Brian is a marketer and he is in charge of marketing and popularizing indoor golf simulators. The simulators are new trends that are currently emerging in the sport and their popularity is growing gradually. One of the main issues that pose a challenge to this new trend is the traditions of game. Golfing is known to be the game of the wealthy and old rich citizens. Introducing the young generation in the game and confining the game in a room is projected to kill its gist.
In marketing, customer preference is one of the most important issues that need to be addressed. In this case, Brian must lay great emphasis on pleasing the customer. The issues that are facing him include appeasing new entrants into the game, and also retaining the old generation. This is a great challenge because the two markets have different views of the game (Zikmund and Babin 309). The indoor simulators may be appealing to the young people whose main aim is to have fun and be entertained in a confined area. For the older and more experienced generation, golfing is not just a game. Moving around the fields is an important aspect of the game to them (Zikmund and Babin 309).
This case analysis seeks to create strategic marketing structures aimed at introducing a new trend in golfing. The case study seeks to:
Identify the looming challenges faced by the new golfing trends
Identify the impacts of the new trends on the older generation
Identify the new available markets
In this case study, apparently the market is faced with a paradox situation. The marketer is debating on whether to retain the old customers or pursue new markets (Zikmund and Babin 309). The golfing industry has been in existence for many years now and trying to change its structure can be very difficult. Brian is torn between two difficult choices. Consumers’ preferences are important in whatever choice that he will make in this case. If he chooses to endorse the new golfing trends, he risks losing the older generation who remain adamant about the conservative golfing culture. On the other hand, retaining the old trends means that new innovative structures cannot be tasted hence the new market’s potential will not be realized (Humphreys 57).
The golfing community can be divided into two, the contemporary and the conservatives. The conservatives are those who prefer the ancient setting of playing in the woods (Zikmund and Babin 309). The new generation of the contemporary golfers in includes those who are fascinated by and are in support of the new frontier golf simulators.
This case study has clearly given an extensive account of the history of golfing. The historic background is to help the reader to understand the market and the challenges that it faces. The paper has also pointed out some specific objectives that the study sought to iron out. In the case analysis, the paper points out the issues that the marketer is likely to deal with in this case.
To introduce a new product in the market, one has to consider consumers preferences. I believe that the problem in this case is not solely on the conflicting markets. Both the contemporary and the conservatives can be served equally if the right marketing structures can be adopted. I recommend splitting in the two different markets. It is possible to create two products from the same markets to satisfy both sides.
Zikmund, William and Barry Babin. Essentials of Marketing Research, Boston, MA: Cengage Learning, 2012. Print.
Humphreys, Claire. “Who cares where I play? Linking reputation with the golfing capital and the implication for golf destinations.” Journal of Sport & Tourism 16.2 (2011): 105-128.