Last week, on Tuesday 24 and Friday 27 January, our Year 13 business pupils embarked on a trip for their 'Customers & Communication' assignments at Badgemore Park Golf Club, where they analysed how the business attracts, retains, and communicates to its customers.
The following is a report of the trip from teacher of business, Mr Gower:
After researching the website, we arranged to go down the road to meet the Business Director, Marc Goodwin. Marc joined the club about five years ago and has been working on his plan to diversify the golf club into more of a country club, complete with a gym and wellness centre. This has involved meticulous rebranding, where even the old clockface did not escape the new look!
During the meeting, our students asked Marc a whole range of questions on marketing and customer service, in addition to his approach to communication. Marc was very open about the many difficulties and successes of his tenure and, like many businesses, the pandemic provided plenty of new challenges. Despite investing in a new outdoor training facility, the gym was hardest hit by the pandemic and was forced to close for long periods of time. However, on the brighter side, golf was one of the first sports allowed after lockdown, so he was pleased that many new younger players were drawn to the game and helped to revive the club.
As the students pressed him on how he attracts new customers, Marc spoke of the importance of Google and social media. However, he was cautious of overspending here. He further added:
'Retaining our customers remains our main focus. In these tough times, we want customers to feel like the membership fees are a priority, and that the club remains an important part of their lifestyle.'
Despite the new facilities, Marc nonetheless admitted that the warm and friendly atmosphere remained as the club's unique selling point and that word of mouth provided the best way of attracting customers. We ended the trip with a tour and a chance to see the club in the full swing of a working day.
Louis Pottier was on the first visit and reflected, 'It gave us a new perspective on the business that you would not get as a customer', and Oliver Roullier, who is applying for university courses in Sports Management, added that, 'most of the degree courses I’ve applied to have a strong business focus, so I could see myself in that type of job in the future'.
Thank you to Marc Goodwin for his warm welcome and inciteful answers, and also to Mr Gower for organising the trip.
