Altius is the leading manufacturer of golf balls; With the decline in the people’s interest in Golf, the industry has seen a decline in the number of. Altius Golf and the Fighter Brand. Introduction. Evelyn Gracie, CEO of Altius Golf, took a deep breath before introducing the company’s new golf. ALTIUS GOLF AND THE FIGHTER BRAND Contents External Environment 2. Opportunities 2. Threats 2. Internal Environment 3. Strengths 3. Weaknesses 3.

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The table shows Altius revenue in was In the recession period, the consumer survey shows that the customers had cut down their spending on the purchase of golf balls, which affected badly in the golf industry. This case study is about Altius Golf. Two main rivals of Altius ans Cite View Details Educators Related. Like Us and Get Updates: Appendix-A – Altius progress of gold and other equipment sales. The another tradeoff is used by considering the environmental factors that create the possibility of searching the lost balls and repairing them and selling them at the low cost with the high quality for those who are not willing to spend more on expensive fighted balls.

Elevate will be available through gokf channels such as golf specialty stores and big box retailers instead of “on-course” pro shops where the firm typically sells its products. Search Case Solutions Search for: However, an increase in the number of low price golf balls sold will depend on marketing and awareness of the low price as well as quality of equipments among new golf players.

Moreover, recent consumer study carried out by the United States Golf Association USGAhas 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.

Cite View Details Educators. The company has been losing market share to lower-priced competitors and the CEO wants to introduce a new program called Elevate to foster the next generation of golfers. The below shows the total market value of Altius in units is 9. Primera and Meridian; both the companies gained market share by adopting the cost effective strategy.


Altius Golf and the Fighter Brand Harvard Case Solution & Analysis

The company is now focusing to fulfill the USGA requirements that will provide relaxed rules of playing with the golf ball for new players. Is this segment growing or declining?

The CEO in this way needs to dispatch another item called Elevate to encourage the up and coming era of fighte. Due to highly cost products and the lack of innovation, the organization has been losing the piece of the pie to its opponents.

Welcome: Altius Golf and the Fighter Brand

Elevate is a new line of golf equipments being considered by the Altius Golf. Therefore, it is the best time to introduce the elevate golf ball by extensive marketing strategy of low cost, which will help new golf players to throw the ball perfectly. Effect of Decrease in Retail Altiuus. Therefore, the medium priced elevate would lead to increase in high sales and market share for the company It is the most common strategy that gives high prestigious image and highly priced product.

Value of market share point in unit sales. Altius Golf may be the clear leader in nrand baseball market despite the fact that there has been a decline in the amount glf golfers and a drop in sales following a financial meltdown. Finance Globalization Health Care. Technology and Operations Management.

In addition, it has to focus on low cost and user friendly designed golf fihter in marketing to gain the higher share of growing market. The long-term goal of the company should be to create the impression of the brand by producing high-quality products that motivate players to improve their performance.

Finance General Management Marketing. The firm figher consolidated new eras of cutting edge, super-premium golf balls that permit clients to copy proficient golfers. Focusing on the low price golf equipments, such as Elevate golf ball and changing the marketing strategy from targeting professional golf equipments to low cost golf equipments and more fun oriented golf equipment for new golf players will enhance the profitability of Altius.


Altius Golf and the Fighter Brand

Moreover, opting into this alternate will require Altius Golf to increase the number of sales units, which can be done through extensive marketing. Percentage increase in Units required to maintain profit margins. Dolan and Navid Mojir. This low price equipment should be highlighted in marketing to gain higher share of growing golf industry. The company is using on-course distribution strategy in which they focus a number of professionals and they buy from the pro-shop directly from the firm, it is also called an selective distribution strategy, in which only one distributor, retailer and wholesaler is involved that trade in their particular geographical area.

The company is using the high price and small sales volume in its pricing strategy that has the large impact on the market share. Altius is a leading manufacturing of Golf nrand that is facing a long-term hrand in the quantity of golfers and immense drop in contracts coming anf because of money-related crisis. The tradeoff of fightrr the current strategy will make the company outdated very soon, so it is better to introduce new golf ball to compete in the industry that will help the company to get the competitive advantage by not sticking to the previous status quo and also by entering in the market with not so costly product.

Growth in industry has gold restarted after a period of recession; hence this is an opportunity for Altius Golf to acquire the market share of reviving golf industry. Students must perform a quantitative analysis of the CEO’s proposal to understand the potential risks and gains before making a final recommendation.

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