Chestnut Ridge Country Club

Management (or Decision) Problem
Despite Chestnut Ridge Country Club maintaining a reputation as one of the outstanding country clubs in the Elma,Tennessee, area, Chestnut has been experiencing shortages in the number of people seeking membership. The board of directors believed that the membership applications at the three competing country clubs in the area were not experiencing the same thing. The board is perplexed as to why their club is experiencing these declines.
Research Problem and Objectives
The marketing research problem is to help the board of directors of Chestnut Ridge gain insight into why the suspected decline in the number of people seeking membership is occurring.
The specific objectives of the research are:
1. to outline areas in which Chestnut Ridge fared poorly in relation to other clubs in the area;
2. to determine people’s overall perception of Chestnut Ridge; and
3. to provide recommendations for ways to increase membership applications a...