order to enhance and focus the competitive advantage of the firm it is important to come up with more services other than good food and recreations. Such as it can create facilities of lodging, beauty care salon etc. Overview of Service Offerings The people taking service of the firm are of different age group owing to various sports facilities as well as sports bar available together. The company maintains various process judiciously. The services provided are of intangible quality and inseparable to the needs and requirement of people (AlBattat, Som & Helalat, 2014). Variability of services is integral to the company as range of services such as golf tennis courts, foods, pools etc. The services offered are protected against perish ability. In response to the intangibility aspect the organisation provide after sale customer service for exchanges. The inseparability evolves in terms of giving offers in regular interval and physical evidence is supported by home service being provided to customers. Conclusion From the above discussion it is to be concluded that even though Yarra Valley Country Club has been an import multifarious service provider of mostly recreational and Hospitality
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Services, in terms of market share and positioning the company has yet to go a long way because of Huge market competition existed in Australia owing to highly developing rate of hospitalityindustry.Understandingthevariousneedsofthecustomerssegmentsand attending them with diversified products and services made available at cheap prices can be beneficial for the firm to gain more competitive edge which is the need of the hour to beat the market pressure.
Reference AlBattat, A. R., Som, A. P. M., & Helalat, A. S. (2014). Higher dissatisfaction higher turnover in the hospitality industry.International Journal of Academic Research in Business and Social Sciences,4(2), 45. Baum, T., Cheung, C., Kong, H., Kralj, A., Mooney, S., Ramachandran, S., ... & Siow, M. (2016).Sustainabilityandthetourismandhospitalityworkforce:Athematic analysis.Sustainability,8(8), 809. Bowie,D.,Buttle,F.,Brookes,M.,&Mariussen,A.(2016).Hospitalitymarketing. Routledge. Van der Wagen, L., & Goonetilleke, A. (2015).Hospitality management, strategy and operations. Pearson Higher Education AU. Büyüközkan, G., Mukul, E., & Uztürk, D. (2016, December). Marketing strategy selection for logistic companies. InXIV International Logistics and Supply Chain Congress, December, Izmir (Turquía)(pp. 437-445).