Two years ago, Topgolf chief marketing officer Geoff Cottrill was at a golf tournament in Jacksonville, Florida, when he and a friend were walking the course and spotted two kids laughing hysterically as they rolled down a hill.
Click here to read the story at fastcompany.com.
Discussion Questions:
- What is Topgolf?
- How has Topgolf helped the golf industry to grow?
- What is a marketing plan?
- What is a SWOT analysis?
- Why are marketing plans and a SWOT analysis important to a business like Topgolf?
- As a class, create a SWOT analysis for Topgolf.
- Have you ever visited a Topgolf? If so, would you consider yourself to be a golfer?
- Why might that be important to Topgolf?
- What is a target market?
- Who might represent Topgolf’s target market?
- What is positioning?
- How has Topgolf positioned its brand?
- Based on what you learned from this news story, what does Topgolf’s future look like? Be prepared to discuss your answers in class.