Microsoft® MapPoint® Example: Assessing the potential market for a new golf course

These maps are from a marketing feasibility study for a golf course in Collin County, Texas. Collin County is to the north of Dallas and has seen rapid population growth in the past fifteen years due to the technology and telecom booms.

The maps were created using Microsoft MapPoint to display a Microsoft Excel spreadsheet containing golf course locations and other basic information such as course fees.

Mapping Courses against Collin County Demographics

This map uses the demographic data supplied with Microsoft MapPoint to plot the rapid population growth that Collin County has experienced. By dividing 2002's population data by 1990's population data, a ratio of growth can be derived. For example, a ratio of 1.2 represents a population growth of 20 percent. Note that the present day golf courses are located in the south west corner of the county, where the population growth has been the highest.

Here, the course fees are compared to the average household income. Although there is not a strong correlation between fees and geography, intermediate priced courses tend to be distributed in a band across the middle.

Here, population density is compared against the number of rounds played at each course. The greater the number of rounds played, the paler the course's disk. The courses with the lowest number of rounds are located to the north, near McKinney. This may reflect their exclusive private nature, or it could be due to a lower surrounding population. Also, the local population consists of a high number of new households.

By then looking at predicted population growth, it was determined that the area to the north of McKinney would make a good location for a new golf course.

Can a golf course be re-positioned towards a different market segment?

During the preparation of the report that used the above maps, a new golf course named Craig Ranch was being built between McKinney and Frisco. This was being built by TPC as a private club, but the report then investigated the hypothetical possibility of re-positioning Craig Ranch into a different market segment before it was opened. The report had identified the potential for public courses that were geared towards beginners, youth groups, and families; and this market segment was chosen.

The map on the right was prepared to analyze if the local demographics would support this re-positioning. The existing courses are plotted as colored flags, and Craig Ranch is plotted with a black flag. Population figures are shown for ages 0-13, ie. children. As can be seen, the 0-13 age group has a population peak in a band roughly from McKinney to Frisco. The report concluded that Craig Ranch was ideally located for a golf course aimed at youth groups and families.

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Disclaimer: The above Craig Ranch study was based on the hypothetical scenario that the course was up for sale before opening. This was merely a fictional device for an MBA marketing report, and in no way represents the views of Craig Ranch management or TPC.