Club Management, management homework help

Part 1: Primary Task

Within the Discussion Forum area, write in no less than 150 words that respond to the following questions with your thoughts, ideas, and comments. This will be the foundation for future discussions by your classmates. Be substantive and clear, and use examples to reinforce your ideas.

You are the GM of a private city club in Manhattan. The club is faced with an economic downturn and is losing membership. The target market for members consists of top business executives. The club is used mostly for business dining purposes and boasts a state-of-the-art fitness center. Over the past several years, the quality of services has declined, and the members are not using the club to the degree that they used to. The brand and vision of the club are to provide premier services and an unparalleled dining experience to members and their guests. The board of directors charges you with the task of increasing the number of active members by 40, or 10%, over the course of the year. The board would like you to create a detailed action plan of how you would go about this task. There is presently no membership committee in place, and the club has not employed a membership director over the past 10 years. The club presently does not have a Web site and does not have an active social program established. Include the following points in the action plan:

?Discuss why members may be leaving and what expectations are not being met.
?Make recommendations on how to market memberships and achieve the goal of 40 new members.
?Discuss what changes can be implemented to increase member utilization, satisfaction, and participation.