Free Marketing Dissertations - E.) Warwick Golf Club Rather Than Generic In Nature. The Marketing
e.) Warwick Golf club rather than generic in nature.
The marketing communication plan is analysed in the light of the six element of the SOSTAC model with supporting evidence from the market reports and case studies. A critical analysis comparing to the 3M model is presented alongside so as to increase the clarity of the plan to the reader.
4.0: The Marketing communication plan
This section presents a critical analysis of the marketing communication plan in the light of the SOSTAC model.
4.1: S situation:
This is the first stage of the model is where the situation of the company in the market and the overall market situation is analysed. The market position of the company and the competition in the market is analysed in this stage. Philip Kotler (1998) argues that the knowledge of the market situation is an essential element since it is the ingredient for designing the marketing communication plan. In the light of the aforementioned arguments an insight into the golf as a leisure activity in the UK proves that the game has seen tremendous growth since the dawn of the twenty-first century which is not only because of the increasing demand of the customers for variety in the leisure activities but also due to the cost effective approach of the golf clubs as argued by Isla Gower (2003).
The fact that the market potential for the golf in the UK is increasing in nature not only proves that the market potential is strong for golf as a leisure activity but also justifies any new investment by club owners to increase their revenue.
An insight into the golf market in the west midlands area where the company of interest is situated it is clear that the demand has not only increased for the golf clubs but also for cost effective service by the customers. The study conducted by Jon Rittgers (2005) has further justified that the demand for golf as a leisure activity is not only among the retired professionals but also among the working communities in the UK where mostly professionals from various business sectors find golf as a source of leisure.
From the above argument it is clear that the target market for the golf clubs in the UK is not only the retired professionals as it was the notion in the 1990s but also the working professionals over 30 years of age. A research analysis conducted as part of the sports leisure industry profile (2005) has further revealed that the membership in the midlands golf clubs is predominantly commencing at the late twenties of the customers. The study has justified that the golfers have increased tremendously in number mainly because of the participation of customers from younger age groups.
Thus form the above analysis of situation the following factors are identified
The market potential for Warwick golf club is strong in the midlands.
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