Get in the hole

  • Marketing
  • February 16, 2010
  • Ben Fahy
Get in the hole

Most sports organisations aren't run for profit. In fact, “not-for-loss” is often a more appropriate term for many New Zealand sports clubs, primarily because any surplus is usually channelled into maintenance or improvements. So can strategic marketing help make these clubs more profitable?

Associate professors Ron Garland and Roger Brooksbank from the Waikato Management School’s marketing department and Wayne Werder, chief executive at Sport Bay of Plenty, conducted a study to see whether golf clubs affiliated to national associations in New Zealand and Australia with more than 100 members and income exceeding $50,000 used strategic marketing as part of their long term strategy and whether it contributed to profitability and operational effectiveness.

They received 307 responses to the web-based survey and found that, overall, the answer is yes, but only for golf clubs in a reasonably sound financial position.

Despite this, the researchers say most golf clubs have a long way to go to develop comprehensive marketing strategies, with only 19 percent of the clubs surveyed placing much importance on situation analysis in their planning. “But 43 percent of the higher performing clubs [those that claimed to achieve most or all of their business objectives and outperform their competitors] reported such an emphasis. They went through the key stages in the strategic marketing process – strategic situation analysis, developed marketing objectives and marketing strategies, organisational activities and implemented strategic control.”

The majority of clubs surveyed acknowledged the importance of strategic planning and marketing, but that didn't mean it was present. “The clubs often have a mix of professional and volunteer workers and sometimes a tension exists between board and management,” says Dr Garland. “They don’t always see eye to eye on how things should be run.”

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

Movings|Shakings: 28 August

  • Movings/Shakings, brought to you by Marsden Inch
  • August 28, 2015
  • StopPress Team
Movings|Shakings: 28 August

Industry happenings at Facebook, GrownUps, Marketing Association, Fairfax, Ideas Shop, InMobi and Vizeum.

Read more
Next page
Results for
Topics
Jobs
About

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2015 Tangible Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

Advertise

Contact Vernene Medcalf at 09 966-0998 to advertise in StopPress. Rates and specs are in the Stoppress media kit .