Problem
You have been operating and growing your golf club for the last six (6) years. You are happy with the fact that all revenue streams (and as a result your share value) have continued to increase as your customer base has become loyal over the years. At the same time, you believe that you could be doing much better when it comes to the Social and Environment issues.
The lease you have on the land the club occupies will be coming up for renewal in a year and this fact has made you think about selling the business and pursuing other interests you have. Given that you have worked very hard, naturally you want to be sure that you get as much out of the business as you have put into it. At the same time the success you have experienced in the last six (6) years has you also considering various options about what to do next if you stay with the business. Should you continue to expand? Or perhaps open new another golf club? What should you do?
Another matter is the increasing competition from newer golf clubs in the area and the feeling that eventually you may not be able to differentiate your club from the others, or worse, not compete with them if you do not upgrade to match what they offer. Despite your optimism, you nevertheless fear that your revenue streams may be levelling off and there in fact will be a decrease in sales in the near future.
I. Explain briefly why a SWOT analysis would be helpful to your golf club business at this point in time.
II. Describe the specific type of marketing research you could conduct regarding the Social and Environmental issues of your golf course business. Provide a clear example (or scenario) that illustrates each step of the marketing research process.