Elements and Performance Criteria
- Identify pro shop's objectives.
- Access the organisation's marketing plan and identify marketing objectives.
- Confirm the objectives and focus of the organisation with relevant personnel where appropriate.
- Determine the current and prospective client base and identify strategies to service the needs these of groups according to relevant legislation.
- Develop marketing or retail strategies in line with the organisation's marketing plan and relevant legislation.
- Identify the scope and type of groups targeted as potential clients and implement strategies to attract them according to the organisation's marketing objectives and relevant legislation.
- Prepare a marketing strategy.
- Set measurable performance targets for marketing activities in consultation with relevant parties.
- Plan client market research activities and schedule within appropriate timeframes.
- Identify promotional activities according to organisational marketing plan and relevant legislation.
- Manage promotions in order to achieve maximum client impact and develop contingency plans according to organisational policies and procedures.
- Negotiate arrangements with suppliers in regard to special promotional activities.
- Coordinate promotional activities to complement manufacturer's or National Activity Organisation's promotions according to relevant legislation.
- Manage pro shop's merchandising.
- Select stock according to identified client bases and needs according to organisational policies and procedures.
- Develop layout and presentation to support market position and promote client flow according to organisational marketing plan and National Activity Organisation national policy.
- Develop layout assessment checks and implement in line with suggested format from National Activity Organisation marketing surveys.
- Define and clearly communicate standards for visual presentations and displays to staff.
- Assess client response to space allocations in consultation with appropriate staff.
- Select suitable staff to ensure appropriate information and advice is conveyed to clients according to relevant legislation.
- Train staff in performance and target markets and available stock and services.
- Manage pro shop's on-course golf operations.
- Identify courses ideal and maximum rounds played per day or per week.
- 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 according to organisational policies and procedures.
- Conduct effective housekeeping according to organisational policies and procedures.
- Manage pricing policies.
- Develop and implement pricing policies according to organisational marketing plan.
- Maintain and communicate accurate information on pricing trends and changes to relevant staff.
- Monitor and document stock levels according to organisational policies and procedures.
- Repair and replace faulty equipment according to organisational policies and procedures.
- Monitor and review merchandising plan.
- Collect and document valid and reliable data on marketing performance in consultation with appropriate personnel.
- Assess data against performance targets of the marketing plan.
- Disseminate information on marketing performance to ensure future developments incorporate required changes and improvements.
- Review own performance and identify potential improvements.