The study on the profile of market niche of Penang Golf Resort Berhad in meeting customer needs / Maziharita Mohamood

Study encompass the profile of market niche of Penang Golf Resort (PGR) in serving and meeting customer needs. Market niche will be overview based on factors known as four Ps consist of product, price, place and promotion. The criteria of market niche include the service benefits offered, reasonable price, service facilities, service factory location and promotion. Both criteria are the factors that influence customers in making decision to go to PGR. The factors will be analyzed based on their importance and relation to the level of company performance.
The focused respondents of the study were the existing members and potential buyers. The main reason was to gather information regarding the most important factors or attractions of PGR. Hence, there has not been any market research to study on the market niche of the company.
Typically, this study will provide an ideas and sources of information toward developing a comprehensive and effective marketing strategies in facing with the future challenges of leisure and tourism industry.