Chestnut Ridge Country Club Case Analysis

2306 Words10 Pages
INTRODUCTION/MANAGEMENT PROBLEM Chestnut Ridge has a strong reputation as one of the finest full-service country clubs in the state, and is continually improving to better serve members. In spite of this, Chestnut Ridge is having difficulties staying competitive. The management problem they face is declining membership relative to the other country clubs in the area, who were not believed to be experiencing the same drops in membership. Possible causes of this problem could include a mismatch between the types or quality of services offered by Chestnut Ridge and what is demanded by potential members, better services and quality offered by other clubs than Chestnut Ridge, or a poor overall perception of Chestnut Ridge relative to other clubs in the area. Chestnut Ridge must decide which services to target for upgrades relative to other clubs, and how to improve these services to boost declining membership application rates. This decision must be made with the club’s current strengths in mind, as any decision must not sacrifice the level of quality and services that make up the reputation that Chestnut Ridge has within their competitive environment. The study is also constrained by the type and amount of information that is available, what means may be required to obtain this information, and the potential costs (direct or indirect) that may be incurred in obtaining this information. RESEARCH PROBLEM The research problem facing the firm conducting the research on behalf of Chestnut Ridge attempts to identify where improvements can be made to improve the overall perception and attitudes of potential members towards the club. The goals of the research are as follows: 1. To outline areas in which Chestnut Ridge fared poorly in relation to other area clubs. 2. To determine people’s overall perception of Chestnut Ridge. 3. To provide recommendations for ways
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