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Growing demand for tennis because of growing demand for Playa Dorada resorts





To formulate an expansion strategy to cater to the growing for Tennis


- To improve the capacity utilization
- To improve the pricing structure , include more customer engagement packages
- To open new courts if necessary

 


Jho are the customers?
 Generally families with kids with the head of the household earning more than $125000 per
year. They spend on average of 9-10 days at the resort during vacations
Jhen do customers prefer to play tennis?
 ustomers play tennis mostly during vacation and specifically during the morning hours and
evening hours
 ustomers would not play for more than a hour in general and hence the additional hours
pricing structure in not that helpful
Jhat do customers prefer when playing tennis?
 ustomers prefer lay courts to hard courts but more number of clay courts more the cost as
clay courts would incur additional maintenance cost
 ustomer prefer good climate while playing tennis, this can be observed in less number of
playing hours during high days of humidity and high mid day temperatures



    


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 The short term strategy could be that there is sufficient space to start 4 new courts within the
existing space
 uncreasing the number of playing hours, the average timings currently are 8am 7pm, these can
be increased two to three hours morning and evening
 verhead lights can be installed to ensure that customers can play during early morning hours
and later night hours
 Players who play tennis also like to play similar games such as squash, so open squash courts
which require less space when compared to tennis courts, less maintenance cost
 Oince most of the customers are economically well positioned, other sports such as Golf can be
developed with internal tournaments held during vacations for customers

 Providing golf coaching facilities for the kids of the families


 
 
 ong term, Douglas hall can focus on opening more courts at the new location inside the resort
 pening up multipurpose halls at the new location, the multipurpose halls could be of 10-storey
and include facilities such as indoor tennis courts, other games such as table tennis, badminton,
gymnasium, yoga and aerobics facilities
 ecause revenues would increase in the long term, depending on the demand for tennis and
preference for courts, the additional hard courts which were previously setup can be converted
to clay courts.
 -odifying the pricing strategies according to the seasonal cycles, reduced prices or more
discount packages during low demand
Hence, Douglas should properly evaluate the demand scenario, estimate pricing and capacity utilization
and implement the appropriate strategy