...Running head: GROWING THE GAME Growing the Game Callaway Golf (Marketing Plan) Abstract This proposal discusses the promotion of and the expanding of the Custom Club Fitting service to more markets. This proposal will also discuss and give a brief overview of the company’s history, overall philosophy, the current market condition, the competition, performance, customers, a SWOT analysis, marketing strategies, and marketing mix strategies. The objective of this proposal is to develop and implement an effective marketing plan to expand Custom Club Fitting to more markets to increase performance in the market. Growing the Game Contents Executive Summary……………………………………………………………………… 4 I Introduction 5 a. Background 5 b. Purpose and Objectives 6 II Analysis of the Environment 6 a. External Analysis 6 a.a. Market 7 a.b. Competition 7-8 b. Internal Analysis 8 b.a. Performance 8 b.b Customers 9 III SWOT Analysis 9 a. Opportunities 10-11 b. Threats 11-13 c. Strengths 13-14 d. Weaknesses 14-15 IV Fundamental Marketing Strategies 15 a. Positioning Strategies 16 b. Competition Strategies 16 V Marketing Mix Strategies 17 a. Product 17 b. Price 17 c. Place 17 d. Promotion 17 VI Implementation and Control 18 a. Implementation 18-19 b. Control 19 VII Conclusion 19 Executive Summary Every golfer's...
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...have joined the industry since Callaway first began and they have been narrowing the gap in terms of a competitive product at a cost that is equal to, if not less than Callaway’s for a like product. Therefore, should Callaway continue to maintain their leading-edge technology, focus on average golfers target market and build strong relationship with retailers? Objectives: _Maintain customer value _Obtain a growth in sales _Maintain Premium pricing model _Increase brand awareness Alternatives: 1. Expand its operation in international markets 2. Focus on the baby boomer segment 3. Develop the variety of products in terms of golf accessories 4. Strengthen relationships with retailers 5. Sponsor golf camp and university or school tournaments. 6. Invest in R&D to maintain their leading-edge technology Consequences of alternatives: (Table 1) Callaway should focus their marketing programs on the baby boomer generation segment. One of this target segment’s characteristics is that people at the age of 50-60 have more time to play golf as they are retired and tend to remain brand loyal. Moreover, baby boomers have more disposable income, which makes them more likely willing to pay a premium for higher quality clubs. Another alternative for Callaway Golf Company is to develop its products in terms of accessories and create a star golfer model. By doing that, they would have lower cost than producing golf clubs and golf balls. Furthermore, because...
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...What are the defining characteristics of the golf equipment industry? What is the industry like? The defining characteristics of the golf equipment industry are product performance, innovative technology and name brand recognition. Golf companies essentially sell the same products so they must differentiate their products through technological advances. Fortunately for golf companies, the sport attracts mainly upper-class individuals so the companies can focus on quality with the assurance of high-end sales. This industry is very competitive due to the regulations placed upon it and the diminishing growth in the number of players in the recent years. The technology and research that these companies have done is so advanced that the USGA feels the need to place regulations upon the professional players to that the game is fair all around. The industry can be separated into two parts: golf and sporting goods. 2. What is competition like in the golf equipment industry? What competitive forces seem to have the greatest effect on industry attractiveness? What are the competitive weapons that rivals are using to try to outmaneuver one another in the marketplace? Is the pace of rivalry quickening and becoming more intense? Why or why not? There has been a great advancement in the equipment technology. Despite these advances in equipment, the average handicap according to the United States Golf Association for both males and females has not changed much. With the...
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...Callaway Golf Company, through the use of technology, design and manufactures premium, innovative golf clubs that are demonstrably superior to, and pleasingly different from, its competiton. Callaway Golf’s primary products, which incorporate the S2H2 design concept, currently include the Big Bertha® War Bird® Stainless Steel Metal Woods, Great Big Bertha® Titanium Metal Woods, Biggest Big BerthaTM Titanium Drivers, Big Bertha® X-12TM Iron and Great Big Bertha® Tungsten. TitaniumTM Irons. Callaway Golf’s wholly-owned subsidiary, Odyssey Golf, Inc., makes and sells Odyssey® putters and wedges with Stronomic® and LyconiteTM inserts. 2000 Callaway luôn tin rằng cách để phát triển môn golf này là làm nó thú vị hơn cho các tay golf. Đó là lý do tại sao chúng tôi luôn nỗ lực thiết kế, sáng tạo, xây dựng và bán nhiều gậy golf nhất trong lịch sử của trò này – trao cho các tay golf nhiều cơ hội để đạt thêm những cú “great” mỗi vòng. Chúng tôi dự định tiếp tục cố gắng phát triển trò này bằng cách giúp mọi người thưởng thức trò chơi. – Ely Callaway 2003 Công ty Callaway golf được điều khiển trở thành tổ chức thế giới về thiết kế, phát triển, tạo lập và mang lại màn biểu diễn vượt trội và những sản phẩm golf khác biệt đẹp mắt, kết hợp công nghệ đột phá lan sang những sản phẩm với dịch vụ khách hàng vượt trội đáng kể, và tạo ra lợi nhuận cho cổ đông vượt chi phí vốn, chúng tôi chia sẻ niềm đam mê của mỗi người chơi golf, cam kết với tài năng và công nghệ của chúng tôi làm tăng sự thỏa...
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...Callaway Golf Company — 2009 Case Analysis Peter Peter MGMT 637 Strategy Management Professor. Garcia, Edmundo, M.I.B.A Mitjans 1 From its initial existence R&D and innovative products had been the lifeline of CGC. When Callaway bought into the company his first initiative was to develop original products. Innovation and superior performing products are important in golf because equipment is thought to have a significant impact on player performance. Moreover, innovation was important because CGC had to be the technological leader to sell its products at premium price and continue to exceed customer expectations. The industry was also characterized as being driven by new product development because manufacturers were trying to bet each other to the next "best club" so CGC had to manufacture products that were differentiated from its own existing products as well as those of its competitors. The S2H2- introduced in 1988. This club redistributed weight to the striking area of the club head. The Big Bertha metal woods introduced in 1991. The innovative feature of Big Bertha was that it provided a larger "sweet spot". The oversized head made it easier to make contact with the ball so in turn made drivers more widely used by average golfers and revolutionized the way clubs were manufactured. The Great Big Bertha Titanium- launched in 1995. Titanium clubs increased the moment of inertia by moving material away from the club...
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...Callaway Golf Company Write-up Team Number: B6 Team Members: Chenyu Gu 00231 83681 Xizi Shen 00247 52182 Hui Shi 00226 01971 Xing Zhang 00253 54085 Zhengbang Zhang 00244 61131 Section Time: MW 10:30--11:45 Part I. Overarching Problems CGC, Callaway Golf Company, has always enjoyed a great reputation as one world-leading manufacturer of high-end golf clubs and accessories. It is specialized in its innovation of technology and premium quality products. However, in 1998, the magic started to fade and sales dropped, CGC experienced a loss of 27 million. During that time, CGC had several significant issues: its poor relationship with retailers, the growing R & D cost, and the problematic marketing strategy. First, retail stores are critically important to sales turnover. With a high turnover, CGC management team realized the product knowledge of retailers didn’t meet its expectations. Besides that, margin was another conflict between CGC and its retailers because CGC came up with critical finance policies which highly restricted retailers’ flexibility on setting up prices. In addition, CGC usually sold their products at higher prices than other companies in the same industry. Thus, it means that CGC has to keep developing and introducing new products in order to hold their old customers. Therefore, CGC has to spend much more on R & D to differentiate its products from other competitors. Moreover, Richard Helmester, who is in charge of CGC’s R & D department, believes...
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...Callaway Golf Clubs Irons: Set Composition A typical, off-the-shelf set of irons will include a 3-iron through pitching wedge (advertised as "3-PW"), 8 clubs total. The clubs are identified by a number (3, 4, 5, etc.) on the sole of each club, except for the pitching wedge which will have a "PW" or "P." Other irons may be available for purchase separately, including a 2-iron and additional wedges (gap wedge, sand wedge, lob wedge). None of the additional clubs are necessary for beginners, and especially not the 2-iron. 1-irons used to be available, too, but are now virtually extinct. Iron Loft, Length and Distance As you go through the set, from the 3-iron to the pitching wedge, each iron has a little more loft than the previous, and a little shorter shaft length than the previous, so each club (going from 3-iron to PW) hits the golf ball little less distance than the previous. That is, a 5-iron has less loft, a shorter shaft, and produces shorter shots than the 4-iron; the 4-iron has less loft, a shorter shaft, and produces shorter shots than the 3-iron. The pitching wedge has the most loft, the shortest shaft, and the shortest distance in the traditional 3-PW iron set. Also, as you move through the set to the shorter, more lofted clubs, the resulting shots will have a steeper trajectory; shots will rise at a steeper angle and fall at a steeper angle. That also means that a ball hit with the 8-iron, for example, will roll less once it hits the ground compared to a ball...
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...P E RF ORMANCE I NDIC ATOR ™ TECHNICAL OVERVIEW 2 GOLF BALL CONSTRUCTION AND THE EFFECT OF WATER ON A GOLF BALL 3 RESEARCH AND CONCLUSIONS (PAGE 4) 5 HOW WATER DAMAGE, UNAUTHORIZED REFINISHING, AND REFURBISHING AFFECT A GOLF BALL 6 HEAR IT FROM THE EXPERTS 8 ARTICLE LINKS 9 DID YOU KNOW THAT THE USGA REGULATES DISTANCE? 2 GOLF BALL CONSTRUCTION The two final layers or coatings of golf ball construction include a primer and a “protective” gloss coating. The primer, in most cases, is water-borne polyurethane and the final layer of protective gloss coat is generally a two-part solvent-based polyurethane. The protective coating is designed to be water permeable. When a golf ball is struck, it creates micro-cracks, allowing for increased passage of humidity/water. To prevent macro cracking or bubbling of the protective gloss coat, the coating must be designed to allow water to flow freely.The core or “engine” Golf ball construction is generally broken down into four main types: LIQUID CENTER Construction: Small rubber or plastic core filled with liquid, surrounded by rubber windings tightly wrapped around the core. Primary cover materials include Balata, urethane or elastomer. Models Include: Maxfli Elite, Slazenger Pro Preferred, Titleist Professional, Titleist Tour Distance. Players: Tour Pros and and low handicap amateurs looking for control and feel around the greens. SOLID CORE WOUND Construction: Large...
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...MARKETING MANAGEMENT (MK101) Term 1: Section D Week 2 4 July, 2012 2 Agenda • Session Contents • Levitt and Marketing Myopia 4 July, 2012 © Krishanu Rakshit, IIMC 3 MARKETING MYOPIA By Theodore Levitt, HBR, 1960, 1975, 2002, 2004 4 July, 2012 © Krishanu Rakshit, IIMC 4 Marketing Myopia • Few observations: • The Railroads are in trouble today not because that need was filled by others….. But because it was not filled up by the railroads themselves. • The history of every dead and dying ‘growth’ industry shows a selfdeceiving cycle of bountiful expansion and undetected decay • … then the absence of a problem leads to the absence of thinking. • Mass production does indeed generate great pressure to ‘move’ the product. But what usually gets emphasized, is selling, not Marketing. 4 July, 2012 © Krishanu Rakshit, IIMC 5 Marketing Myopia • Few observations: • The marketing effort is still viewed as a necessary consequence of the product- not vice versa, as it should be. • This is not what the engineer managers say, ……. and this accounts for their concentration on what they know and what they can controlnamely product research… • …. Organization must learn to think of itself not as producing goods or services but as buying customers … .. 4 July, 2012 © Krishanu Rakshit, IIMC 6 Marketing Myopia • So, where do successful businesses like American Railroads go wrong? • Narrow definition of their business ...
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...$1,200 in 1995. I remember it like it was yesterday. He loved that old truck. He spent more money fixing it than the truck was actually worth. The Ford was a kind of silver/grey color with two black stripes down the middle. It had a big dent above the left rear wheel that occurred when a drunk driver side swiped it while stopped at a red light. The truck’s bed was mostly full of my granddad’s golf equipment and covered by a black plastic truck bed cover. The golf gear was not arranged or organized in any way, only he could find what he was looking for any given time. There were always empty golf ball boxes piled up on the bed of the truck. Underneath the boxes, one could find the golfing equipment. Once I got inside of the cabin, I entered a whole different world. The door on the driver side wouldn’t open at times and I would have to go in through the passenger side door. Most of the time the passenger side was full of newspaper clippings, empty bottles, cans, 2 pairs of golf shoes and a pair of sandals. Inside the cabin, it usually smelled like dirt and grass. My grandfather played golf for a living, not in the PGA or anything like that, but he always managed to make enough money to support his family. Once I finally got past the odor. I proceeded to insert the key and hoped it would start. Sometimes it did nothing, but my Grandfather told me that this could happen and he said I had to keep trying until I could get it to start. So I continued to crank the engine a more times...
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...can remember, my Dad and Grandpa always went golfing. My opinion of golf was that it is an old man’s sport because all of the people I know who were passionate about the sport were old men. In my opinion I thought golf was pointless, and it didn’t make sense. I hated golf, but it was always on the TV in my house. So, sometimes, I had no choice but to watch since the other TVs were in use by other members of my family watching things I was even less interested in than golf. As the years passed, and the more I watched golf on TV with my dad, the more I became interested in the sport. Because of my growing passion for golfing, I was thrilled this past summer while I was sitting on the beach working on my tan when all of a...
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...2015, Greenacres Country Club hosted a golf tournament in Glenview, Illinois. Prior to the tournament, Greenacres Country Club and Martin Motors Inc. came to an agreement in which Martin Motors Inc. agreed to donate a new 2016 Seabring convertible to “any golfer” that makes a hole in one. Martin Motors Inc. felt this would be a great chance of promoting their business. Flyer were posted and mailed to potential players advertising the tournament. Richard Smith and his son, David Smith age of 16, signed up and paid the required fee. On the day of the tournament, Martin Motors Inc. send an agent with car, attached to the car was the flyer promoting the tournament. On the thirteen hole, David made a hole in one in front of other members in his foursome. David informed Martin Motors Inc. about his achievement and hoped he would get the car. Martin Motor Inc. Martin Motor did not believe David and refused to give him the car. The chances of making a hole in one are 1 in 12500, you could see why they would not believe him. David Smith now want to sue Martin Motors Inc. We could easy tell that their was acceptance, on the offer made my Greenacres Country Club to Martin Motors Inc. to...
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...Altius Golf is one of the leading produces of golf balls. Since the 2008 recession the company has yet to recover their revenues. However, the overall market for golf balls has increased in sales 4.1% in 2012 but continues to fall short of pre-recession records. There are several factors that play a role in the decrease in Altius financial position. Consumer spending has decreased significantly since the 2008 recession that further implicates the struggle with continued interest in golf as a sport with decreasing interest since 2003. With the decrease in golf participants there is a significant imbalance of supply and demand for golfing equipment impacting all production companies. The new strategy Altius is using to introduce the Fighter Brand is both promising but also imposes possible problems. The approach Evelyn is presenting focuses on some of the main problems facing the golf equipment industry including providing lower cost but high quality golf balls to consumers. However the population in which the strategy focuses on is at a higher risk for market losses. Altius would be changing their targeted population from on-course to off-course golfers and as a result their competing market. Because Altius is known as a leader in golf ball production for high quality and high prices balls they would essentially be demoting themselves in the industry. The research indicates a difference in sales from on-course and off-course in both shares and dollars. Essentially...
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...A golf ball manufacturer desires Click Link Below To Buy: http://hwaid.com/shop/a-golf-ball-manufacturer-desires/ A golf ball manufacturer desires to compare the distance traveled by golf balls using four unique designs. Fifteen balls were manufactured and each was brought to the local golf course for testing by the local pro. The order of the golf balls hit by the professional was randomized so the pro did not know which ball was being hit. All 60 balls were hit over a short time period to reduce any potential environmental effects. Distances traveled for each ball are: A B C D 1 206.32 217.08 227.77 230.55 2 207.94 221.43 224.79 227.95 3 206.19 218.04 229.75 231.84 4 204.45 224.13 228.51 224.87 5 209.65 211.82 221.44 229.49 6 203.81 213.9 223.85 231.1 7 206.75 221.28 223.97 221.53 8 205.68 229.43 234.3 235.45 9 204.49 213.54 219.5 228.35 10 210.86 214.51 233 225.09 11 207.94 221.43 224.79 227.95 12 204.45 224.13 228.51 224.87 13 203.81 213.9 223.85 231.1 14 205.68 229.43 234.3 235.45 15 210.86 214.51 233 225.09 1. At the 0.05 level of significance is there evidence of a difference in the mean distances traveled by the golf balls with different designs? 2. Do the results in question 1 indicate that it is appropriate to use the TukeyKramer procedure to determine which designs differ in mean distances? You may need to do a little research of your own to get the equations to do this. It is not hard but Excel does not do this calculation with a "couple...
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...Jack Nicklaus Golf Club in Incheon, South Korea was the site of perhaps the most exciting President’s Cup to date. With a playbill lacking many of the big names golf fans have grown accustomed to in years past, this tournament showed the world that this new generation golfers can provide the same thrills as the aging veterans. With Phil Mickelson and Jordan Spieth headlining one of the strongest American teams in years it seemed that the International team led by Jason Day did not have much of a chance. However it was the seemingly weak International team that matched the American squad match for match throughout the course of the tournament. Playing at a little over 7,400 yards, Jack Nicklaus Golf Club proved to be a fair but challenging track for the world’s best....
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