A marketing plan for GolfPH.com

Date of Publication

2010

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Science in Commerce Major in Marketing Management

Subject Categories

Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Thesis Adviser

Enrique Vega Da Rosa

Defense Panel Chair

Julie Tanada

Defense Panel Member

Antonio Concepcion

Abstract/Summary

This paper presents the marketing strategies and recommendations available for GolfPH.com (GolfPH) to improve their website, increase users awareness and establish relationships with the people they work with. It also suggests clear market segmentation necessary for both the GolfPH Card and the website. It provides GolfPH with the research conducted by the group to be able to see the improvements that can be done in order to be better serve their target market.

GolfPH started as a Philippine-based online source for course directories and tournament listings to provide golfers an accessible venue for such information. Later on, the company developed a golf card which enables the cardholder to access various member courses and to gain discounts on green fees, golf establishments, restaurants and many more. Despite the huge potential of the GolfPH Card, the company continues to focus more on the website being the nature of its business.

There are different sets of primary and secondary markets for the card and the website. As for the card, their primary markets are expatriates and foreigners who only stay in the Philippines for a certain amount of time. The secondary market for the card are the big corporations and organizations who can afford to buy the card in bulk. As for the website, the group suggests that the company should target ages 15 to 24 years old. They should have the knowledge and the spare time in accessing the internet. The secondary market of the website is the older segment of ages 50 years old and above. They are avid golfers who may be at the top of their respective fields, are entrepreneurs, or professionals.

There are currently minimal competitors locally but in the global setting, there are numerous established golf websites. Also, there are little barriers to entry in the industry where GolfPH is, so new entrants are a big threat. For GolfPH to be successful, it has to create an informative, interactive and fun, and individualized website dedicated to golf players. This will be achieved by implementing the strategies recommended.

The strategies are done to accomplish the different objectives set for GolfPH. The budget of P 545,810 is needed for the recommendations. As a result, the company will not only increase awareness on the website but also generate sales coming from the GolfPH Card and advertisers in the long run. Moreover, the website will soon launch its E-commerce golf store which can translate to a huge income for GolfPH.

Abstract Format

html

Language

English

Format

Electronic

Accession Number

CDTU020515

Shelf Location

Archives, The Learning Commons, 12F, Henry Sy Sr. Hall

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