Green Fields Country Club was launched on October 1^st, 2010. The idea of setting up an international standard retreat club was conceived by directors of the company. The philosophy behind this project is to facilitate corporate, families to enjoy and experience a western style country club. The project is being governed by an advisory board that provides guidelines for rules and regulations of the club. The board comprises of reputed businessmen and senior professionals from the private sector.

Company’s tag line:

Where every breathtaking moment is the invitation to spend a life time

Company’s positioning statement:

For families who want a perfect holiday package, for friends who imaging fun beyond the limits, for professionals who need serene place to spend their spare time, Green Fields CC is an affordable way to deliver the best experience you can ask for, without you having to ask.

Company’s SWOT Analysis:

1. Strengths:

The only strength which the Green Fields Country Club has is its price affordability. It can compete with its competitors on low cost while providing comparable quality service and experience.

2. Weaknesses:

As the GFCC was launched on October 1^st, 2010 so it cannot be stabilizes in just only 2 years as compare to its competitors in which some of them have a historical background like Gym KHANA which is believed to have been founded in the late years of 19th century. More shortcomings of GFCC are:

1. It is not supported by its geographical position: The nearby areas of GFCC are rural and the members of club have to come in club after at least 1 hour drive. It is 50 km away from Lahore.

2. The roads which leads to the club are not in good condition and the road bank also don’t show any kind of attraction.

3. Land area is limited i.e. 100 acres as compare to its competitors like Oasis which has 1350 Kanals.

4. Lack of innovation: The club is currently providing few services and with fewer innovations due to this finding the point of difference is difficult for the visitors.

5. It is not being advertised properly: One reason of not being recognized is its poor advertising strategies due to which GFCC could not properly create the word of mount in the society.

6. Its social media coverage is poor: GFCC has it fan page on popular social websites like Facebook and twitter but its social media personnel are not active on these website. On Facebook the last activity was in March 2013 and the second last activity was in December 2012.

3. Opportunities:

1. GFCC can enhance the area because land is cheap in that area.

2. Golf: Whenever people talk about country clubs they have the image that Golf should be there so by increasing its area GFCC can add this activity in its services for its members.

3. Polo: It is very attractive and adventurous activity for youngsters. By providing this activity GFCC can attract youngsters that will increase its market share, moreover young people have more life time value for the club.

4. Side businesses: As GFCC is newly set up club so it cannot create handsome revenue from the visitors only as it has strong competition. To handle its budget GFCC can generate revenue through side business and use this to provide better services in low cost. These side business may be:

a) Fishing farm

b) Fresh fruit orchards

5. Village Spot: GFCC can give its visitors a perfect traditional village look by constructing certain area as Village Spot where all food stuff, waiters, and accommodations depicts the tradition of village area.

6. GFCC can utilize the nearby Balloki Canal by constructing attractive bridges and small water falls on it to add more values for visitors.

4. Threats:

There are certain threats for Green Fields Country Club. These are:

a) Strong competitors

b) Finding the point of difference is difficult because almost every country club in Lahore is providing the same activities for their visitors.

c) No historical places near GFCC: TERBEELA View Resort, one of GFCC’s competitors has an edge of many historical places near it. This is not this is not the case with GFCC so very few foreign and local tourists are expected to visit this club.

d) Terrorism: Due to terrorism in the country there are very few foreign tourists who are willing to visit Pakistan.

Segmentation:

Green Fields Country Club is a privately owned club and is facilitating the families, youngsters and corporate professionals so the segmentation is based on:

1. Income level

2. Life style and

3. Life cycle stage

Company’s target market:

1. Upper class having higher income level: Green Fields Country Club segments the market on the basis of income level, life style and life cycle stage and targeting the upper class having higher income level. It is to be noted that GFCC is not currently targeting the elite class because its competitors are well ahead in providing better services. Moreover the only point of difference that GFCC have is its low cost services and to cop up with this the quality may be compromised.

2. Targeting people with certain life style – People with status conscious and those who like such kind of activities like golf, tennis, horse riding and want socializing with other corporate professionals.

3. Age group targeting: Green Fields Country Club is targeting the higher income class, with certain AIO (activates, interests and opinions) and the age group of 20-50 years old.

Company’s targeting strategy (leads to concentrated marketing):

As it is newly launched so it has few resource and finance as compare to its competitors so the concentrated marketing strategy is perfect because GFCC want large share of a specific segment i.e. high level income group with certain AIOs. Green Fields Country Club has targeting strategy based on these two factors:

1. Clubs resources:

As the resources of Green Fields Country Club are limited as compare to the competitors so the concentrated marketing strategy is perfect.

2. Competitors’ Marketing Strategy:

GFCC’s competitors are using concentrated marketing strategy so using undifferentiated marketing is simply a suicide. So GFCC should stick to concentrated marketing strategy.

Company’s point of difference:

As almost all the country clubs in Lahore is offering the same activities so finding the point of difference for GFCC is very difficult but it can compete with its competitors on low membership charges and affordable recreation for families.

Second point of difference can be created by launching Commuter Helicopter Service. In future GFCC can make agreements with Lahore Flying Club to provide its visitors and members a joy helicopter ride and pick and drop facility from airport to club for corporate visitors.

Company’s social marketing concept:

Social marketing is very important in modern marketing strategies. It adds values for clients and provides a better level of satisfaction. Green Fields Country Club can sop up with the energy crisis in the country by using:

1. Wind energy

2. Solar energy

This will ensure proper supply of electricity and can facilitate the nearby villages by this energy.

Company’s Competitors’ Analysis-and Market offerings by competitors:

Data to analyze competitors is collected from publically available resources such as competitors’ websites.

1. The Oasis Golf & Aqua Resort: It is located in the peaceful outskirts of Lahore along the main Multan Road, (Approx 20 mins drive from Thokar Niaz Baig). It is a members-only resort offering a wide array of unmatched facilities under the categories:

a) Golf area (Spread over an area of approximately 1350 Kanals)

b) Aqua (unparalleled aqua-related facilities like imported water slides)

c) Leisure (Sand Buggies, Archery, Horse Riding, Cycling, Inflatables & Tennis Courts.)[i]

2. Lahore Garrison Golf Country Club: Located near the airport, the greens here are in tip-top condition. It also has two tennis courts and several air-conditioned squash courts. It is not as centrally located as the Avari and Pearl Continental hotels, but it is a lot cheaper. The swimming pool here is quite luxurious.

3. Lahore Gymkhana: Lahore Gymkhana is one of the first exclusive private clubs of the Sub-Continent – an exquisite environment reminiscent of the renowned private clubs of 19th century Europe. It is located on the Upper Shahrah-e-Quaid-e-Azam. Lahore Gymkhana attract the elite of Lahore’s society, It prides itself on quality as well as diversity of the membership which includes business people, the literati, renowned journalists, celebrated artists, honorable members of the judiciary, civil and armed services, and of course – world class sportspeople. It offers to its members almost all major indoor and outdoor sports facilities like Billiards, Cards, Gymnasium, Squash, Tennis, Swimming, Golf and Cricket.[ii]

4. Mangla View Resort: Mangla View Resort is one of the first Water Resort Development in Pakistan, measuring approximately 325 acre of land area, is a mixed development of 650 bungalows, 183 English Villas, 107 Semi-D houses, 500 Apartments, 10 Executive Bungalows, Chalets, Town Homes, two Five Star Hotels, Boat Club, Golf Club, Riding Club, Extreme Sports Club and Commercial Complex. At Water Sports Club, get the excitement of your life time by rowing, canoeing, water skiing, para-sailing, boating and fishing.[iii]

5. Lahore Country & Sports Club: Lahore Country & Sports Club offers modern conveniences with an old traditional atmosphere on the outskirts of Lahore. With open fields and orchards, it is a perfect get away location for corporate residential conferences. To make your communication worldwide easier, LCC is equipped with internet facilities, fax, and word processing.

Lahore Country & Sports Club arranges number of functions including Away Days, Cricket, Conferences, Fundraising, Lunches, Meetings, Receptions, Seminars, Sports Camps, and Trainings etc. Closed circuit cameras secure the club along with 24 hours armed guards.[iv]

Selecting over all positioning strategy:

The full positioning of Green Fields Country Club and the competitors in the same market and the full mix of benefits upon which it is positioned can be depicted through the figure below. (not based on any survey)

Price
More			The Same	Less
Benefits	More	More benefits for more price e.g. Royal Palm Club, Gym Khana	More benefits for the same price e.g. Lahore Country Club	More benefits for less price Green Fields Country Club Far Future efforts for this place
	The Same			The same benefits for les price Green Fields Country Club (Near future efforts for this place)
	Less			Less benefits for much less price Green Fields Country Club (Currently stands for this place)

At which level company’s service stands in Maslow’s hierarchy:

Green Fields Country Club is providing recreation, entertainment, social status and sports to its members and visitors so it is fulfilling the ESTEEM NEED of its clients.

Self-actualization

Esteem Needs-GFCC is targeting this

Social needs

Safety need

Physiological Needs

Current offerings:

Special holiday packages, with airport pick up can booked. Renting our luxury chalets enables you to put several families or groups together, everyone enjoys the comfort of full kitchens, multiple bathrooms and amenities like media rooms and games rooms available in the club house where you can spread out but still be together.

The club offers a host of facilities for families and friends to enjoy a day trip or a long weekend. Our attractions include

1. Tudor style club house

2. Lush cricket ground

3. Swimming pool

4. Indoor Gaming Zone

5. Private fresh water pools

6. Rental cabins

7. Horse riding

8. Skeet shooting

9. Boating

10. Tennis facility

11. Fishing lakes

12. Venue for camping by the lake

13. Lake side bar & barbeque counters Lake Side camping with scenic views, fishing lakes and specific BBQ spots, private swimming pools at the facility can be booked in advance.

14. Exclusive wedding packages are available, for country side wedding experience. We host only one wedding at a time to ensure the personal attention you deserve.

15. A conference facility with a capacity of up to 130 persons in theatrical seating and 75 persons in round table set up is available for our valued clients.

16. Overnight accommodation for 50-80 persons on twin sharing basis

17. Flood lit cricket ground

18. Multiple choice of swimming pools

19. Multiple choices of Lawns and water front venues for hosting company family days.

New offerings (to enhance value preposition for members and potential visitors):

To enhance attraction of its visitors, to retain its members and to increase the its market share GFCC has to create superior customer values. These values can be created through:

Commuter service: in future GFCC can make agreements with Lahore Flying Club to provide its visitors and members a joy helicopter ride and pick and drop facility from airport to club for corporate visitors.
Theater facility: both indoor and outdoor to create more value for visitors.
Royal ride for welcoming the visitors from gate to the house.
Shooting range
Archery range
Fish farming: a side business to generate more revenue to adjusts budget.
Bowling club
Gym facility
Golf
Polo club: Polo has always been regarded as “the sport of kings” and historically was a game that was played mainly by the military, royalty and the upper classes.
Squash courts

Levels of services:

GFCC planners have to think about its services on three levels. This is all about creating values for its members because each level adds to value for them. These levels are:

1. Core values: this is about the services which GFCC is providing to fulfill the esteem need of its members and visitors. Recreational activities, peace of mind, entertainment, serene environment, and status symbol for corporate professionals, sports and thrill for the youngsters are all core values which GFCC is providing to its members and visitors.

2. Actual product: GFCC is providing recreation, peace of mind and sports through:

a) Tudor style club house

b) Lush cricket ground

c) Swimming pool

d) Indoor Gaming Zone

e) Horse riding

f) Skeet shooting

g) Boating

h) Tennis facility

i) Fishing lakes

j) Lake side bar & barbeque counters Lake Side camping with scenic views

k) Exclusive wedding packages

l) A conference facility

m) Multiple choices of Lawns and water front venues for hosting company family days.

3. Augmented product: it is all about creating additional values to retain members.

a) The club’s promotion of member’s interests adds value to being a member and would set the club apart in its market.

b) GFCC can retain its members by sending gifts to members on special events.

c) A private social network for its membership to connect with other members can help keep members connected with activities going on at the club. Offline gatherings showing members how to use their social network will provide another reason for members to come to the club.

Promotion strategies:

1. One of the most important parts of social media for private country clubs is offering potential members a more sociable look at what the club offers. Many club’s go for the stuffy web-site with Flash presentation in an effort to paint an upscale image of the facility. What actually takes place is the exact opposite of their intensions.

2. Flashy web-sites really do not encourage a potential member to look further than the front page. Classy imaging is OK. However, more sociable content is what the potential member is after. Consumers are looking for…What is the mood of the club’s membership? What is the attitude of the club’s members? Potential members to a private club search for the answer to the question…’how would I fit in at this club?’ All of these aspects of friendliness is what potential country club members look for when it comes time to choose a private club to join.

3. Horror movies: Due the perfect horror look of farm house GFCC can make agreements with the horror movie and drama directors to shoot here. Moreover by using its outdoor theater facility GFCC can provide a perfect natural atmosphere of horror and thrill at night if theater is set up in woods and visitors can enjoy horror movies or documentaries with natural environment.

4. Cricket Club: By enhancing its cricket ground facility GFCC can attract more people by training the young talent in its club and by making agreements with international cricket players.

5. Concerts and Ghazal nights: GFCC can attract the corporate professionals and youngsters by arranging Ghazal nights and concerts inside the country club area.

6. GFCC can be promoted by arranging fashion weeks and related event.

7. GFCC can promote itself by making agreements with universities and colleges so that these institutions send their students to the club for recreational and educational trips.

Events coverage:

To further promote itself the club can actively arrange different national and cultural events. People are more reluctant to enjoy these events in large gathering. This will attract social media and can create the word of mouth in the city. GFCC can cover special events like:

a) BASANT

b) EID

c) Annual Horse racing event

d) Annual Jeep racing

e) Treasure hunt

f) Christmas

g) New year event

h) Pakistan day celebrations (attract volunteers form schools, colleges, universities)

Advertising strategies:

As GFCC’s target is high income level families, youngsters, and corporate professionals so our advertisement campaigns should address them differently. For this reason GFCC design its advertising strategy as: