Comprehensive Marketing Report: Yarra Valley Country Club in Australia

This report provides a marketing analysis of the Yarra Valley Country Club, a prominent hospitality provider in Australia. It begins with a brief background of the company, established in 1972, and its expansion of services including recreational facilities, golf courses, and conference amenities. The report then assesses the current market conditions, highlighting the competitive landscape within the Australian hospitality sector. A crucial aspect of the report is the examination of the target customer, which primarily includes an aged population and youth, and the impact of pricing on customer demand. The report also delves into the positioning strategies employed by the club, such as price deals and quality service, to create a lasting impression on consumers. Finally, it provides an overview of the service offerings, emphasizing the intangible and variable nature of the services, and how the club addresses these aspects through customer service and physical evidence. The conclusion emphasizes the need for the club to adapt to market pressures and gain a competitive edge.

MARKETING

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 (Baum et 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
give tough competition to Yarra Valley Country Club. For example RACV
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

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
hospitality industry. Understanding the various needs of the customers segments and
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). Sustainability and the tourism and hospitality workforce: A thematic
analysis. Sustainability, 8(8), 809.
Bowie, D., Buttle, F., Brookes, M., & Mariussen, A. (2016). Hospitality marketing.
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. In XIV International Logistics and Supply Chain Congress,
December, Izmir (Turquía) (pp. 437-445).