Leading the Strategic Planning Process - Club Managers ...
Leading the Strategic Planning Process - Club Managers ...
Leading the Strategic Planning Process - Club Managers ...
- No tags were found...
You also want an ePaper? Increase the reach of your titles
YUMPU automatically turns print PDFs into web optimized ePapers that Google loves.
144 Chapter 4During a SWOT analysis, a club is its own critic. Besides providing perspectiveand understanding of <strong>the</strong> club’s position, a SWOT analysis supports and helpscreate a clear strategic plan—again, ei<strong>the</strong>r for <strong>the</strong> club as an entity (grand strategy)or departmentally (which should align with <strong>the</strong> grand strategy).A SWOT analysis should be performed for <strong>the</strong> club as a whole and for eachdepartment within <strong>the</strong> club at least one time each year. It can be an extremely valuableexercise, if it is carried out in a frank and honest manner. On <strong>the</strong> o<strong>the</strong>r hand, if itis handled in a political manner, <strong>the</strong> exercise can become a useless waste of time.Using <strong>the</strong> <strong>Strategic</strong> Plan to Allocate CapitalThroughout <strong>the</strong> budgeting process, <strong>the</strong> strategic plan should play a major part asa reference tool for prioritizing needs and distributing capital. Capital requestsshould be made with <strong>the</strong> club’s strategic plan in mind.For example, suppose that <strong>the</strong> Golf Course Committee and Golf OperationsCommittee have supported a proposal by <strong>the</strong> GM/COO, <strong>the</strong> golf course superintendent,and <strong>the</strong> director of golf to begin hand-mowing greens instead of tri-plexinggreens, to begin tri-plexing fairways instead of gang mowing fairways, and tobegin gang mowing <strong>the</strong> rough instead of flail mowing <strong>the</strong> rough. In <strong>the</strong> proposal,<strong>the</strong> economic impact of <strong>the</strong> mowing changes has been stated in terms of operations(increased labor) and capital expenses (purchasing hand-mowers and gas cartswith trailer combinations for transport).Since this is an expensive proposition, it’s likely that this proposal would beturned down at many clubs—unless it dovetailed with <strong>the</strong> club’s strategic vision.In this case, <strong>the</strong> club had a strategic initiative to improve <strong>the</strong> condition of <strong>the</strong> club’sgolf course by 25 percent within two years. Therefore, <strong>the</strong> club’s board of governorsapproved <strong>the</strong> proposal as consistent with <strong>the</strong> club’s strategic plan. In thiscase, everyone involved—<strong>the</strong> GM/COO, <strong>the</strong> golf course superintendent, <strong>the</strong> directorof golf, <strong>the</strong> Golf Course Committee members, <strong>the</strong> Golf Operations Committeemembers, and <strong>the</strong> club’s board—kept <strong>the</strong> club’s strategic goal for <strong>the</strong> golf course inmind, and so time was not wasted on a proposal that had nothing to do with <strong>the</strong>club’s strategic vision, and <strong>the</strong> proposal was approved with no difficulty. <strong>Club</strong>sthat use <strong>the</strong> strategic plan to allocate capital do not waste money on projects thathave nothing to do with advancing <strong>the</strong> club’s strategic vision.Key Termsaction plan—<strong>the</strong> realization or practical application of <strong>the</strong> strategic planningeffort. It is how <strong>the</strong> club will enact its strategies.differentiation—a strategy which focuses on uniqueness and price.focused differentiation—a strategy that emphasizes uniqueness and price for anarrow market.focused low-cost leadership—a strategy that emphasizes high sales at low cost toa narrow target market.