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Elements and Performance Criteria

1. Identify operational objectives.
   • Access and interpret business and marketing plans to identify on-course golf shop operational objectives.
   • Consult with senior management to confirm golf shop operational objectives and own responsibilities in meeting golf shop operational objectives.
2. Prepare marketing strategies.
   • Set measurable performance targets for marketing activities.
   • Plan and conduct market research to identify client needs.
   • Develop, plan and conduct promotional activities to meet performance targets.
   • Develop and implement contingency plans according to organisational policies and procedures.
   • Negotiate arrangements with suppliers to support promotional activities.
3. Manage golf operations staff.
   • Roster staff to meet operational needs.
   • Recruit and induct new staff members according to organisational policies and procedures.
   • Plan and deliver training to staff about golf shop products and services, performance targets and client needs according to organisational policies and procedures.
   • Monitor performance of golf shop staff against organisational standards of conduct, appearance, advice and service.
   • Promote training and professional development opportunities to staff.
4. Manage golf shop products and services.
   • Select stock according to client base and needs.
   • Design golf shop layout and presentation to support market position and promote client flow according to organisation marketing plan.
   • Develop and implement layout and visual merchandise checks and implement improvements.
   • Define and communicate standards for visual presentations and displays to staff.
   • Assess client response to space allocations in consultation with staff.
   • Implement custom fitting and club repair services to meet client needs.
   • Implement hire service to meet client needs.
   • Develop tuition programs and deliver individual and group coaching according to organisational policies and procedures.
   • Develop and implement pricing policies according to organisational marketing plans.
   • Monitor pricing trends and changes and communicate to staff.
   • Monitor and document stock levels according to organisational policies and procedures.
   • Repair and replace faulty equipment according to organisational policies and procedures.
5. Manage golf programming and fixtures.
   • Monitor golf operations to identify course ideal and maximum rounds played per day and per week.
   • Consult with stakeholders on event scheduling.
   • Check course renovations and maintenance and assess implications for scheduling events and groups.
   • Market and make group bookings according to organisational policies and procedures.
   • Coordinate group bookings with food and beverage staff.
   • Monitor tee sheet activity and handicapping records.
6. Review operational performance.
   • Collect, analyse and document data on golf operations.
   • Analyse golf operations data against operational objectives and performance standards to evaluate operational performance.
   • Disseminate information on golf operations according to organisational policies and procedures.
   • Review and reflect on own performance to identify areas for improvement.