Reference no: EM132692723

Question: George and Svetlana Kulikovsky opened their first business, PROS Golf Shop (PGS) as a pro shop in a downtown Toronto golf shop a very humble beginning. Over the years, they captured a niche market that consists of professional, semi-pro and avidly serious golf players. They repair golf clubs, offer expert advice and golf lessons as golf pros and outfit the best players in Canadian golf. Storefront locations were opened in Toronto in 2012 and downtown Oakville in 2018.

In 2018, PGS introduced prosgolfshop.com, their online store, and in 2019 the Oakville store moved to a new upscale location in a plaza on Cornwall Road, Oakville.

PGS's key success factors include superb service, highly knowledgeable staff and innovative programs such as golf demonstrations and charity events, adult and junior tournaments and more. PGS is the preferred retailer of the Ontario Golf Association and in 2015 served as the official retailer of Canadian Open Golf Tournament. The owners and staff alike demonstrate their passion for golf and their commitment to customers on a daily basis.

Among their staff of 60, most have been with them for over 10 years and these include some of the best golf pros and golf club repairers in Canada, many of whom are well connected with the top players. Many employees are cross-trained or multi-skilled, serving as golf pros and sales associates. PGS just created a new position and hired their first Operations Manager, who believes that teamwork is the key to winning any battles with the competition. She also has said that PGS needs to become more disciplined - that personal productivity needs to increase if the company is to be competitive into the future.

This very successful company has encountered some recent problems, however. Their best market segment has been the baby boomers, many of whom have begun to switch to less strenuous sports as they grow into their 50s and 60s. Some of PGS's most talented employees are also in this same age group and will retire soon. Finally, the current economic recession hasn't caused the company to lose many customers, but most loyal customers are buying less, so sales are down significantly. No staff were laid off.

Use the information in the case to respond to each question that follows. Point form answers are acceptable. Make sure you provide sufficient information to ensure your points are clear. Additional information is provided as required.

- Suggest 3 job qualifications for a sales associate position with PGS and explain why each is important for the job with this company.