Cost Benefit Analysis of the Monterey Pines Golf Course

摘要

With the option of playing two PGA 'championship' golf courses for nearly the same price as the local MWR golf course, service members are questioning the value of Monterey Pines Golf Course, the government-operated course in the Monterey area. The main purpose of this thesis is to examine the costs and benefits of having a government-operated course in Monterey, where the golf market is extremely competitive, and to examine alternatives to improve the course in terms of value and quality to the service member The research conducted first focused on gathering information through a questionnaire survey about the current state of Monterey Pines, from the eyes of the customer who plays the course. Research then focused on collecting and comparing operating and financial data from Monterey Pines with similar data from Bayonet and Black Horse Golf Courses. Finally, the study moved to examining the costs and benefits of three approaches to improving the course--one of which was a joint public/ private venture similar to Bayonet and Black Horse in structure. In conclusion, it was found that the course needs improvement or it will continue to face losing its military customer base. The three alternatives for improvement were all determined feasible, but strategic considerations of Monterey Pines' long- term market position will be necessary to make a final decision on improvements.