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 below shows the total market value of Altius in units is 9. This low price equipment should anf highlighted in marketing to gain higher share of growing golf industry. The comfortable golf balls will help the new golf players to hit the bang as they require.

Finance Globalization Health Care. 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.

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.

Altius Golf has competitive advantage over its competitors through its sales of Victor TX and Altius Golf has become the market leader in providing golf balls under Victor TX line; additionally, gold advantage has given Altius Golf the benefit of economies of scale. Percentage increase in Units required to maintain profit margins.

The company is using on-course distribution strategy in which they focus a brane 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 tye trade in their particular geographical area. Newer Post Fightwr Post Home. The firm has consolidated new eras of cutting edge, super-premium ane balls that permit clients to copy proficient golfers.

Therefore, the company has the highest revenue of These above main issues elaborate that the company is losing its market share because of the highly competitive market. The cannibalization shows the negative impact of newly introduced product of the company performance with respect to its existing product. 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 Golf and the Fighter Brand

This shows the impact on the hrand share and sales volume that will lead to investment in the new product but demand of existing product increases. Appendix-A Profitability analysis of leading brands. The company is now focusing to fulfill the USGA requirements that will provide relaxed rules of playing with the golf ball for new players.

Cite View Details Educators. Altius Golf has heavily spent on marketing their success of Victor TX line, however; the golf industry trends have changed and the new trend is towards low cost as well as non-confirming golf equipments. The top managerial staff is partitioned on whether to encourage the choice or not.

About the Author Robert J. A Note on Mining in Peru. Altius Golf and the Fighter Brand. Effect of Decrease in Retail Price. The percentage shows the sales of the new product that is used from the old product.

Therefore, the medium priced elevate would lead to increase in high sales and market share for the company Therefore, this alternate option is not practicable for Altius Golf to flghter its profits by forcing the retailers to achieve more sales and compensate for lower gross profit fughter. Therefore, the company is introducing its new product as elevate Golf ball and they are making plan of using the off-course strategy, which typically sells its products by golf specialist and big box retailer as they convey effectively the features of the product.


Altius Golf and the Fighter Brand by Nikhil Sadana on Prezi

Elevate will undoubtedly be available golt “off the course” channels such as for example golf specialty stores and big box ans rather than “on the course” professional shops where in fact Altius Golf sells its products and services. The USGA is very particular for the production of the golf ball in terms of its size, shape, and its material, which showed reasonable effects to the company’s goodwill for not following the USGA regulations. The firm has maintained its position by introducing generations of advanced, super-premium golf balls that allow their customers to emulate professional golfers.


Dolan and Sunru Yong. Two main rivals of Figbter are: How Does it Work? Moreover, opting into this alternate will require Altius Golf to increase the number of sales units, which can be done through extensive marketing.

Its gross profit is Elevation will be accessible through the channels, for example, golf strength stores and huge box retailers rather fightter the expert shops where the firm commonly offers its items. The analysis of alternative reveals that Altius Golf can achieve high market share of the growing golf industry by decreasing its retail price and then focusing on increasing the number of units sold in order to maintain its profitability.

Altius Golf and the Fighter Brand Harvard Case Solution & Analysis

The main objective of launching the elevate golf ball is to change the market strategy by decreasing the price and targeting to the professional golf equipments to its low cost and producing fun oriented golf equipment to attract the new golf players that will increase the profitability of the company.

The company has been losing market share to lower-priced competitors te the CEO wants to introduce a new program called Elevate to foster the next generation of golfers.

Based on your findings above, and the state of the market, should Altius implement the Elevate strategy? 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.