This website uses cookies to ensure you have the best experience. Learn more

Altius Golf Essay

1761 words - 8 pages

CASE ANALYSIS
Course name: Marketing Management

Altius Golf and the Fighter Brand

FAS Group No: E2
Name of the Students
Ashish Rakheja | 15F113 |
Pankaj Deshpande | 15F134 |
Sarthak Chandra | 15F144 |
Shruti Shukla | 15F148 |
Sreeda P | 15F153 |

TERM 2 – 2015
T A PAI MANAGEMENT INSTITUTE, MANIPAL

PROBLEM STATEMENT
The recession of 2008 had badly affected the golf industry. The consumers of golf equipment were cutting down their spending and as a result the retail outlets closed at an alarming rate of 25%. The investment in golf course real estate and development sector also fell down over 40%. The sales shifted from on-course pro-shops to off-course retailers. USGA ...view middle of the document...

Following are the four major reasons that led to the loss of Altius Golf’s market share:
* According to USGA, due to recession, 23% women and 36% children had quit the sport in the following five years. Investment in golf course real estate fell by 40% after the recession which led to increase in closure of the clubs faster than that of the new openings. This in turn led to the decrease in on course retailers which was Altius Golf’s forte.
* Due to declining interest of people in golf, USGA took initiatives to make golf a fun sport rather than a serious one which didn’t went in Altius’ favor as they focused on the more serious part of the game with their specialized Victor TX range of balls.
* A consumer research done by Altius Golf revealed that 35% of the golfers cited high prices as a reason for not buying the brand. Thus, Altius Golf was seen as a premium brand and in times of financial crisis, no consumer wanted to buy an expensive product when cheaper products were available in the market. Also a major chunk of the customers were willing to try the non-conforming ball which Altius Golf didn’t introduce in the market.
* Also, margins offered by Altius Golf to the retailers were on the lower side as compared to that of its competitors which didn’t work in Altius’ favor as the retailer preferred brands with higher margins in their stores.
* The competitors also played a major role in cutting down the market share of Altius Golf. Innovations, marketing campaigns and aggressive pricing was eating up Altius’ market share steadily. Primiera’s strategy which was mainly focused on overshadowing the need for using tournament winning balls, which was the major focus of Altius’ advertising campaign, as well as Meridian’s introduction of non-conforming balls led to the increase in their market shares at the cost of Altius’ share.
The aforementioned indicators clearly depict a picture of Altius Golf losing its ground due to its strategies which worked before the financial crisis to its competitors. These competitors are clearly being flexible in their strategies by innovating and offering inexpensive and fun filled experiences to their customers, trying to attract more and more newbies to the sport whereas Altius Golf is still continuing its focus on tournament winning balls which are expensive and preferred by professionals. However, due to recession these professionals are decreasing thus leading to the reduction of Altius’ customer base and hence, their revenue. Although it also had medium range balls available, it was still viewed as a premium brand thus deterring the users from buying the brand. Thus Altius Golf’s status quo had serious implications as buyers found it insensible to buy products which were expensive in recessionary times thus creating an alarming situation for Altius Golf.
Altius’s Objective – What trade off’s should it manage?
If Altius focuses on the manufacture of top of the line golf balls only, their...

Other Papers Like Altius Golf

Jail Responsibilities Essay

589 words - 3 pages Jail Responsibilities Monique Priorello September 23, 2012 One of the main responsibilities of a jail is to give the officers the correct “Police Correspondence” courses. This is because these courses give the officers the effective basic training that they need to do things such as; Writing of Memoranda, Police Reports, and Civilian Letters. What needs to be done first is make sure that there are NO errors. This means in

Mgt330 Essay

638 words - 3 pages Starbucks Nefertiti Wright Sangita Patel October 15, 2012 STARBUCKS 2 STARBUCKS - 1 - [no notes on this page]I. Job description a. Baristas II. Job specifications a. Duties III. Form of departmentalization STARBUCKS 3 Starbucks Starbucks have been named in the 100 best companies to work for. Starbucks has many job opportunities for people, which require the right job specifications. The employees create uplifting experience

Fight Club

917 words - 4 pages Fight Club is a story of the narrator’s struggle to gain control over his life. He is in search for an identity in the form of manhood. His masculinity is so repressed because of the absence of a father figure in his life. Because of this he creates Tyler, his alternate personality. Tyler is nothing like anyone the narrator has met, he is self assured and completely free. The narrators alternate personality Tyler Durden is the ultimate alpha-male

The Powers Of The Health And Safety Representative

254 words - 2 pages The Powers of the Health and Safety Representative A health and safety representative has the power to: Identify Workplace Hazards The health and safety representative has the power to identify workplace hazards. This power is usually exercised by conducting workplace inspections. Obtain Information from the Employer The health and safety representative is entitled to the same information available to a joint committee member. Under the Act

Lesson Plan

6476 words - 26 pages QWERTYUIOP by Vivien Alcock Table of Contents Introduction About Short Stories The Writer Synopsis Elements Activities Beyond The Text Assessment Answer Key Glossary Panel of Writers [pic] SHORT STORY Welcome to the World of Literature and to Short Stories! We hope you will enjoy working with this guidebook, which has been specially designed to help you prepare your students enjoy the Literature

Management

1227 words - 5 pages Coca-Cola Global Business and Marketing Strategy Introduction As domestic markets mature, it is becoming more and more fashionable for organisations to seek growth through opportunities in foreign countries. Faster communication, new technologies and improved transport links are making international markets more accessible and businesses pursuing a global position can experience an upsurge in brand awareness and cost effectiveness. Global

Facing Poverty With A Rich Girl's Habit

783 words - 4 pages Facing poverty with a rich girl’s habit Adele Strader Professor Chryst English Composition October 22, 2012 Facing poverty with a rich girl’s habit was written by Suki Kim and published in the New York Times on November 21, 2004. The most important point that Suki want to make was that (1) what we have in life can be taken away in an instant (2) do not go bankrupt in South Korea (3) that a person must adapt and endure

3-4-50 Paper

572 words - 3 pages -4-50 paperLack of exercise is a key contributor to disease and death among many people in the United States, regardless of age. It is a well-known fact that exercise results in a healthier lifestyle. Along with tobacco use and poor nutrition, lack of exercise is one of the main issues that people have which leads to high blood pressure, obesity, and other serious health problems. According to a study by UCSD School of Medicine and SDSU

Capitalism

836 words - 4 pages Miguel Beatrice Capitalism is an economic system in which private individuals and business firms carry out production and exchange of goods and services through complex transactions involved in prices and markets. By extension called capitalist higher social class of this economic system ("bourgeoisie"), or to the common form would the individual interests of capital owners in both companies, shareholders and patterns, also called capitalism

Sociology

1177 words - 5 pages Homelessness in America Homelessness in America is a social problem that we are faced with on a daily basis. Despite the vast number of research done by Americans on homelessness, little is still known about the effect that it has on our society. The overall image that emerges from the effects of homeless people

Mental Health Community Service Essay

509 words - 3 pages Ladesca Smith Nursing 162 Community Volunteer Service Assignment Why you chose this agency? I chose this Sharing God’s Love, because I was interested in what kind of services they provide. I also wanted to know if there was any help out there for the people in need with mental illnesses. I also had lots of my kid’s old clothing that I needed to get rid of, so I donated it to them. Describe the population the agency serves. The

Related Essays

Lafarge S.A Essay

2924 words - 12 pages NAME: IHEKANANDU KINGSLEY N. COURSE: MGMT 292 / F12 N01 TITLE: INDIVIDUAL CASE STUDY (LAFARGE S.A.) SUBMITTED: October 5, 2012 TABLE OF CONTENTS 2. INTRODUCTION 3 3. DESCRIPTION OF CASE 4 4. VALUES 4 4.1. Types of values 4 5. TEAMWORK 7 6. MOTIVATION 8 7. CREATIVITY 9 7.1. Components of creativity 9 8. CONCLUSION 12 9. BIBLIOGRAPHY 13 INTRODUCTION This report aims to provide an in-depth analysis of initiatives pursued by Lafarge as

Finance Essay

665 words - 3 pages Financial statements are the most common tool used for making business decisions. They consist of the balance sheet, income statement and statement of cash flows. The analysis tools used affect all aspects of a company not just a few. A systematic review of the resources a company used to achieve its mission is cost control. Cash flow should be kept at necessary levels for operations is one of the major benefits of cost control. It is a very

Analysis Of Operation Blue Star And Its Effects On The Gandhi Dynasty

934 words - 4 pages The period of time including and following Operation Blue star is considered a dark time in India and black spot in Indian history. It is a time Indian would rather forget, yet still to this day debate about. Was Indihar Gandhi correct in instating operation Blue Star, inflicting damage to the Golden temple, and being responsible for the killing of anywhere from 492 (official reports) to 1500 (estimates run as high as) civilians, which lead to an

Regretful Decisions Essay

930 words - 4 pages Regretful Decisions There are many individuals in a child’s life that helps mold them into a well-rounded adult. In most cases, this guidance comes from the child’s parents or other older, but in Sonny’s case, this guidance was expected from his older brother. In the short narrative, Sonny’s Blues, Sonny’s life was adversely affected by the decisions that his older brother made. The decisions that his brother made include leaving Sonny to stay