Recommendations for the Club’s Service Strategy

The analysis of the Club’s environment and the product mix highlights various aspects that the Club should implement to enhance its competitive advantage. These aspects are highlighted by the following recommendations:

  • The Club needs to establish a distinct function charged with employee development and management, headed by a human resource professional. Such a function will help the Club to develop career progression opportunities and competitive salary schemes to attract and retain quality management staff.
  • The Club needs to sensitize its members on the benefits they stand to gain from the Club’s adoption of technology to avoid member resistance to technology adoption. Technologies such as automation of data processing would lead to a more efficient, reliable and accurate service at the Club’s facilities.
  • The Club needs to create a more focused target market. Based on current member statistics and emerging trends in Abu Dhabi, such a target market encompasses British, Irish, American and South African expatriates. Although the club needs to continue offering services relevant to its core members (British and Irish expatriates), it need not brand itself as a British club to avoid alienating members from the US and South Africa, who could form a core market due to their increasing presence in Abu Dhabi. It should promote itself based on the cultural similarities of members from these countries.
  • The Club needs to provide more targeted communications to increase average members’ spending. For instance, the Club needs to implement technologies that allow it to send relevant, time-specific and location-specific promotion content to the members.
  • The Club needs to explore alliances, for instance with promoters, to enable it host large acts that would provide additional revenues through ticket sales, since it is the only venue in Abu Dhabi with the capacity to host such large acts.


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flower model

Adopted from: Rao, KRM 2011, Services marketing, 2nd edn, Pearson Education India, Noida, pp. 224 – 227.

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