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Bandon Dunes

Bandon Dunes. By Kevin McHenry Reagan Le Rachael Miller Bridgett Lute. Recommended Strategies. Price Increase on Green Fees Website Improvements Package Deals. History. Started in Spring of 1999 Founded by Mike Keiser BandonDunes.com Reputation

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Bandon Dunes

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  1. Bandon Dunes By Kevin McHenry Reagan Le Rachael Miller Bridgett Lute

  2. Recommended Strategies • Price Increase on Green Fees • Website Improvements • Package Deals

  3. History • Started in Spring of 1999 • Founded by Mike Keiser • BandonDunes.com • Reputation • As of early 2004, Bandon Dunes was ranked 3rd in Golfweek of America’s Best Modern Courses.

  4. Bandon Dune Experience • Features • True Links Course • Scotland Tradition - David Kidd • The Golf Shop • eGolfShop • Instructional Golf Lessons • Exclusive Services

  5. Bandon Dune Experience • The Lodge at Bandon Dunes • Fifteen single rooms • Four larger single rooms • Two four-bedroom suites • Golf course and ocean views • Dinning Facilities

  6. Mission “The mission of the company is to offer a unique golfing experience to all who enter its gates.”

  7. Strategy: Green Fee Increase • Increase revenue by charging more for green fees. • Bandon Dunes is a unique course like Pebble Beach but is charging a relatively small amount for the experience.

  8. Strategy: Green Fee Increase The two total revenues compared are $8,400,000 vs. $5,520,000. This means that Bandon Dunes will increase profits by $2,880,000 or by 52.2% just by raising their green fee price.

  9. Website • Current Website • Bland • Too much text • Not interactive • New Website • Marketing tool • Multimedia • Interactive

  10. Strategy: Website Improvements • Multimedia Features: • More Pictures • Interactive Virtual Tours • Webcams • Real time weather and golf course condition report • Instructional Videos

  11. Strategy: Website Improvements • Interactive Features: • Secured storage of contact and payment information. • Online reservations. • Shop online without having to submit their transaction information every time they buy something. • Schedule appointments with experienced golfing instructors.

  12. Strategy: Website Improvements • Interactive Features: • Post and read feedbacks on the interactive forum. • Buy and sell golfing equipment among customers. • Live interactive chats between customers. • Share pictures from their experience at Bandon Dunes.

  13. Strategy: Website Improvements • Implementation: • Outsource • Cost: $20,000 • Time: Nine to Twelve Months • Long term • Hire a full time webmaster • Hire a webmaster intern

  14. Strategy: Golf Packages • Golf Bandon Dunes • Three days Two nights stay at the Lodge at Bandon Dunes • Golf at Bandon Dunes & Pacific Dunes • Or Golf at all three

  15. Strategy: Golf Bandon Package

  16. Strategy: Golf Bandon Package • Implementation • Easy • Low Cost • Benefits • Increase in sales • Improved Customer Satisfaction • Create a more “Memorable Experience”

  17. Recap of Recommendations *Price Increase on Green Fees *Website Improvements *Package Deals

  18. Recap of Costs • Website Improvement: $20,000 • Greens Fees: Fixed Costs • Package Deal: $1000 labor hours including in-house advertising

  19. Any Questions?

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