Innovative Marketing and Pricing Concepts
- Topics:
- Marketing Strategy,
- Pricing Strategy
- Tags:
- California State University,
- Club,
- Finance,
- Financial Planning,
- Free Trade,
- Marketing,
- Marketing Research,
- Pricing Strategy,
- Taxes
- Source:
- California State University
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Overview: In 1994, a multi-national diversified corporation charged one of its subsidiaries, a private country club in Southern California, with increasing memberships to cover the cost of opening a second 18-hole golf course. The club had been successful for years and the break-even point had been 400 golf members with one course. Break-even for two courses was 575 golf members because the club's infrastructure was built to handle two 18-hole courses. Management hoped to go beyond achieving break-even when the new course opened and increase the customer base to 600. Meeting these goals at a time when tighter tax laws put corporate memberships in decline meant broadening the club's market and, perhaps, significantly re-inventing its image.
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Format: PDF | Size: 133KB | Date: Jan 2004 | Pages: 7
