At InteGolf, we currently exist in the Canadian market, but we believe we are ready to take our business to the next level and expand our scope of locations into the US market. With your help, we hope to assess our customer landscape beyond the demographics we currently cater to by learning about their expectations and behaviors.

This will involve several different steps for the students, including:

• Researching the target market in potential new locations. We have highlighted a few states that we feel will be the most effective for us to enter. They include, Florida, Texas, North and South Carolina and Arizona.
• There are two data sets we are looking to research; the first being golf courses; including; current tee sheets, relationships with golf associations, costs, amenities and location.
• The second data set is demographic data on golfers in each area; including spending power, proximity, membership, age, etc.
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• Compiling a report including the location analysis, and recommendations on how to best enter each market (ie do we need to join an association, do we need to integrate a particular tee sheet in our system)

By the end of the project, students should complete the following list of activities.

• Research our target market in new areas and create a weighted decision matrix.
• Create a survey based on the appropriate location and demographic information.
• Analyze survey data collected, using the weighted decision matrix they created to decide on the best location(s) to expand to.
• Create a report including all research, survey data, and analysis with location recommendations based on the weighted decision matrix.

Final deliverables should include:

• A report including all research, survey data, and analysis with recommendations on how to enter the market in each new area.
• A slide deck to be presented to the project manager explaining the report including all choices made and the recommendations.