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분야
pptx2.Comparative Analysis
Internal Analysis
External Analysis
3.Recommendations
Marketing
Promotion
Global Expansion
Repositioning
4.Conclusion
-> heavy reliance on endorsements
mostly wealthy people
consist of core golfers + occasional golfers
core golfers (play at least 8 times or 37 rounds a year) :
1/3 of total golfers - 91% of rounds played a year
- 87% of total golf industry sales
off-course shops, discounting shops, online stores
growing stronger :
declining number of end-users, restricted innovation, low switching costs etc.
diversified product segments
value-added by brand name
advanced technology
decrease in volume of sales
low performance of Top Flite
weak endorsement contracts
growth in international golf market
various age groups of golfers
life style of time-spending on
recreation (leisure & sports)
golf industry declining as a whole
(saturated in U.S.)
Asian knock-off market
USGA regulations
low switching costs for consumer
good performance on product development and innovation in general, but for Top Flite
need for aggressive market activities through more active consumer approaches
enlarge the pie of the U.S. market and
target the niche market
On June 15, 2009, the Company sold 1.4 million shares of its 7.50% Series B Cumulative Perpetual
Convertible Preferred Stock, $0.01 par value
Increased Net Working Capital
- $361m as working capital - $151m as Current liability = $210m
