...Competition in the Golf Equipment Industry in 2009 Karina Diamond 2012 Strategic Management 3/14/2012 Competition in the Golf Equipment Industry in 2009 Karina Diamond 2012 Strategic Management 3/14/2012 Table of Contents Question One 2 * Details of the characteristics of the golf equipment industry Question Two 4 * Includes Michael Porter’s Five Forces Model Question Three 7 * Discussed the competitive weapons used by rivals Question Four 9 * Looks at the drivers of change within the industry Question Five 11 * Key success factors Question Six 13 * Financial Statement Analysis Question Seven 15 * Recommendations Conclusion 18 Appendices 19 * Includes a breakdown of Financial Analysis References 22 What are the defining characteristics of the golf equipment industry? How would you characterise the state of the industry? The sport of golf has a long and regal history. Televised tournaments in the fifties and sixties in America meant that more people became interested in the game. The golf equipment industry in 2009 is in the middle of a crisis with the number of players stalling and the sales of equipment declining since 2006. The industry is defined by endorsements, branding, technological advances and regulation. The industry is currently in a state of decline. The recent recession and the...
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...What are the defining characteristics of the golf equipment industry? Defining characteristics for the golfing industry focus mainly on innovative technology and name or brand recognition. Golf companies essentially sell the same products, so they need to differentiate their products through technological advances such as size, weight, swing velocity, and distances. Research and development is essential to any golf company wanting to stay ahead of competitors. Fortunately for them, golf as a sport attracts mostly upper middle class to wealthy consumers of the economy so the industry can focus on quality with the assurance of high-end sales. Unfortunately for them, because of the expense of golf, when the economy falls, so do sales of golf equipment. Due to the maturity of the market, golf companies are turning to different aspects of the economic market instead of focusing only on clubs and golf balls. International interest in the game of golf has helped to turn the maturing sport into higher profit margins when adding overseas sales, and a new focus on younger generations (and ultimately their large amounts of disposable income available to them through credit cards) has helped to promote the sport to confirm long-range interest in the golf equipment market. Golf companies commonly gain brand recognition by hiring professional golfers to promote their products because testimonials by well-known golfers can be one of the most effective forms of advertising for a company....
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...CASE 3: COMPETITION IN THE GOLF EQUIPMENT INDUSTRY 2009 Background There is no exact date as to when the game of Golf came into existence. The first known reference of golf was made in 1452. Golf has come into its own during the early 1950’s and 1960’s. The game was televised in America, which ultimately meant that more and more people would become exposed to the game. During the late 1990’s.it was estimated that more than 27 million Americans were playing golf. However, between 1998 and 2008, the number of people playing golf had declined from 27.5 million to 25.6 million players. The industry is currently in a state of decline. The recent recession and the onset of regulations from the USGA and the Royal and Ancient society have had a negative impact on the golf equipment industry. 1. The industry is defined by endorsements, branding, technological advances and regulation. - Endorsements – Leading golf brands have always struck endorsement deals with leading golf players. The value of the endorsements has increased significantly since 2000. During the 1990’s top players were receiving between $250 000 - $400 000. By 2007, the top golfers were earning at least $4 million. Tiger Woods has earned more than $80 Million in endorsements in 2009 alone. - Branding – Golf is characterized by brands such as Nike, Callaway, Titleist, TaylorMade, Cobra, Ping, and so forth. - Technological advances – Golf clubs today can hit a golf ball approximately 265m...
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...Decision on Amending the Rules for the Formation of Securities Companies with Foreign Shareholders I. Article 10 is amended to read: “The shareholding of foreign shareholders or the stake of foreign shareholders in a securities company with foreign shareholders shall not exceed 49% cumulatively (including direct shareholding and indirect control). “The shareholding or stake of one domestic-funded securities company at a minimum among domestic shareholders in a securities company with foreign shareholders shall not be lower than 49%. “After a domestic-funded securities company is changed into a securities company with foreign shareholders, the shareholding of one domestic shareholder at a minimum shall not be lower than 49%.” II. Paragraph 1 of Article 25 is amended to read: “Foreign investors may legally hold shares in a listed domestic-funded securities company through securities trading on a stock exchange or hold shares in a listed domestic-funded securities company with the approval of the CSRC by establishing a strategic partnership with the listed domestic-funded securities company, and the approved business scope of the listed domestic-funded securities company shall remain unchanged. The restriction that the shareholding of one domestic shareholder at a minimum shall not be lower than 49% shall not apply to the listed domestic-funded securities company provided that its controlling shareholder is a domestic shareholder.” III. Article 27 is amended to read:...
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...The external environment of Altius Golf consists of: the golf industry, its competitors, regulatory bodies such as United States Golf Association (USGA) and the golf players. External environment includes some opportunities as well as threats for Altius Golf which is discussed below: Opportunities Growth in industry has just restarted after a period of recession; hence this is an opportunity for Altius Golf to acquire the market share of reviving golf industry. Moreover, recent consumer study carried out by the United States Golf Association (USGA), has revealed that high cost of golf equipment is one of the reasons for the lack of interest in golf sport, however; Altius Golf can capture the market growth by offering low-cost golf balls to its consumers through off-course outlets. Additionally, the USGA has introduced “Tee it forward” movement, to make the golf game easy, moreover; USGA has introduced “Golf 2.0” program, which allow the new golfers to play 12-hole tournament instead of 18-hole and use larger holes, therefore; this step of USGA will induce more new golf players that is an opportunity for Altius Golf to gain increased market share of new players. Threats Because of the recent recession period, consumers of golf equipments have cut-down their spending on golf balls and this trend has badly affected the golf industry. Additionally, USGA regulatory requirements are very strict in terms of size, shape and material of the golf balls, which may affect Altius Golf’s...
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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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...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 improvement in equipment and a wide...
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...The number of people choosing to travel by traditional golf carts and newer “street legal” versions just keeps growing. In addition to beautiful communities like Sun City Center and the Villages, where golf carts number in the tens of thousands, many people all over our region are joining the golf cart movement. To better serve our growing number of golf cart owner clients, as well as all of those contemplating getting a golf cart, we are launching a new series that will provide much needed information on a variety of golf cart related topics. Given that we have many readers who are thinking about getting a golf cart for short trips close to home, but who don’t know much, if anything, about the applicable state and local requirements, we...
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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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...Informative Text Essay Yeah!!! Golf is a competitive sport where the objective of the game is to use various types of clubs to hit a small ball into a series of holes on a course in as few strokes or swings as possible. Golf players typically employ careful strategy and skill over strength and speed to be effective at the game. To minimize their scores golfers must carefully tailor their approach and playstyle using each of their various clubs and tools that are carried with them throughout the course. The game is typically played on an outdoor course with a pre-arranged series of up to 18 holes. Each hole on the course must contain a tee box to start play at that hole, and a putting green containing the actual hole where the ball is hit to...
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...Project Description:- A Big Shots Golf is a golf driving range proposed to be constructed on the South Side of N Orange Prairie Road, between grange Hall Road and War Memorial Drive in Peoria, IL (see figure 1). The proposed Big Shots golf facility includes a two-story, 38,500 square foot building. The building will include golf activity areas, a restaurant and bar, and banquet rooms. Located to the east of the building are synthetic green targets surrounded by netting. The proposed site plan includes 230 parking spaces with 7 reserved for handicap accessibility (figure 1). One access driveway is proposed from Orange Prairie Road. Objectives The main purpose of this report is to evaluate the total impact that will be generated by the proposed development and to forecast the future traffic which would effects the surrounding study area. Classifying the potential problems that are generated by the proposed development and providing the necessary recommendations....
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...The Greatest Game Ever Played is a 2005 biographical sports film directed by Bill Paxton. It is based on the life of Francis Ouimet, a golf champion. The film was adapted by Mark Frost who wrote the book The Greatest Game Ever Played: Harry Vardon, Francis Oiumet and the Birth of Modern Golf. Shia LaBeouf plays Ouimet. Most of the movie was filmed in Canada although it takes place in Massachusetts in 1913. Ouimet starts out as a caddy at a country club located across from his house in Brookline. Francis frequently practices in his room once he gets his own set of golf clubs. A club member asks Ouimet to play him at the Country Club. People become interested in Ouimet because he is well-mannered and talented but also a lower class citizen. Ouimet needs money to play in an upcoming tournament and asks his father to borrow...
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...Rock Spring Memorial disc golf tournament Saturday. “It’s providing disc golf to the community, but it’s also revitalizing Rock Spring Park,” Jeff Ligon, who helped design the course and organize the tournament, said. “There was nothing really going on there besides bad things and vandalism, and now with the disc golf course in there I think it’s really helped stopped some of that and bring the park back.” The tournament began in 2009, and happens each year around the same time. The Southern Illinois Chain Bangers, a local disc golf club, organizes the event. Disc golf is played similarly...
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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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...Steel vs. Graphite – What’s the Best for Club Shafts? Golfers who play close attention to their playing equipment know that there is a persistent debate out there: steel vs. graphite. Which one is best for club shafts? Here is an overview of the steel vs. graphite debate and what need to know if to choose between these two options. Steel or Graphite? Which One Will it Be? What is the difference between steel and graphite, and why should you care? Is one inherently better than the other? When it come to most golfing equipment, it depends on your personal preferences, your skill level, and your typical golfing environment, among other factors. Shopping for New Golf Clubs – the Steel vs. Graphite Question Many newcomers to the sport of golf may find themselves faced with this question. There is some common wisdom about the steel vs. graphite debate. Traditionally, it was believed that graphite shafts work best for mid to high handicap golfers, and most casual, recreational golfers. However, this bit of common wisdom is no longer quite true. It is now easy to observe many PGA Tour professional golfers using graphite club shafts. In fact, it was a big deal with even Tiger Woods, back in 2004, began to use a graphite shaft in his driver. However, at that time many professional golfers had already made the transition from steel to graphite golf shafts....
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