Topgolf: Building a Global Sports Entertainment Community

Name: Topgolf: Building a Global Sports Entertainment Community (English version)
SKU: SPM-57

George Foster, Cor van der Wal

Product #:SPM-57

Supplier:Stanford University

Discipline:Marketing

Details:Case (PDF) • 32 pages • 2020-02-28

Subjects:

Marketing Business models Creativity Disruptive innovation Innovation Market entry Sales and marketing Corporate strategy Managing yourself Business expansion

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Topgolf started with the simple concept that it was time to rethink the "joyless mud fields" of golf-and apply microchip technology to create new frontiers in the game. Topgolf Watford, the company's first facility, opened in 2000 northwest of central London. Topgolf differentiated itself from traditional driving ranges by offering covered bays, multiple screens, patios and cafÃ©s-in addition to new golf accuracy challenges based on scoring tied to technology, and a broader entertainment model.

Learning Objectives

This case study takes students through the expansion process, providing insights into the thinking behind Topgolf decisions. The case takes a step-by-step approach, after the realization that a "build it and they will come" philosophy would not generate the desired results.