Table of Contents

1. Executive Summary 3
2. Current Business Operations 3
3. Plan to turn FHGCC into an All-year-round Facility 3
The Building 4
The Simulator 4
The Software 4
4. Strategic Focus and Plan 5
Mission 5
Goals 5
Competencies and Competitive Advantage 5
5. Situation Analysis 5
SWOT Analysis 5
Industry Analysis 6
Competitor Analysis 7
Customer Analysis and Target Markets 7
6. Marketing Program 7
Price Strategy 7
Promotion Strategy 8
7. Sales Forecast 8
8. Implementation 8
Marketing Organization 8
Marketing Activities 8
9. Evaluation 9
Appendix A – Non Member Revenue Projections 10
Appendix B – Income Statement 11
Appendix C – Golf Courses Available on E6Golf Software 13
Appendix D – Marketing Budget 14
Appendix E – Marketing/Activities Plan 2014 – 2015 15
Bibliography 16

1. Executive Summary

The following plan outlines the marketing strategy and tactics for introducing virtual golf to Fox Haven Golf and Country Club (FHGCC), a golf course currently operating in High Level, AB. This is the only golf course in the High Level area, the closest other courses being in La Crete and Fort Vermillion, both over an hour’s drive from High Level. FHGCC will build and open a 10 room Virtual Golf Centre at its current location. FHGCC will target this new venture at its current membership of approximately 120, while opening its doors to new golfers and those wishing to remain active over the long winter months.

2. Current Business Operations

FHGCC is an 18-hole, par 72, parkland style golf course and driving range. Although small in length (6648 yards from the back tees, 5492 yards from forward tees), it provides a challenge for golfers of all abilities, with water hazards on ten of the holes, and well placed bunkers around the course. The club runs a Men’s and Ladies’ League (Men’s – Tuesday Evening,