Case Study: The K Club

ion, Values, Objectives

Stated mission, vision, values and objectives give a direction and a roadmap for a company to achieve its goals. In our interview with the marketing director of the K Club we were informed that the K Club do not have their own stated mission, vision, values and objectives outlined. The marketing director did however propose these to us on the basis of his in depth knowledge of the organisation. These will now be discussed.

Mission

The stated mission highlights the overall purpose of the organisation to current and potential stakeholders and it also guides the members of the organisation towards accomplishing stated goals and objectives. The marketing director proposed the following mission statement which he believes

Goals are broader and sometimes longer term in nature and are in line with the mission whereas objectives are more specific in nature and focus attention on an attainable outcome over a certain period of time. There were a number of objectives outlined for the K Club;

Increase wedding bookings by 15% in 2015.

Increase sales of K Club merchandise, apparel and golfing equipment by 10% in 2015 and 20% in 2016.

Increase revpar by 10% in 2015 and 155in 2016

Construct an extension to the Hotel to increase the volume of rooms by 30%.

The above objectives of the K Club follow the S.M.A.R.T framework. (see appendix) With the above objectives being quantitative in nature they give a defined target. Although these objectives may be viewed as ambitious, the K Club views them as highly attainable given current growth and predicted future economic growth.

It is contended that there are three stages of objectives, set the objective, promote its achievement and provide support and feedback. The K Club will carry out all three of these stages.

Pestal Analysis – The K Club’s

This is a reflection of improved domestic demand and strong net exports. The Irish economy is currently the fastest growing economy in Europe. This economic growth is predicted to continue in the following years as the Irish economy is in the expansion phase of the business cycle. (see appendix) Disposable income in Ireland has decreased according to most recent cso statistics however there indicators that it will increase for the in professional employment with cuts in thr top rate of tax and wage increases in the financial sector.

The health of the global economy is also important; the K Club attracts customers from North America, Europe and Asia. GDP in the United States is expected to grow by 2.5 percent in 2014 and 3.2 percent in 2015. Business investment and private consumption are expected to drive this growth. The external conditions affecting the US economy are expected to improve, but only slightly, as foreign demand from major trade partners is expected to remain relatively weak. The US Dollar is currently at its strongest in two years versus the euro. US unemployment rate has reduced for the 46th month in a row. (see