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A golf club is used to hit a golf ball in a game of golf . Each club is
composed of a shaft grip and a club head .Over an thousands of
years ago , Golf was presented by Scottish pioneers in new Zealand .
New Zealand is a regular play area with its emotional view and
greenery This wonderful have been used by kiwis and also
constructed golfs by them .
The atmosphere in New Zealand makes it conceivable to playing
game golf in any time of the year almost all the year .
There are almost 400 golf courses in New Zealand . In the whole
world golf attracted people to play this game . It becomes the
gigantic fascination for individuals around all over the world .
The people who are above 18 years of age like this game to paly
elederly people more likely to play this game is near about 5 lakh .
This game is good game and favourite game of many people . There
is a very big history of the golf course .
New Zealanders can afford this game due to strong economy . Its a
popular game between kiwis .They are fond of Playing this
wonderful game .
As a part of our presentation and task we got a great opportunity to
learn about the golf business in New Zealand . We have done a
research on the retail golf business of New Zealand . After doing a
research on the golf course we had experienced different retail
experiences . The owner adopt different strategies and methods to
run their business in a right way and very efficiently . They use
proprietorship models to run their business successfully. They
use different variety of products for their customers .
New Zealand has a big history with golf Scottish pioneers
Introducing this game over a decades ago . it becomes state of
the art facilities with beautiful scenes , green area .
In New Zealand there is literally a new golf course to try around
every corner . Its not wonder that golf is the highest participation
sport for New Zealanders , for both men and women .The People
highly take part in the golf tournaments The golf business on the
peak of its success
In last few years Asian population in New Zealand is increasing day
by day . As an entrepreneur wants to establish a golf business in
New Zealand then One can use different retailing business
strategies to run a golf business effectively an a right way . There
are many retailing management approaches which Can be
differentiate by using the Mckinsey’s 7 ‘S’ Model for the ownership
The seven Mckinsley model is identified as :
Strategy –The plans to make strategies and giving advises to people
to compete with
Structure – Making a good sturucture of Systems – The daily
activities and process that staff members Involved in to get job
Shared Values – It is related to business culture .
Style – The person which styles used for maintaining leadership
Staff – The employees and their general capabilities
Skills – the actual skills are needed to run a golf business
There are some questions which can bring more ideas about the
Mckingsley 7 s framework
What’s your strategy
What is hierarchy
How strong are the values
As we all know that asian population is increasing day by day in
New Zealand so establishing a golf business in New Zealand is
effective and beneficial for a retailer and also for the golf lovers .
independent retailer is one who builds his business
from the ground up . From the business planning the independent
retail owner does it all . He may hire consultants , staff and
others to assist in the business endeavour .
A retailer is fully responsible of his business is running in a right
way or not. The retailer Is managing the independent store and has
built the business from the ground up by assess all needs of the
store which can include staff and merchandizing sales goods and
This type of business is run collectively by its
Staff members , who share the profits or benefits . And members are
Departmental stores –
It is a retail establishment with a building open
to the public , offering a wide range of consumer products and
goods . It typically allows shoppers to choose between multiple
merchandise lines at variable price points , in different product
categories known as departments .
Department store usually sell a variety of products , including
clothing , furniture , home appliances , toys , cosmetics , gardening ,
sporting goods , paint and hardware and additionally select other
lines of product such as healthy fod , books , jewellery , electronics
stationary , photographic equipment , and in the departmental
stores there are customer checkout near the front of the store or
alternatively , sales counters within each department .
Mail order –
It means if anyone order through mail then a retailer should
fulfil there mail orders Its somewhat like a online marketing of a product.
but not similar to the online shopping . One can order goods or products
at just one click on the internet while sitting at home . In mail orders
people spend money on the product to attract the customers with flashy
advertisements and catalogues .they check the range, price of the
product . After looking these things they order the products and pay for it
If we want to place a golf business in New Zealand as an investor
as we all know that golf is mostly played by the asian population in
New Zealand which is increasing day by day we will choose the
independent retailer ownership model
The biggest advantage of establishing business as an independent
retailer is that there are no restrictions on who , how or where an
entrepreneur should set up his business . The freedom to do what
one wants to do is the biggest advantage in this form of business .
Independent is a business which is free from outside control .
shared values – The central premise behind creating a shared
values is that the competitiveness of a golf store and the products
are mutually depends on each other . Recognising and capitalising
on these connections between societal . it includes business
culture and ethics and give the mission statement means to clearly
identify the mission of the golf course .
skills – The establishment of a golf business need skills like
compete with the environment . And one should have the skills to
run the golf business . An independent retailer is a person who is
has a power to do anything in his field . The knowledge of staff is
also important .
style – The leadership styles and quality is must in a person who is
going to establishing a golf business
Staff – There can be two types of staff members one is general staff
and the other is specialised staff . General staff is not trained by
the experienced person they are not well trained . Specialised staff
is hired by the golf manager in the retailing entrepreneurs .
There are some hard elements in the golf business in this process
one have to give the answers to the following questions that how
the strategy can be implemented , how the store is structured .
We will make new strategies and implement in our
golf business . Its a good way to Building a competitive advantage
over competitors .
Before establishing a golf business the most important
factor is that to see how the store is structured . The proper
management of the store should be there and reporting
System – In the store daily activities should be handled by the
manager . and if any problem occurs then he should try to resolve
that problem as soon as possible .the tasks should be clearly
identified to the store keepers .
Evaluation of Strategic locations
1 Neighbourhood -
It is a geographically localised community with in
a larger city , town , suburb or rural area . Establishing a golf
business in local communities like neibourhood is a topographically
confined group inside a big city , town ,suburb , or country zone
.Neighbours are frequently social groups with significant golf
association among parts . Specialists have not conceded to a
definite definition . Neighbourhood spatially as a particular geo-
graphic range and practically a a set of interpersonal organisations .
Establishing a golf business in a location where shopping malls is
not much profitable for the retail store . and Home shopping has
also expired from the life of the golf lovers .Most of the people love
to shop by visiting that particular store . Internet strategic method
of locating a store is also changed the mentality of the people .
If a golf store is established near the shopping malls one man can
not play the game comfortably .people come to buy the household
things . that area will be fully noisy than the neighbourhood area
Impact of merchandising factors
product range width, depth- Asian target market has more
spending then the general market . The percentage ratio of business
products would be made of high quality and top brands . 50 % of the
asian people middle people ratio is 30 % and 20 % entry level . and
the target asian market purchase products 60% and general
domestic is 40 %They Get datas from department of statistics .
Business plan half of our product should be of high quality . 25% of
our product should be mid range and 25% of our product should be
of entry level .
Store layout – Its clearly understood that layout means location,
price positioning , regular purchase .All customers should leave the
store with an intention to purchase something in near future .
The window is the first thing which attract them they only see
window supply is particularly speculator .
Product display and point of sale-
The primary motive of the retail
store is to display products to sell them.They have great opportunity
to guide that person into deed zone . The proper management of golf
store is mainly important . The golf material should be set up
properly . Here is a product and its displaying characteristics . the
FPOS machine is also define the features of the product
Reason to purchase –
There are two types of purchasing or we can say reason to purchase -
1 Considered purchasing
2 impulse purchasing
The investment should be done on purchasing baskets for shopping
for the customers for that we need to increase doller spent and
units purchase . Its very strong thing . The flow Of market and
energy is needed to setting up a store . if we need to understand
ourtarget audiencewe have to consider all these things .
Point of sale and point of transaction Now a days technology and
many other tools are used to get information quickly . For instance
in a big retail store if one person demands a particular product then
we can get information about the product at just one click all
products , place and prices will be displayed by the computer . So
gathering data information is very important . Establish a system
that can track a data for us in the store .Loyality programmes has
become a part of consumerism . The retailer Gather data on their
customers because loyal customers are their best and regular
Promotions – The golf retailer gives gift with purchase to the
customers to feel them special or favourite customers . Also greet
them with caps of their particular store or by doing this they are
securing the loyality of the customers For instance they also give
golf umbrella with their special logo on it . so that customer will
keeps in mind about the products and services the store offers .
Golf club day pass –It means to say the customers that give your
name address and phone number . We need to register you on the
day pass .
Members only tournament They organise some tournaments only
for members of the golf clubs and it is necessary to participate
Hole in one competition The retailer demand the BMW card of the
customer to get them insured if they lost it then company will pay
VIP exclusive nights –
The golf clubs also organise exclusive
programmes The retailer spend 10% of their budget on advertising ,
reduce 5% on christamas , People never buy this kind of stuff . They
can enhance staff wages and availability of stock in the golf course
we need to figure out how much favourable and how much are more
favourable to that particular product . The customers want to be
treated as a special person a customer so the retailer shoud greet
them with nice and glossy invitation cards .
Here is a advertisement of the discounts or special offer in the retail store --
After doing all the research on the golf store I came
to the conclusion that independent retailer is a best recommended
golf business in the locality . The advantages are no confinements
on who , how or where a business person ought to set up his/her
business The option to do what one needs to do is the greatest
preference in this type of business . It can be amazingly satisfying.
The disadvantages is because of the simplicity and adaptability of
beginning , there can be a tone of rivalry in a specific zone for a
certain kind of client in a golf store . Each golf business choice
rests on the owner . There is no marking , no preset rules and a lot
of danger in this plan of action is invoved .
Establishing a golf business in the neighbourhood is easier for the
customer to buy a product near the store at home . these stores
should be nearly lacated in busy area .
1Wikipedia,. (2014).McKinsey 7S Framework. Retrieved 13 November 2014, from http://en.wikipedia.org/wiki/McKinsey_7S_Framework
2 Smallbusiness.wa.gov.au,. (2014).Marketing - Promotion Strategy. Retrieved 13 November 2014, from http://www.smallbusiness.wa.gov.au/marketing-promotion-strategy/
3 Learnmarketing.net,. (2014).Product Mix and Objectives: Product Lines, Product Width and Product Stretching. Retrieved 13 November 2014, from http://www.learnmarketing.net/productobjectives.htm
4 Tripadvisor.com,. (2014).Golf course in the neighbourhood - Picture of Zevenhuizen-Moerkapelle, South Holland Province - TripAdvisor. Retrieved 13 November 2014, from
IANZ-DBRM701 Strategic Retailing Enterprise and Management
Research Outcome 1 by Renu Page 1