...SUNRU YONG Altius Golf and the Fighter Brand Introduction Evelyn Gracie, CEO of Altius Golf, took a deep breath before introducing the company’s new golf ball strategy to the board. Several years after the global recession of 2008–2010, the private-equityowned company’s revenues had not fully recovered, and there had been grumbling among some of the directors that the old strategy was no longer working. Gracie had been hired at the end of 2012 to turn things around. Over the last six months, she and Austin Kai, the chief marketing officer, had worked on a plan to shake up the golf ball market and strengthen Altius’s leadership position. Now Gracie needed to communicate to her board a clear, compelling vision, backed by a well-articulated rationale: As everyone knows, the long-term industry trends have been worrisome. The number of new golfers has fallen, and the few who take up the sport tend to be less serious and more pricesensitive. We have seen this magnified in our own business as lower-priced competitors have stolen market share. We believe Altius’s long-term success will come from fostering a new generation of loyal golfers, and this will come when we make our brand more fun, affordable, and accessible. If we can attract new and casual golfers into our brand, we will gradually migrate them to our flagship products. This thinking is at the heart of Altius Elevate. Gracie proceeded to outline the Elevate program in broad strokes. Previously, Altius had built ...
Words: 4792 - Pages: 20
...15F250 Altius Golf and the Fighter Brand Altius Golf and the Fighter Brand Marketing Management- Case analysis 3 Marketing Management- Case analysis 3 Altius Golf and the Fighter Brand The case talks of the premium brand in the Golfers market. The case is set in the post-recession period, due to which the company’s market share has been on a decline. The market has seen no new customers over the period and a lot of the potential customers are turning out to be rather price sensitive. The low price competitors are taking advantage over the situation by introducing low priced golf balls and hence seem to be taking over Altius’s existing market share. Altius Golf needs to come up with a new marketing strategy to ensure that the decline in market share does not persist and the competitors are kept in check. Altius is losing its market share and if it continues with the status quo, it would further lead to decline its position in the market. As of now, Altius is only focusing on the professional golf equipment that are being sold in the on-course stores. As mentioned in the case, 35% of the golfers do not buy Altius products citing high prices and 53% of non-golfers do not buy any golf products because they are very much expensive. Hence it is necessary that Altius should focus on low-cost golf balls, i.e. they segment the market in two categories. 1. High-cost Golf balls and equipment 2. Low-cost Golf balls and equipment. Altius Golf has been losing...
Words: 1302 - Pages: 6
...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 was aware of this and to halt this trend aimed at making golf more accessible. Altius Golf was an undisputed leader in the golf ball manufacturing market in spite of a long term decline in the number of golfers and huge drop in sales resulting from financial crisis. Due to lack in innovation and high priced products, the company has been losing market share to its rivals. The CEO, therefore, wants to launch a new product called Elevate to foster the next generation of golfers. With Elevate, the firm will introduce 4 balls that are more forgiving and easier to drive for distance and offer it at a price 40% below the company's flagship brand. It has now become necessary for Altius to relook into its strategy and come up with the “Elevate Strategy” to regain its market. However the question...
Words: 1761 - Pages: 8
...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...
Words: 1623 - Pages: 7
...SUNRU YONG Altius Golf and the Fighter Brand Introduction Evelyn Gracie, CEO of Altius Golf, took a deep breath before introducing the company’s new golf ball strategy to the board. Several years after the global recession of 2008–2010, the private-equityowned company’s revenues had not fully recovered, and there had been grumbling among some of the directors that the old strategy was no longer working. Gracie had been hired at the end of 2012 to turn things around. Over the last six months, she and Austin Kai, the chief marketing officer, had worked on a plan to shake up the golf ball market and strengthen Altius’s leadership position. Now Gracie needed to communicate to her board a clear, compelling vision, backed by a well-articulated rationale: As everyone knows, the long-term industry trends have been worrisome. The number of new golfers has fallen, and the few who take up the sport tend to be less serious and more pricesensitive. We have seen this magnified in our own business as lower-priced competitors have stolen market share. We believe Altius’s long-term success will come from fostering a new generation of loyal golfers, and this will come when we make our brand more fun, affordable, and accessible. If we can attract new and casual golfers into our brand, we will gradually migrate them to our flagship products. This thinking is at the heart of Altius Elevate. Gracie proceeded to outline the Elevate program in broad strokes. Previously, Altius had built ...
Words: 4801 - Pages: 20
...I. Conociendo la empresa Breve historia y origen de la empresa Cuando Karl Elsener abrió una cuchillería en Ibach-Schwyz para fabricar navajas militares para el ejército suizo en 1884, tuvo una idea revolucionaria. Quería una navaja compacta y resistente que ofreciera muchas funciones combinadas en una sola herramienta. El 12 de junio de 1897 se registra oficialmente la "Navaja Suiza para Oficiales y Deportes". Lo que inventó se transformó en leyenda: la navaja original del ejército suizo. En 1909 el fundador de la empresa comienza a utilizar en todas sus navajas la cruz y el escudo, que todavía hoy son el emblema de Victorinox. Con el transcurso de los años, la tecnología usada y las necesidades de los clientes han cambiado. La navaja del ejército suizo ha evolucionado en respuesta a estas necesidades, pero sigue siendo una herramienta esencial para los clientes. Lo que hizo que Victorinox se volviera un ícono fueron las historias de sus clientes, en las que sus productos juegan un papel fundamental: historias sobre momentos inolvidables de aventuras y expediciones en la tierra, el cielo y el espacio. Historias dramáticas en las que sus productos ayudaron a solucionar problemas y salvaron vidas. O historias de encuentros importantes en los que sus navajas abrieron puertas y ayudaron a crear lazos entre políticos, líderes y naciones. En todas estas historias es muy claro que gracias al talento de sus empleados pudieron desarrollar productos con una funcionalidad, calidad...
Words: 512 - Pages: 3
...SPORTKUNDE 2.1 ESSAY [pic] Auteur: (2CSM) Studentnummer: Vak: Sportkunde 2.1 Docenten: Datum: 17-01-2011 OPSTAAN EN HANGEN ‘Ik heb begrepen dat je makkelijker aan het spul komt dan er vanaf komt. Dat is wat hier is gebeurd.’ (Sp!its, 15 oktober 2010, p. 28) Het citaat van Jos Geukers, voorzitter van de KNGU (turnbond), ondersteunt de uitleg van het standpunt van de turnbond: Yuri van Gelder heeft opnieuw cocaïne gebruikt en schaadt het imago van de turnsport. In hetzelfde artikel wordt Yuri’s kant van het verhaal belicht. Kort na de berichtgeving van de bond over zijn vermeende terugval reageerde van Gelder met een lange schriftelijke verklaring: ‘Tot mijn grote ontsteltenis heb ik moeten concluderen dat de gemaakte afspraken over het informeren van het publiek niet werden gehonoreerd en daarnaast zelfs de inhoud van mijn verklaring naar de bond van een dag eerder geheel anders dan de waarheid werd gepresenteerd. Naar mijn mening een bijzonder kwalijke en laffe daad. (…) Het gerucht wat nu de ronde doet in de media, namelijk dat ik wederom cocaïne gebruikt zou hebben, is te wijten aan de heren Gootjes en Geukers, die mij op deze beschamende wijze te kijk wensen te zetten in de media.’ Verslaggever Vlado Veljanoski van NOS Studio Sport moet op 13 oktober 2010 met zijn handen in het haar hebben gezeten. Hij heeft Yuri van Gelder sinds zijn eerste bekentenis van cocaïnegebruik 8 maanden met een cameraploeg gevolgd. De documentaire ‘Hangen...
Words: 8568 - Pages: 35
...what was Flipper Who's band was The Quarrymen Which was the most successful Grand National horse Who starred as the Six Million Dollar Man In the song Waltzing Matilda - What is a Jumbuck Who was Dan Dare's greatest enemy in the Eagle What is Dick Grayson better known as What was given on the fourth day of Christmas What was Skippy ( on TV ) What does a funambulist do What is the name of Dennis the Menace's dog What are bactrians and dromedaries Who played The Fugitive Who was the King of Swing Who was the first man to fly across the channel Who starred as Rocky Balboa In which war was the charge of the Light Brigade Who invented the television Who would use a mashie niblick In the song who killed Cock Robin What do deciduous trees do In golf what name is given to the No 3 wood If you has caries who would you consult What other name is Mellor’s famously known by What did Jack Horner pull from his pie How many feet in a fathom which film had song Springtime for Hitler Name the legless fighter pilot of ww2 What was the name of inn in Treasure Island What was Erich Weiss better known as Who sailed in the Nina -...
Words: 123102 - Pages: 493
