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Callaway Golf Marketing Plan

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Submitted By treycl
Words 4054
Pages 17
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 body and swing are unique to that individual - height, arm length, hand size and swing speed all determine how golf clubs need to be designed and fitted to each individual. According to a survey of authorized retailers that do not currently offer the custom fitting service, there has been an increase in demand for the service. Major competitors are increasing the number of retailers

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