male golfers tma
TRANSCRIPT
Target Market Analysis
LCC
Overview
LCC
TM Characteristics
4 P’s (Competition vs LCC)
Recommendations
2
Target Market
LCC
40-60 year old Male Golfers
Upper-Middle Class or Higher
Has a Significant Other
3
Target Market
LCC
Plenty of Money to Spend
Loves Spending Time w/ Friends and Family
Wants ONLY the Best
4
Target Market
LCC
Has Busy Daily Script
Has Daily Rituals
Has a Tight Knit Circle of Friends
5
Target Market
LCC
Very Confident
Stubborn(His Way or the Highway)
Arrogant
6
Target Market
LCC
Drinks Weekly
Competitive
Follows Sports
7
Target Market
LCC
Looking for a High Quality Experience
Doesn’t Like New Things
Gambles Regularly
8
Target Market
LCC
Likes to Have Freedom
Wants “Bragging Rights”
9
Competition-Sports Bars
LCC 10
Price
PlaceProduct
Promotion
4 P’s
-Well Within Their Budget
-Average Food and Service
-Relaxed Environment
-Not the Best, But Well Known
-Good Locations Throughout
Hastings
Strong
Weak
Price
LCC 11
Higher Price of Food
Gives “Bragging Rights”
-Wants Only the Best-Wants to Brag
-Plenty of Money to Spend
HIT
Recommendations • Good here!• If you were to change anything, it would be to make
the bar type foods cheaper for them. (Stuff they may get at the competitors)
Place
LCC 12
-One Location-Beautiful Scenery-On a Golf Course
-Wants Only the Best-Wants to Brag
-Looking for High Quality
Recommendations
HIT
• You have a perfect location for these golfers. You give them an opportunity to eat at the same place they just played at..
• So, why aren’t people eating here??
Promotion
LCC 13
-Good Ideas-No WOM
-Will Not Search Out Promotions
-Arrogant-Confident
Recommendations
Slight Hit
• Posters and Signs are not enough.• Must implement WOM in every worker you have. • Cart Girls are the golfers’ “kryptonite”
Product
LCC 14
-Too Classy?-Manners Based
-No TV’s in Dining Hall
-Likes to Have Freedom -Follows Sports Daily
-Likes to Feel Relaxed/Comfortable
Recommendations
Miss
• TV’s in Pipers’• Loosen up the air when it is time for them to eat.• Music change?