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Marketing Research Report


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Final report for Mavrik Golf management

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Marketing Research Report

  1. 1. MAV•RIK<br />Allison Strazulla<br />Public Relations & Marketing<br />Amanda Carns<br />Accounting & Marketing<br />Brian deMontfort<br />Marketing<br />Joaquine Pina<br />Sports Management<br />
  2. 2. Our mission as FSC Mavrik is to take Mavrik Golf Management to it’s highest potential. With a budget of $150.00 (for the focus group and the printing and binding of the plans books). Team FSC Mavrik, under the guidance of Dr. Nick Nugent, provide Mavrik Golf Management with a 4-week, integrated marketing research plan to put to use at anytime.<br />Mission Statement<br />
  3. 3.  Multiple data collection test<br /> -Surveys<br /> -Focus groups<br /> -Guidance from research models<br />Compare and Contrast the on the market of Golf management in Florida<br />Mavrik’s awareness of their competition<br />Executive Summary<br />
  4. 4. Competition<br />Awareness<br />Web site<br />Mission, Goals, Identity<br />Struggling Economy<br />Problem Statement<br />
  5. 5. Keeping up with your surrounding competition<br />Creating more awareness of the competition<br />Making sure the website is easily accessible<br />What Mavrik can do for the individual<br />Being aware of the changing golf market<br />Opportunities<br />
  6. 6. Hypothesis 1: 10% of the people we surveyed or interviewed would be aware of Mavrik Golf Management. <br />Hypothesis 2: We think about 5 people visit the Mavrik web site once a day. <br />Hypothesis 3: We believe at least 50% of Florida Golf Management Company has at least 15 professional golfers under contract. <br />Hypothesis <br />
  7. 7. There are about 300,000 professional men and women golfers<br /> -1,000 make a living in the Golf world<br />4 Professional Golf tours<br /> - PGA tour<br />- European Tour<br /> - Asian Tour<br />- Mini Tour<br />General Research<br />
  8. 8. 4 biggest golf tournaments<br /> - US Open<br /> - British Open<br /> - PGA Championships<br /> - Masters<br />The average score for a professional golfer to shoot is 68 to 70 with a usual golf course par of 72<br />General Research<br />
  9. 9. Offer more details on what they offer towards players<br />Management team looks very professional<br />Search engine is a great tool for their website <br />Updated news section frequently <br />Signed new player immediately after becoming a company in June<br />Well put together contact us page for any inquiry <br />Facebook and twitter links on website to push traffic onto other promotional pages<br />TPMA Agency<br />
  10. 10. MAVRIK homepage says nothing, should be a page like that saying enter here <br />Explains on homepage what they do and how they do it to grab attention<br />Contact us on MAVRIK is under team Mavrik, hard to find, should be separate tab<br />Color choice for MAVRIK is questionable<br />Nicklaus listed for awarding their player, very reputable <br />TPMA does not list its players<br />TPMA Agency<br />
  11. 11. Exploratory Research<br />We started off by making a Hypothesis<br />Researched the Mavrik Golf Management team<br />Figured out the 5 main problems of Mavrik Golf agency and came up with solutions<br />Research the Competition<br />Effect the Economy has on the PGA and other tour events tour<br />Compared and contrasted another resent start up golf management company (TPMA)<br />Created a Business plan book for Mavrik Golf Management<br />
  12. 12. Gender Analysis<br />In this particular survey 44.6% people were female and 50.49% were male and 4.85% left the <br />question unanswered<br />
  13. 13. Are you currently on the competitive golf tour?<br />From our data it showed that 59.2% of people were not on a competitive golf and 37.86% were already on a completive golf tour and 2.91 people left this <br />question unanswered.<br />
  14. 14. Are you a professional or amateur?<br />This survey showed that 52.43% of the people who participated in this survey were amateurs, 26.21% of the people were professionals, and 21.36% left this questions unanswered.<br />
  15. 15. Do you currently have a sponsor?<br />The survey showed that 71.84% of the people surveyed are not sponsored, 19.42% are sponsored and 8.74% left this questioned unanswered<br />
  16. 16. Have you heard of these top golf management agencies?<br />The results showed that 47.57% have heard of IMG, 22.33$ have heard of Elite Golf Management, 14.56% have heard of GMI, and 12.62% have heard of Mavrik<br />
  17. 17. Have you or are you currently playing golf in college?<br />The results show that 47.57% of the people we surveyed have played or are currently playing golf in college, 44.6% of the people are not playing golf in college, and 7.77% left this question unanswered.<br />
  18. 18. How many tournaments do you play a year?<br />From this survey the results are as follows; 29.13% play 1-5 tournaments a year, 20.39% play 6-10 tournaments a year, 24.27% play 11-15 tournaments a year, 17.48% play 16-20 tournaments a year, and 8.74% left the question unanswered.<br />
  19. 19. What do you shoot on average?<br />While looking for someone to sign for your company it is important to know what the average is that people are shooting on the golf course. This survey gives you a general idea of what the young golfers are shooting. The survey shows that 15.53% are shooting 69-71, 34.95% are shooting 72-74, 38.83 are shooting 75-77 and 10.68% left this question unanswered.<br />
  20. 20. Mavrik website ratings<br />As you can see there is a wide spread of results from the ratings of your website. The results show that the median rating for the web site was a 5.<br />
  21. 21. Your Past<br />Have you ever played golf before?<br />Economy!<br />Good vs. Bad<br />Sponsorships!<br />Agency!<br />Focus Group<br />
  22. 22.  <br />Schedule Conflicts<br /> -Different Classes<br /> -Commute<br /> -Athletics<br /> <br />Surveys<br /> - Getting all the necessary data <br /> -Some answers were not accurate and biased<br /> <br />Times Constraint<br /> -We only had one month to complete the project<br /> -Gathering all the necessary information with the time constraint<br /> <br />SPSS Programming<br /> -Was our first time working with SPSS<br /> - Time consuming<br /> -In the end it was successful <br />Limitations<br />
  23. 23. Show all the players past and present highlights on the web site <br />Make sure the web site is always up to date <br />Have Facebook and Twitter icons on the website <br />Sponsors that are on the web site should be things your target market can relate to <br />Have a comment page on your website <br />Have a missions statement about the individual player <br />Recommendations <br />
  24. 24. Host tournaments and events for media coverage <br />Have a search tool engine on the website <br />Have more general knowledge of the competition <br />Show how much the players have received from their tournament winning <br />Be able to purchase Mavrik apparel on the website <br />Contact tab needs to be more accessible <br />A brief summary of what you can do on the website make it clear your company is a golf agency <br />Recommendations<br />
  25. 25. Objective<br />- Gain recognition<br />Format<br />- Best individual scores will place from 1st-5th<br />- Money will be paid to hole in one contest winner/s<br />Handicapping<br />- Events course rating<br />- USGA handicap<br />Number of Participants<br /> - 144 golfers, 36 groups<br />Invitations<br />- Sending invitation to over 200 people <br /> - Entry fee is $100 per player<br />Mavrik Golf Tournament<br />
  26. 26. Thank you for the opportunity to let us explore and research Mavrik Golf Management. We hope you are satisfied with our final project and we hope that you use it to benefit Mavrik Golf in the near Future.<br />The Team: <br />Allison Strazulla<br />Amanda Carns<br />Brian deMontfort<br />Joaquine Pina<br />Thank You!!!!<br />