Pionjärer inom Golfen : En Marknadsundersökning av Vreta Kloster Golfklubb

Sammanfattning: The purpose of this study was to conduct a market survey in order to form a marketing plan to enhance and communicate the image of Vreta Kloster Golf Club. To accomplish this, the authors conducted a situation analysis on the mentioned club. Data was collected through interviews as well as secondary sources. A qualitative content analysis was used to process the interviews. The secondary sources’ credibility was scrutinized before their data was used. The study found that the club’s existing work on their image is limited as is their marketing communication. The public seemed to not know of the club. They did however share the view of golf as a sport for the privileged. The members of the club considered golf to be a sport for everyone, no matter the players’ social status, age, or handicap. The members de-scribed the club as scenic and familial. The study also found that the golf industry is highly competitive with a falling number of players. As such it is vital for golf clubs to differentiate themselves and find new ways to reach their customers. Based oon their findings, the authors formed marketing strategies and a set of actions for the golf club.