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Case Study: Altius

Altius has built and maintained its leading share in the golf ball market. Between the years of 2008 to 2010 the market was hit by a global recession, which sparked the first downturn in Altius’ overall market share. Within the years following the recession, there have been slight trends of growth but industry revenues are still far below pre-recession levels. The current strategy has an extreme amount of emphasis on associating the brand with professional golfers. Evelyn Gracie, the CEO, finds that although this strategy is highly important for Altius, it is becoming less and less effective in attracting golfers and their brand loyalty. As data and survey prove, this is mostly in relation to the declining interest in the golf industry as a whole. Gracie proposes to boost sales and revenue by implementing the Elevate program, a strategy known as a fighter brand. Based on what market trends show, this program hopes to foster a generation of new and casual golfers.

BEHAVIOR ANALYSIS
Emerging industry data show trends of consumers reducing their discretionary spending, having a negative backlash on the golf ball market. In a consumer survey, Altius segmented consumer attitudes into three categories: agnostic, enthusiast, and loyalist. Compiled data determined a 12% to 17% jump in agnostic consumers, a 19% to 15% fall in enthusiasts, and a 69% to 68% fall in loyalists. These figures imply an increase in casual golfers who are either beginners or price-sensitive, or both, and a slight decrease in experienced or non price-sensitive golfers who are primarily interested in premium products. In relation, other consumer studies, affirm that both lapsed and beginner golfers agree that high costs, lack of time, and the difficulty of the sport are the leading reasons for not playing golf. Therefore, as the number of golfers has fallen, the few who take...

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