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Altius Golf

In: Business and Management

Submitted By krutarth19
Words 1302
Pages 6
Group: I1 Juhi Baranwal 15F225 Krutarth Vashi 15F227 Mahesh T. 15F229 Shashank Lahoty 15F247 Shruti Surendran 15F250

Group: I1 Juhi Baranwal 15F225 Krutarth Vashi 15F227 Mahesh T. 15F229 Shashank Lahoty 15F247 Shruti Surendran 15F250

Altius Golf and the Fighter Brand

Altius Golf and the Fighter Brand

Marketing Management- Case analysis 3
Marketing Management- Case analysis 3

Altius Golf and the Fighter Brand
The case talks of the premium brand in the Golfers market. The case is set in the post-recession period, due to which the company’s market share has been on a decline. The market has seen no new customers over the period and a lot of the potential customers are turning out to be rather price sensitive. The low price competitors are taking advantage over the situation by introducing low priced golf balls and hence seem to be taking over Altius’s existing market share. Altius Golf needs to come up with a new marketing strategy to ensure that the decline in market share does not persist and the competitors are kept in check.

Altius is losing its market share and if it continues with the status quo, it would further lead to decline its position in the market. As of now, Altius is only focusing on the professional golf equipment that are being sold in the on-course stores. As mentioned in the case, 35% of the golfers do not buy Altius products citing high prices and 53% of non-golfers do not buy any golf products because they are very much expensive. Hence it is necessary that Altius should focus on low-cost golf balls, i.e. they segment the market in two categories. 1. High-cost Golf balls and equipment 2. Low-cost Golf balls and equipment.
Altius Golf has been losing its market share due to various reasons such as: * 2008...

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