ALTIUS GOLF AND THE FIGHTER BRAND

SITUATION ANALYSIS

Altius Golf is a company leader in golf balls, it has been the market leader of golf balls for a very long time, but because of the global recession, its CEO and its chief marketing officer are trying to develop a new strategy by introducing a ball that is priced more than 40% below the company’s flagship Victor TX line and it would be sold primarily through the “off-course” channel, keeping it out of the most premium “on-course” retail outlets. Only two directors viewed the move favorably, agreeing that it was the right strategy to meet the broader growth challenges in the golf industry. The other five weren.t happy at all with the implementation of Elevate, the
Because of the large market which exist, there is strong competition between equipment makers to get their products sold. Of the equipment that is needed to play a round of golf, clubs and balls are the most essential. More notably is the fact that clubs have a longer useable life than golf balls. New golf balls may be needed every time a golfer goes to the course to play a round. This is because balls get lost or scuffed during play. The high sales turnover which exists with golf balls makes this product attractive to sports equipment producers. Altius Golf may be the clear leader in the baseball market despite the fact that there has been a decline in the amount of golfers and a drop in sales following a financial meltdown. Altius Golf still maintained its good position in the market by introducing generations of higher level, top quality golf balls that allow their clients to copy professional golf players. The business suffered a loss because of competition who had been cutting the prices down and the Chief Executive Officer really wants to introduce a fresh program called Elevate to foster another generation of golfers. With the introduction of Elevate, Altius Golf will introduce a ball that’s smoother and better to drive for long distances and provide it at a cost 40% below the business’s flagship product. Elevate will undoubtedly be available through “off the course” channels such as for example golf specialty stores and big box retailers