CLUB AND RESORT
1. Provide an in-depth profile of the family market that the club aims to attract. Use the demographic, psychographic, behavioral methods of market segmentation
According to the demographic method, Orchid Country Club is located near Sungei Seletar Reservoir, Yishun Avenue 1. They target the middle ($3,500 to $5,500 a month) and high-income ($11,500 to $16,600 per month) families that have the spending power to purchase membership from the club. The minimum requirement for education level are people that obtained the Diploma Certificate and higher. Since in this case, the club is targeting the family market, age, gender and race doesn’t come into consideration. There is also no minimum requirement of family size. All regions are welcome and no specific nationality is taken into consideration.
The Orchid Country Club hopes to target families with parents who works and doesn’t have enough time to take care their children because they can afford to put them in the care of the childcare in the club.
For the types of memberships, there is the Term Individual Foreign Golfing (Gold) Membership that costs S$10,000 for a year. This membership includes his/her spouse and their children. Purchasing this membership entitles the member to all facilities provided at the country club. Other memberships are also available at the rate of S$5000 to S$20000 and above.
Under the sector of neighborhood classification, if the family live near Orchid Country Club and are working on Saturdays and/or Sundays, they can send them to the Little Skoolhouse that is a pre-school that aims to develop independent and creative thinking in young children, as well as good communication skills too.
Secondly, looking at the psychographic method, a family that has common interests like golfing can bond with other members and they can play golf together. This would in turn draw them back and they would patronize the club time and time again using the golf course and amenities that is
According to the demographic method, Orchid Country Club is located near Sungei Seletar Reservoir, Yishun Avenue 1. They target the middle ($3,500 to $5,500 a month) and high-income ($11,500 to $16,600 per month) families that have the spending power to purchase membership from the club. The minimum requirement for education level are people that obtained the Diploma Certificate and higher. Since in this case, the club is targeting the family market, age, gender and race doesn’t come into consideration. There is also no minimum requirement of family size. All regions are welcome and no specific nationality is taken into consideration.
The Orchid Country Club hopes to target families with parents who works and doesn’t have enough time to take care their children because they can afford to put them in the care of the childcare in the club.
For the types of memberships, there is the Term Individual Foreign Golfing (Gold) Membership that costs S$10,000 for a year. This membership includes his/her spouse and their children. Purchasing this membership entitles the member to all facilities provided at the country club. Other memberships are also available at the rate of S$5000 to S$20000 and above.
Under the sector of neighborhood classification, if the family live near Orchid Country Club and are working on Saturdays and/or Sundays, they can send them to the Little Skoolhouse that is a pre-school that aims to develop independent and creative thinking in young children, as well as good communication skills too.
Secondly, looking at the psychographic method, a family that has common interests like golfing can bond with other members and they can play golf together. This would in turn draw them back and they would patronize the club time and time again using the golf course and amenities that is