The NRC country club board members commissioned McMahon Group to help with strategic planning. The key objective of the strategic planning and study conducted was to identify the country club’s strengths, resources,
opportunities and addressing the current problems that the country club is facing. After the study was concluded, McMahon Group found out that most members, particularly those aged 46 years and below wanted additions and changes in programming activities like the social activities for adults, families, and children. For a country club that wants to grow its memberships and still remain relevant in terms of product offerings, NRC country club should definitely consider adding or changing programming activities.
As the study concluded, younger members and non-members held the opinion that the country club was less attractive than other clubs in terms of providing a full service array. This is a common problem that many country clubs have faced in the US. Research has also shown that following a period of decline in membership numbers as well as an aging membership, many private clubs found it necessary to consider several options in an attempt to increase membership (Song, 2014).
One solution that has been proven to be effective in increasing country club membership is developing family and children program. Research has shown that attracting younger members, particularly those with families, could be the perfect solution for growing membership and also deliver country clubs from financial crises. This is because this population is still young, will remain to be members for years, and is more willing to spend more money to enjoy country club facilities with family and friends (Song, 2014).
To attract and keep this young population, the NRC country club needs to offer more facilities, activities and service offerings that appeal to this young population. From the McMahon Group study, family and children activities received the lowest satisfaction scores from all the respondents, and this implies that there is a potential of family and children activities to increase membership as well as membership satisfaction. Some of these activities and facilities such as swimming, tennis, social functions, spa and health and fitness center appeal to families and children, yet many country clubs including the NRC country club are not offering these activities. All these activities and service offerings should be considered as missed opportunities as NRC country club does not offer the activities even though it could benefit from these activities in terms of increased membership and improved finances.
Other than adding or changing programming activities to appeal to families with children and children, NRC country club needs to offer high quality family and children activities. This implies that country club should offer these activities with improved value and service offerings so as to attract both members and non-members. In addition, the culture at NCR country club needs to change from the traditional style of an aging membership to a more family friendly style. A more family friendly culture could also help in increasing the membership of younger populations and keeping their satisfaction levels high. In addition, considering that many country clubs are facing a similar problem of an aging population and lack of family oriented activities, offering these activities and services could increase NRC country’s club competitiveness in the industry.
According to the case study, the current operations at the country club are facing several challenges. These include the professionalism of the wait staff, menu variety, speed of service, meal to meal consistency, and board’s profit directive that is undermining the level of service. Research shows that in the restaurant business, a high level of customer satisfaction is critical and this could be achieved by both management and improved customer service (Kanyan, Ngana & Voon, 2016). The country club needs to address all these issues by considering its management practices as well as its customer service quality level.
Poor staff management and interference from the management level are some of the management issues that undermine service delivery in the restaurant business. The NRC country club might be facing an issue with an insufficient number of employees, and this could explain why the speed of service is lacking at the country club. In addition, if some workers are not well-trained for the job, they might not exhibit a high level of professionalism while taking orders from customers (Kanyan, Ngana & Voon, 2016). The country club should therefore consider the number of staff that are serving customer and offer them the training needed to improve the level of professionalism and customer service. Hiring professionals could also help address the problems of menu variety and meal to meal consistency.
Another issue that NRC country club needs to address is the interference by the management in the form of the board’s profit directive. The NRC country club board should stop interfering with operations and allow the country club staff to serve customers professionally. While the board has a say on how the country club is being managed, it should not give a profit directive to staff as this would interfere with their ability to offer quality customer service. In addition, the country club should consider ways of increasing employee motivation (Kanyan, Ngana & Voon, 2016).