Bear Creek Golf Range Case:

Part 1: Executive Summary

Dan Shay and George Patton decided to open their dream golf range. It will be
called Bear Creek Golf Range. Financially theyve started it with short in their
budget after doing some construction during first year of the business.
Their plan was to create a place for professional golfers well
equipped with up to date facilities including driving area, twenty-nine hitting
areas, six hitting areas for teaching, top of the quality facilities and equipment
for teaching, clubhouse-style building with complete amenities and features,
big parking areas, beautiful landscapes, night light and well visible lighted
sign. The company will also offer PGA instructions, custom club fitting and
repair, advice and ordering of merchandise.
Martha Rawles presented a marketing plan that emphasizes the
weakness of their business. The marketing plan shows an urgent need for
advertising and expansion to better assist the bigger market for golf clients.
Will the idea of changing the target market of the company achieved
growth within the industry? Will it be sufficient to put the company in the
professional golfing business?

Part 2: Case Analysis

I.
II.

Time Context
Time when the new golf season will start, March 2001
Viewpoint
Dan Shay and George Patton who are the owner and creator of
Bear Creating Golf Range.

III.

Statement of the Problem

Will the idea of changing the target market of the company
achieved growth within the industry? Will it be sufficient to put the

IV.

company in the professional golfing business?

Objectives
4.1.
Must Objective
Improve facilities by:
Creating a comfortable and clean facilities such as toilets

for the customers.

Constructing a permanent building with amenities where

customers could take a rest after playing golf like a hotel.

Construct a bigger parking and at the same time.
Proper illumination on the play area to facilitate evening
golf clients.

4.2.

Want Objective
Create a business strategy that will facilitate Bear Creek

Golf Range to be different from their competitor.

V.

Areas of Consideration
5.1 Strengths
The reputation of the owner.
Its location and privacy.
5.2 Weaknesses

The partners cannot estimate the costs of the business

Income is projected immediately while expenses are projected

conservatively.
Constructing facilities are not planned accordingly.
5.3. Opportunities
More people are getting inclined to golf thus creating more clients
for the company.
5.4. Threats
Competitors are within the area offering excellent facilities.
VI.

Alternative Courses of Action

ACA
1. Change target
market

Advantages
There will be greater
opportunities of

Disadvantages
There will be a need to
improve the facilities.

expanding customer
profile so a bigger market
will be created
2. Increase in

To continue with the plan

Risky due to a big

investment to support

of continuously

amount of money

the upgrade of

improving the business

needed for upgrade

facilities
3. Focus on certain type
of golfers.

with no assurance of
This will create a new set

return in the future.

Competitors can offer

of clients with certain

facilities with various

purpose. They can focus

type of golfers too.

on the need of this type of

clients.

VII.

Decision Matrix

Criteria

ACA 1

ACA 2

ACA 3

Financial Aspect

Marketing Aspects

Management

Aspects
Technical Aspects

4.25

3.75

Average Rank

Based on the matrix above, ACA No. 1 will be adapted.

VIII.

Conclusion
The partners, Dan Shay and George Patton, should consider
changing their target market. This will open new opportunities and endless
possibilities for their business.