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Strategy of Golf development in Hungary

Strategy of Golf development in Hungary. Agenda. Introduction The over-all process A need for change. Model for strategy development The strategic process, implementation SWOT. Vision. Strategic goals Critical success factors. Conclusions. The over-all process. General assembly

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Strategy of Golf development in Hungary

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  1. Strategy of Golf developmentin Hungary

  2. Agenda Introduction The over-all process A need for change Model for strategy development The strategic process, implementation SWOT Vision Strategic goals Critical success factors Conclusions

  3. The over-all process General assembly May 2004 Initiation Need for changes Selection of participants First meeting Hencse Second meeting Bükfürdő Implemen- tation and follow-up

  4. Need for change- the negative side of the past Lack of vision and strategy Emphasis on personal interests Poor communication Weak management Lack of experts Lack of cooperation (between clubs, between the Federation and clubs) No solid financial background No involvement of authorities No role models Prejudices

  5. Agenda Introduction The over-all process The need for change Model for strategy development The strategic process, execution of the process SWOT Vision Conclusions Strategic goals Critical success factors

  6. The strategic process Vision (2014) FUTURE Mission Critical success factors Values and behaviour Goals 2005-2007 Strategic goals PAST Goals 2008 PRESENT

  7. The funnelling process Mission Role of Golf Values Business environment Technology Need for relaxation Vision Critical success factors Strategic goals Goals 2008 2007 2006 2005

  8. Process deliverables Past Road description Important crossroads Strategies & Results Conclusions Past Road description Important crossroads Strategies & Results Conclusions Past Road description Important crossroads Strategies & Results Conclusions Past Road description Important crossroads Strategies & Results Conclusions Past Road description Important crossroads Strategies and results Present SWOT Key-figures Values Roadmap Goals 2008 Goals 2007 Goals 2006 Goals 2005 Future Business environment Vision Strategic goals Critical Success factors Goals 2008. Definitions Conclusions Conclusions Conclusions Conclusions Roll-out, Implementation and Follow-up

  9. Past and Present Vision 2014 Future Mission Critical success factors Values and behaviour Goals 2005-2007 Strategic goals Past Goals 2008 Present

  10. Historical background • 1902 count Géza Andrássy demonstrate golf • 1908-09 first golfcourse atTátralomnic, constructor Dezső Lauber • 1911 forming Budapest Golf Club • 1915-21 golfcourse construction at Széchenyi-hegy • 1926 Szlávy Béláné is the best lady player in Europe • 1952-70 golf prohibited • 1979 forming Kék Duna Golf Club • 1982-89 golfcourse construction at Kisoroszi • 1989 forming of the Hungarian Golf Federation

  11. Number of registered golfers in Hungary 2004.

  12. Registered golfers in categories

  13. Registered golfers in age groups

  14. Golf demand and supply in Europe

  15. SWOT Strengths Climate Existing golf courses High purchase power potential Social mentality, connections Game for everybody regardless of age and knowledge Nice surroundings, Relax possibility Permanent challenge Weaknesses Lack of concept High green-fees Weak management Not recognized sport Location of golf courses Poor communication Lack of experts Lack of support Opportunities • 10 million people • Ageless • Club life • Public courses • Land capacities • Tourism • Olympic Games • Lobby Threats • Lack of concept • Loss- making golf courses • Risky investment • Other competitor sports • Lack of etiquette • Failure of this strategy

  16. Agenda Introduction The over-all process A need for change Model for strategy development The strategic process, implementation SWOT Vision Strategic goals Critical success factors Conclusions

  17. The future Vision 2014. Future Mission Critical success factors Values and behaviour Goals 2005-2007 Strategic goals Past Goals 2008 Present

  18. Looking ahead- 2014 World Faster world Higher uncertainty More impersonal Values Role of family and friends increases Deformed values Demography Average age increased Population decrease Economy Higher difference between poor and wealthy Purchase power increases Other financial structure Spare time Need for relax increase Less Quality gets more important

  19. GOLF- 2014 • 15 000 golfers- 10 % competitors, 90% hobby golfers, 45% men,15% ladies, 20% seniors, 20% juniors • 40 golf centres- 15 / 18 holes, 25 / smaller (public) • Federation ran golf course • Affordable green free prices • Better image • Improved sport values • Olympic sport • Wider known sport • Prominent people and journalist as players • „Heroes” - l00 scratch players • Alternative school sport • Rehabilitation sport

  20. Vision Fashion Entertainment Game Nature Sport Connections Excitement Relaxation Challenge Ageless New Affordable Health Revitalisation The everyday sport/game that keeps you fit, gives you fun and can be enjoyed by all.

  21. Agenda Introduction The over-all process A need for change Model for strategic development The strategic process, implementation SWOT Vision Strategic goals Critical success factors Conclusions

  22. Critical success factors and strategic goals Vision Future Mission Values and behaviour Critical success factors Goals 2005-2007 Strategic goals Past Goals 2008 Present

  23. Strategic goals Determined target groups Improved image, introducing the sport Family members relax together Strengthening of competitive side of the sport (Olympic Games) Involvement of authorities Alternative sport in Schools

  24. Critical success factors Assets What we own Capabilities What we can Processes How we do it

  25. Critical success factors Existing golf courses Management Golf Values Assets Ability to communicate (introducing golf) Areas for new golf courses Involvement of experts Capabilities Involvement of local authorities Permanent development Building image Processes

  26. Goals 2005-2008 Vision Future Mission Critical success factors Values and behaviour Goals 2005-2007 Strategic goals Past Goals 2008 Present

  27. Create demand Popularization Try it! - open days Activities, offers Road show Involvement of Media

  28. Create support Lobby at sport authorities Lobby at local authorities Corporation with other companies (e.g. KPMG)

  29. Goals 2005-2008 Role of golf Values Business environment Technology Need for relaxation Vision Strategic goals Critical success factors Mission Goals 2008 2007 2006 2005

  30. What? How? Attract 2005 Building image Sent to companies, chambers, business schools, conferences, fitness rooms etc. Leaflet for popularization Teaching journalists Selecting about 25 journalists, teaching about 10, giving vouchers Events for special selected groups Inviting the Chamber of Medicals, Lawyers Business Leaders Forum etc. Selecting companies, organizing events Events for companies Selecting magazines for ladies, PR articles, attaching leaflets, talking to International Women's Ass. Increase number of lady golfers Measure of results!

  31. What? How? 2006 Building image Sent to companies, chambers, business schools, conferences, fitness rooms etc. Leaflet for popularization Teaching journalists Keeping touch with journalist, follow-up Events for special selected groups Inviting further Chambers, groups of people Events for companies Selecting further companies, organizing events Increasing number of lady golfers Selecting further magazines for ladies, PR articles, attaching leaflets, Selecting people from media, teaching them Finding the right people, teaching 2-3 of them Organizing family events Family together Measure of results!

  32. What? How? 2007-2008 Building image Sending it to companies, chambers, business schools, conferences, fitness rooms etc. Leaflet for popularization Teaching journalists Keeping touch with journalist, follow-up Events for special selected groups Inviting further Chambers, groups of people Events for companies Selecting further companies, organizing events Increasing number of lady golfers Selecting further magazines for ladies, PR articles, attaching leaflets Selecting people from media, teaching them Using the people from media for popularization Organizing family events Family together Measure of results!

  33. What? How? 2005 Competitive sport Develop national competitions, popularization Increase number of Championship Committee, increase the role of referees, advertise the competitions Decrease Hcp limits of championships Hungarian Chs.: 28 Open Chs: 24 Selecting young talents, support them Creating support system Presentation for authorities Creating leaflet for authorities, visiting authorities, showing examples for mayors Authorities Leaflet for investors how to build a golfcourse Creating leaflet, sending them to the right places Measure of results!

  34. What? How? 2006 Competitive sport Develop national competitions, popularization Increase number of Championship Committee, increase the role of referees, advertise the competitions Decrease Hcp limits of championships Hungarian Chs.: 24 Open Chs: 18 Selecting young talents, support them Support juniors according to the system Organizing Pro-ams Inviting players from abroad, make competitions international School Start program for schools Teaching 34 PE teacher from 17 schools Presentation for authorities Visiting further authorities, showing examples for mayors etc. Authorities Leaflet for investors how to build a golfcourse Sending out the leaflet Measure of results!

  35. What? How? 2007-2008 Competitive sport Develop national competitions, popularization Increase number of Championship Committee, increase the role of referees, advertise the competitions Decrease Hcp limits of championships Hungarian Chs.: 18 Open Chs: 8 Selecting young talents, support them Support juniors according to the system Inviting players from abroad, make competitions international Organizing Pro-Ams, Challenge Tour School Start program for schools Teaching 60 PE teacher from 30 schools Presentation for authorities Visiting further authorities, showing examples for mayors etc. Authorities Leaflet for investors how to build a golfcourse Sending out leaflet Measure of results!

  36. Cost (M HUF) Activity Return 2005 2006 2007 2008 8 8 8 8 750 new golfer /year 1 10 competent journalists 3 3 3 3 10 new golfers/ event 1 1 1 1 10 new golfers / event 4 4 4 4 50 new lady golfers / year „Golf Faces” 1 1 1 1 10 new golfers / years Finance and return Leaflet for popularization Teaching journalists Events for special groups Events for companies Increasing number of lady golfers Teaching people from media Family relax together

  37. Cost (M HUF) Activity Return 2005 2006 2007 2008 1 1 1 1 100 new competitor / year 7 7 7 7 2-3 scratch player ? ? ? 3 5 7 10 5-7 authorities / year 1 1 1 1 2-3 investment / year 8 15 24 150 000 students know golf Finance and return Develop of the national competitions, popularization Selecting young talents, support them Organizing Pro-Ams, Challenge Tour Presentation for authorities Leaflet for investors how to build a golfcourse Program for schools

  38. 2005 29 million HUF 2006 40 million HUF 2007 48 million HUF 2008 60 million HUF Summary of costs

  39. Average cost per golfer per year: Total: 630 000 HUF 630 million HUF income Profitability 000's HUF • Balls: 50 • Shoes: 15 • Gloves: 15 • Clothes: 50 • Membership fee: 250 • Accommodation, entry fees: 200 • Clubs: 50 1000 new player

  40. 2005 875 700 1390 2006 1 137 780 1806 2007 1 479 870 2349 2008 1 923 390 3053 2009 2 500 470 3969 2010 3 250 800 5160 2011 4 225 410 6707 2012 4 493 600 8720 2013 7 141 680 11 336 2014 9 284 310 14 737 TURNOVER (000' s HUF) YEARS EXPECTED NUMBER OF PLAYERS

  41. Strategic goals and implementation 2005-2006. I.

  42. Strategic goals and implementation 2005-2006. II.

  43. Strategic goals and implementation 2007-2008. I.

  44. Strategic goals and implementation 2007-2008. II.

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