1. Introduction
1.1 Mission Statement
1.2 Products and Services
2. Market Orientation
2.1 Golfing Market Analysis – UAE
2.2 SWOT Analysis -   ADGC
2.3 Holistic Marketing Concept
2.4 Strategic Direction – ADGC
2.5 Target Segments
2.6 Marketing Strategies & Evolution of ADGC’s Marketing Activities
3. Market Research
4. Conclusion
5. References

1. Introduction
Abu Dhabi Golf Club
“An oasis of tranquility and beauty carved out of desert” is how it is being marketed. Located in the capital of the United Arab Emirates (UAE), Abu Dhabi.   Fifteen minutes away from the city centre and ten minutes from the Abu Dhabi International Airport, Abu Dhabi Golf Club (ADGC) is perfectly located for domestic and international guests.
ADGC features 27 holes of Championship golf course, spread over 162 hectares of land with undulating terrain meandering through pockets of palms and ornamental trees, shrubs and spectacular saltwater lakes. The clubhouse built in a shape of falcon with its wings outstretched peering over the 18th green. As you look across the lakes and shrubs from the far end of the course, clubhouse dominates the scenery.
Ranked among the top 100 golf courses by Golf World Magazine, the course provides tough but a fair test of championship golf.   The course host the major event of PGA European Tour named HSBC Abu Dhabi Golf Championship with a prize fund of US$ 2.7 million sponsored by HSBC, the world’s local bank. The ADGC is managed by Troon Golf.
1.1 Mission Statement
“Abu Dhabi Golf Club creates extraordinary experiences for our members, local community and international tourists by providing superior amenities, services and playing surfaces. Our fanatical attention to detail and continuous effort to improve makes us one of the Middle East’s most sought after Golf Clubs. The creativity and energy of our people stimulates a culture of enthusiasm and Excellence in Innovation, setting us apart from competitors”.
1.2 Products and...