银海国际游艇俱乐部经营的再定位之惑

Qingdao Yinhai International Yacht Club was China’s first yacht club to be built and operate in accordance with international standards. But after nearly 10 years of business development, Yinhai’s facilities had grown outdated and the club was rapidly losing members, impelling it pursue self-transformation. To improve its developmental prospects and prevent the loss of customers, Yang Xia was appointed general manager by the CEO, Xin Hualong, in 2014. Yang attempted a corporate restructuring and repositioning to attract new members. On the basis of Yinhai’s market research, competitor analysis, and analysis of the difficulties faced, the company drew up three preliminary plans of action. But opinions of the plans differed, and the general manager struggled to identify which plan would work best. As part of a marketing curriculum, this case fosters discussion of corporate repositioning issues for MBA, EMBA or senior management training courses. The case could also be used in a curriculum on strategy.