Business Success Strategies: Analysis of Half Penny Golf Club

This report provides a strategic analysis of the Half Penny Golf Club, examining its position within the golf industry and its approach to business success. The report begins with an overview of the golf club and the broader golf industry, including market trends and competitor analysis. It then delves into the club's mission statement, strengths, and weaknesses, followed by an analysis of the challenges it faces. The core of the report includes a PESTEL analysis to understand the external factors impacting the business, a SWOT analysis to assess internal capabilities, and a competitive analysis to benchmark against other golf clubs. Finally, the report explores growth strategies, considering both the current market landscape and potential areas for innovation and improvement. The analysis considers both the internal and external factors that impact the golf club, providing insights into its current performance and future opportunities.

Strategies for Building Business
Success

Table of Contents
PART 1............................................................................................................................................1
Organizations Strategic Position..................................................................................................1
Mission Statement........................................................................................................................1
Strength and Weaknesses of Half Penny Golf Club....................................................................1
Significance Challenges for Club................................................................................................2
PART 2............................................................................................................................................3
Strategic Industry / market Analysis & Competitor Analysis.....................................................3
PESTEL Analysis........................................................................................................................4
SWOT Analysis...........................................................................................................................5
Competitive Analysis...................................................................................................................6
PART 3............................................................................................................................................6
Growth strategies of the business................................................................................................6
PART 4 .........................................................................................................................................11
Growth strategies of some issues ..............................................................................................11
REFERENCES..............................................................................................................................14
APPENDICES...............................................................................................................................16

PART 1
Organizations Strategic Position
Overview of Company and Golf Industry
There are total 19 golf clubs in Birmingham and they all are located nearby the
Birmingham. The target customer of these golf clubs are the medium and the high class people
of locality. In year 2017 total 200 golf clubs are closed and since that time only 17 new clubs are
opened. The reason of this is the Mobile gaming and personal micro size golf courses. This is
causing the loss to the golf industry. Half penny Golf club is situated in the Stafford shire which
is close to Wolverhampton, Dudley & Birmingham. This golf course have full 9 holes (18 Tees)
par three short course putting green practice bunker flooded with Driving range foot-golf coffee
and snacks area licensed bar and much more facilities provided by the Business organization.
The golf lessons are provided to the trainees.
The business strategies of the organization which have concern to make the business
more attractive and generate value to give performance to the competitors and providing the best
quality services to the customers. The organization is using the different strategies to survive in
the competitive market. The services provided by the Half penny Golf to its customer is
comparatively high class from the competitors. The company is providing the opportunity to play
and learn to play golf(Kepczynski and et.al., 2019). For the enjoyment the company is providing
the facility of Bar and Cafe in the membership.
Innovation and Changes in the Golf Industry
The things which are changing in the golf industry is the other services which provides
more comfort and luxury to the consumer. In this the restaurant and bars. The technology used in
the golf industry is also changing. The customer trends are the alongside services which can be
provided by golf club that are different professional and personal functions and celebrations. In
the game company can provide more technological handling. Golf clubs are also using the
Virtual reality feature for the inside golf for the children. The golf clubs are also providing
different products like sport clothing, hats and caps, sport shoes and different sport gears.
Mission Statement
They are committed to providing the exceptional services, outstanding golf, recreation
and social experiences in a friendly and welcoming environment for all members and their
guests.
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The golf club was established in year 2006. Half Penny Golf is providing the different
services to the customer to retain them for longer time. They are attracting the consumers by
offering them new reasonable membership plans. The organization is providing different size of
golf course to the customer with beautiful eye catching view(Connell and Lemyze, 2019).
Alongside the golf they are offering the extra services like month end celebration, different
festival celebration and high class restaurant. The services provided by the Half Penny golf are
good for market competition. The positive policies used by the Half Penny Golf is providing the
best in class to its customers and these are the key factor for the market positioning of club. The
competitors of Half Penny Golf are Great Barr Golf Club and Sandwell Park Golf Club (Ansoff
and et.al., 2019).
Strength and Weaknesses of Half Penny Golf Club
Strengths-
Financial background of Half penny Golf Club is good. Number of members in the club
are sufficient. The quality of golf course is good. The clubhouse of organization is well
equipped. Good locality and better view from the golf course attracts the customers to buy the
membership of the club. Offering best services with the good ground staff. Membership policy is
easy and good for the customers which allows more people to join the golf club. The number of
golf course in the club are high that helps to make game more interesting for the club members.
The maintenance of the golf course is good so the experience gained by the player is too good..
The best in class services at Bar and restaurant, bar the service provided in the restaurant and bar
to the consumer is lavish. The professional and festival celebration is the main attraction in the
Half Penny Golf Club. The golf lessons provided to the new members improve the reputation of
golf club (Dess and et.al., 2019).
Weaknesses
The weaknesses of the Half penny Golf Club are – not affordable for the all consumer in
the market. The number of staff required for maintenance of the all golf course. The experience
of the current chef is not enough to improvise the restaurant menu. The junior members of club
are less. Number of volunteers are not enough. Less business sponsorship and support from local
businesses is low. The old kind of scoring and learning technologies is causing declining in the
number of members.
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Significance Challenges for Club
The challenges faced by the golf clubs can affect their business this challenges are
Economical challenges, technological, social, environmental. The economical challenges are
related to the availability of fund. The sponsors of the golf clubs are reducing due to lack of
interest in the sport and the financial support from the local companies is too law. The
technological challenges are related to the existed technology in the golf course. The ball
tracking technology and scoring technology needs to improve (Phadermrod, Crowder and Wills,
2019). The social events in the golf course are mostly of one community which is reducing the
number of members. The other challenges are related to the market position of the golf club.
There are m any other golf course in locality which are giving tough competition to the Half
Penny Golf Club. The other challenges are related to the recruitment of junior staff and
technological staff for the maintenance of technological department. These are the challenges
which are need to be address by the management of the Golf Club.
PART 2
Strategic Industry / market Analysis & Competitor Analysis
Overview of Golf Industry
The overall market economy holds by the golf industry is 70 billions. This is the total
contribution of golf tournaments, association and player endorsement. 3.9 billion charity is raised
from the golf industry in year 2014. this industry is primarily engaged in operation golf courses
and country clubs and these clubs have facilities of dining and recreational facility. There are
2500 golf course in Britain and 90 golf course in England (Gürel and Tat, 2017).
Trends in Golf Industry-
The future trends of the golf industry are- gambling on golf. The recent change in the
legislation opens up the way of betting in the golf. Other trend is the distribution of media rights
of the coverage. Trend for the future is the implementation of new technology in the game of
golf that can help the industry to grow hi tech. The return of short courses improvises the craze
of golf in market.
Target Market-
The target market for the golf industry is the high cl;ass people of United Kingdom. The
Half Penny golf Club target people are the different high class communities that can afford the
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expenses of game (Anderson, 2019). In the registration process the membership of the golf club
priority is given to the families and corporate people.
Innovation in golf Industry-
Innovations can improve the performance of any industry. This innovation in the product
and services can improve the retaining of the customer and registration of new members in the
club. This innovation can be technological, management or cultural. The technological changes
or innovation can improve the experience of the customer in game at Half Penny Golf Club.this
can improve the satisfaction level of consumers. The management innovation can improve the
working procedure of the organization (Zhang, 2019). The cultural changes and innovation can
help the organization to retain its members and allows welcoming more members in the club.
Changes in Industry
As the technology is growing and the user of digital technology are increasing the golf
industry is also changing. The advancement of the technology helps the golf industry to collect
the specific data from the game of individual. This data tracking helps the player to improve the
personal gaming skills. The implementation of the ball tracking facility improvise the gaming
experience and provide more information to the viewers (Moutinho and Phillips, 2018).
Customer Value
The customers are most important for any industry. In the case of golf club the members
are the most important part. The revenue generated in the industry is from the membership
charge and other charges. The satisfaction of the club members is most important for the club.
By providing different facilities the needs of the members of club is full filled (Anton, 2015).
To find out the impact of different factors on the business of Half Penny golf Club
PESTEL analysis is conducted. This factors are political, economical, social, technological,
environment and legal factors.
PEST Analysis
Political Factors-
The different political decision and policies can affect the business of Half Penny Golf
Club. The rules decided by the government can affect the business process and method of
revenue generation of the Half Penny Golf Club. The different department of industry works
with the government are mostly affected by the government policies. The rules decided by the
government can put restriction on the certain action of company. The operation of the company
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also can be affected by the government policies and decisions. The legal decisions of the
government on the business methods and procedures can affect the organization performance.
The relaxation in the tax policy can help the organization to improve products and services.
Economic Factors-
The most of the company profit is affected by change in the economic conditions of local
and international market. The changes in the tax policy or the condition like recession or
economic crisis can affect the business of the golf club. These economic changes or crisis affect
the economy of the business by affecting the pricing of the services and product of company.
The price of the product and services is depended on the country's economy. This how the
economic changes affects the business of the Half Penny Golf Club.
Technological Factors-
The technology is changing and updating from time to time. This changes in technology
can is must have needed to compete in the local market. To provide much better competition to
the competitor the use of the latest technology is needed must. By this the company can improve
the experience of the game and also make them enjoy more. The gaming experience can be
improved by use of the latest technology. The competitors can gain the advantage on the base of
technologies. So the implementation of the technology ion the different operation and process is
must. This how technological factor can affect the business of the Half Penny Golf Club.
Social Factors-
The social factors play the important role in business of organization. This is consisted of
the cultural and personal values. The culture and social factors can improve or reduce the
business of the organization. The people are attached with their personal views and religion. If
the policies of the work place are affecting the personal and religion values of employees or club
members. This factor can decline the number of the of members of the club and also harm the
retention rate of employees and customers of Half Penny Golf Club.
SWOT Analysis
Strengths
The products and services of club is of high quality, this can help the organization retain
the customers. By providing good food and drinks the image of the club will improve which can
help to gain more customers. By providing the different offers in membership procedure club can
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gain more members. The helpful staff of club can improve the consumer retention rate. The
relaxation area of club can also attract the consumers to buy the membership.
Weaknesses
The less advertisement can affect the business of organization. The people are not aware
of the facilities provided by the club. By improving the marketing policy of company can
improve this weakness of the company. The less company network reduce the limits of market
reach. The less number of employee is major problem of Half Penny Golf Club. But this can be
reduced by the recruitment process.
Opportunities
The company can used different extra facility to attract more customer to buy the
membership of club. By using the different sources of attraction the performance of the Half
Penny Golf Club can be improved. The company can offer different membership plans with
discounts can improve the performance of club.
Threats
the competitors are the main threats in the golf industry. This competition can affect the
business of the organization and this can be reduces by using different strategies to survive in the
market. The financial crisis kind of condition is big issue for the club and by improving the
number of consumers and improve the financial management the company profit can be
improved.
Discussion of SWOT
The different facility provided by the golf club are their strengths. The quality and type of
service attract the customer to buy the membership of the particular golf club. Club can improve
the quality of restaurant and bar service to retain and gain more customers. The company is
lagging in advertisement and promotions of the golf club, the people are not aware of the
services provided by the golf club. By proper digital and print media advertisement the company
can improve the number of customer. By conducting the recruitment drive the company can fill
vacant positions in restaurant and game. In advertisement the company can offer different
membership plan to the target customer take the membership. Main threats of the club are
competitors in the local place. The competitive advantage can be gained by improve the
benchmark of product and services.
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Competitive Analysis
The main competitors of the Half Penny Golf Club are Great Barr Golf Club, Harborne
Golf Club and Sandwell Park Golf Club. These competitors are also located in the Birmingham
and they are the competing with the Half Penny Golf Club. The target customers are same for all
clubs. The products of the clubs are same. These competitors are giving the positive competition
tom the club. The competitive analysis to develop the strategy to gain competitive advantage in
the market. The competitors of Half Penny Golf are located in the Birmingham and customer of
the company are from the local city and nearby places. The products and services of the Half
Penny golf are compared to the competitor in the market.
PART 3
Growth strategies of the business
There are three integrated stages for the business that is followed by Half Penny golf are
as follows:-
Stage one 12 months:-Building on the facilities the golf club has and creating more.
This strategy is used at the time of introducing a new product in the market. As ha;f
penny golf club company is offering membership to the people that will help in playing the golf
to the people. This involves market penetration that is selling the product or services in a
particular market. Penetration in the market is measured by the sales that is being done by the
company. As market penetration is the key of maintaining growth in the company. As at the
initial stage Half penny golf club is using different marketing strategies for selling existing
product in the marketplace. Market penetration is achieved by using different marketing
strategies as by advertise the product through social media like using promoting product through
personal selling, online marketing or showing ads on different social media applications like
Facebook, YouTube etc. By using pricing strategies that will enhance the competitiveness in the
market (Cawsey and Rowley, 2016) By organizing campaigns Half penny golf club can enhance
the growth in marketplace. The company can also adopt joint venture strategy that can help in
growing business more as at the initial stage it will start business by joint its branch with other
company and enhance growth.
As at the starting stage it is better to enter into joint venture that helps in introducing the product
and demand at the marketplace. As currently it is using online advertising and website
optimization strategy in the company. It advertises through linked in which attract new corporate
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client that will lead to growth in the business. It uses different skills to perform each and every
stage for growth strategies. There are issues came in implementing new innovation and
technology in the company. Proper precautions will be taken in by the company for growth that
will be done in the company.
Ansoff's Growth Matrix
This Matrix was developed by Igor Ans off it is a business tool that helps different level
of management for the future growth in the company. It consists of four alternative growth areas
through which company can achieve growth (Burns, 2016).
Market Penetration:- This is used in growing organization by offering existing product and
services to its customers. This can be achieved by decreasing price of the product. Through this
market share can extended within existing market segments. As it helps Half Penny Golf Club to
sell its product in the existing market.
Market development:- In this Half penny golf club can expand its market into different
geographical locations. By segmenting the customers according to their needs and wants. As if it
expands in the foreign market that will enhance more growth for the company. It can achieve
more success as when the firm is offering unique product that enhances development in the
market.
Product Development:- In this company is trying to introduce new product and services for the
growth. As in this investment is being done on research and development of the product. This
will lead to increasing range of product that will help as growth for Half Penny Golf club
company (Serra and Kunc, 2015).
Diversification:- In this company tries to grow its market share by offering new product in the
new market. As this is most risky as product and market development both is required. Half
Penny golf club use this by diversify its product in the new product.
Hence, this matrix can be used by Half Penny Golf Club in growth of the business.
Stage two 1-3 years:- Building consumer trust and gain more customer loyalty by retaining
the existing customers
In this stage product or market development strategies is being used by the company for
its growth in the future. As product and market development strategy helps in creating new
product and developing new market for the product. As maintaining consumer trust plays an
important role in the company for attracting more people. As by increasing market share help in
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growth for the company. As adopting some new technology or doing any innovation in the
company leads to its growth and improves its supply chain activities. Gaining consumer trust
toward the company will help in increasing the sales for company. As if the consumer are loyal
to particular brand then always it will lead to growth areas. By offering quality product and
reasonable price company can build trust of its consumer. Building customer loyalty is important
for the company to motivate customers to buy product and services. Consumer loyalty can be
achieved by understanding consumer's preference and taste. In addition to provide goods and
services company have to offer customer care facility. Strategy that is being used by Half penny
golf Club is that it enable online sheet booking for the people ( Pearson, 2016).It encourages a
strong culture in the club by organizing events and helps in creating new opportunities to engage
more and more people. By innovating new product company can gain consumer trust as
changing the technology will help in gaining competitive advantage for the company. As it also
go for merging with the other companies that helps in enhancement of Half Penny Golf Club. As
merger helps in growth for the companies as it introduces new product in the marketplace. By
involving different strategies in the market helps in creating customer loyalty in the market.
Ansoff's growth Matrix
This matrix helps in achieving the strategic tool that provides growth in the future. As
this matrix is used by the company for building customer trust and loyalty towards particular
brand. This defines the growth structure that enhancing growth in the company. It consist of 4
areas that is being used in growth.
Market Penetration:- This strategy helps in growing in the marketplace. As market penetration
helps in building consumer trust and loyalty for attracting more customers towards it. As in this
strategy Half Penny Golf Club can achieve consumer trust and loyalty. By reducing the price of
product it can gain trust and loyalty. Through promotion also it can attract more customers
(Alwan, Jones and Holgate, 2017).
Market Development:- In this approach product is expanded into other market by considering
geographical location of the company. As the company is considered with the golf services that
is being provided to its customers. As market development helps in focusing on the expansion of
the product in other countries that will enhance the product.
Product development:- This strategy is being used to create new products and services into the
market. As this strategy help in the creation of new product and services. In this range of the
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product will increase in the existing market for attracting more customers. As Half penny
company have to develop the product that can build trust and loyalty with its customers. As by
investing in the research and development of product helps in gaining consumer trust as
consumer are the king of the marketplace. Product can be further developed as company do not
remove negative feedback and try to improve its services regularly will enhance trust of
customer (Borland and et.al., 2016).
Diversification:- In this strategy company tries to expand its market share by offering new
product in the new market. It includes expanding the product that helps in enhancement of the
company's operation. As diversification leads to create an image of good brand for the company.
As diversification lead to increase in the growth as vertical integration in the company. As
customers is trusting more to the company. As diversification leads to growth as well as making
customer relation management with them. Through diversification conglomeration is taken place
in the company that will increase consumer loyalty.
Hence, this matrix helps in building consumer trust and loyalty. Providing good quality product
and reasonable prices to the customer will attract them buying golf company products (Peppard
and Ward, 2016).
Stage three 3-5 years:-Building event and wedding room for utilizing the location for
providing diversified product and services
This stage also include product and market development strategies as the growth in the
marketplace. As golf industry want to enter into the event and wedding industry. As in golf club
only those people are coming who are playing golf but at another time it will remain vacant so
the company may use it as for organize some event or marriages at that location that will help in
expanding the business. By applying this concept it can expand its business operation. As it has
built some rooms at the location where it is operating golf garden. At night it will remain vacant
so it can be used for this purpose. This will help in growth of the business as well expansion in
other sector. Through this approach more customers are attracting towards it as people who are
coming for wedding also become known with golf garden and they can also come and play in the
garden. As this approach will help in growth of the company and more consumers are attracted
towards it. Building wedding room in the company will changing its operation from playing to
giving its services for some event purpose. Golf company is using marketing mix strategy bu
utilizing the location for some other purpose too (Davies, 2016). As by applying this strategy of
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