Marketability as a Golf Course
In addition to visitors from neighbouring regions such as Mishima-shi, Susuno-shi and Numazu- shi, its accessibility from the Tomei Expressway and Shin-Tomei Expressway also makes the Mishima Country Club a popular destination for visitors from the Tokyo and Kanagawa Prefectures. Diversity in its visitor base contributes to this golf course's stable number of visitors. A natural hot spring outdoor bath can be found in the clubhouse, and views of Mount Fuji from both the bath and the course add additional value to the course. With the recent registration of Mount Fuji as a Unesco World Heritage Site, demand to play on the Mishima Country Club course is growing. The total number of visitors in FY2013 was approximately 630,000, and the utilisation rate has been stable, at approximately 86% in FY2011, 86% in FY2012, and 87% in FY2013. The country club had over 2,100 members as at the end of March 2013, and member visitors accounted for approximately 20.0%-23.0% of total visitors, creating a stable customer base. In addition to marketing strategies targeting the membership base, efforts are also being made to attract new customers, such as a web-based reservation system. The Mishima Country Club is working to increase revenues through price differentiation for different days of the week, time slots, and play styles. Cost management and higher profit margins are also ongoing initiatives, and these are moving forward via methods such as installation of automated payment machines, self-service caddies (primarily on weekdays) and management of administrative costs through the optimisation of personnel placement.