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4.0 Market Analysis Summary

Emerald Driving Range will be focusing on golfers at all levels and all ages who want a good quality practice facility.

Our target groups include children (ages 6-17), and we are developing a program for them to participate in. Golf is becoming more and more popular and as kids are beginning to participate at younger ages we would like to give them opportunities to learn the game. Another target group is adults, both male and female, who have an interest in either learning the game of golf, or getting better at it. The last target group is comprised of high schools, local colleges, and universities who want a facility to have classes and instruction, as well as train their golf teams. The need for a state-of-the-art driving range in this community has been apparent for many years and Emerald Driving Range intends to satisfy that need.

4.1 Market Segmentation

The profile of our customers consists of the following Psychographic and Demographic factors.

Adults

• 70% male.
• Age range of 18 years to 65.
• Average annual household income of $70,000.
• Professional/white collar worker.
• Plays for business as well as pleasure.

Children

• Age 7 to 17.
• Parents play golf.
• Play other sports in addition to golf.

Schools

• School sizes range between 500 to 2,000 students for high schools in the area.
• Community colleges and university have approximately 40,000 students combined.
• 10% of the local schools are private institutions.
• 40% of high schools and colleges/universities ...