[경영전략] 미국의 골프 산업에 대하여

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레포트 > 경제경영계열
2010.10.01
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넥센타이어의 경영전략

[경영전략] 미국의 골프 산업에 대하여

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골프 업(레저스포츠)

2024년 1학기 스포츠경영관리론 출석수업대체시험 과제물(스포츠 조직 SWOT 분석)

[골프산업] 골프산업의 현황 및 발전방안

소개글

[경영전략] 미국의 골프 산업에 대하여에 대한 자료입니다.

Q1. What are the defining characteristics of the golf equipment industry? What is the industry like?

1. Life Cycle
2. Profitability & Margin
3. Customers: Golf players

Q2. What is competition like in the golf equipment industry? What competitive forces seem to have the greatest effect on industry attractiveness? What are the competitive weapons that rivals are using to try to outmaneuver one another in the marketplace? Is the pace of rivalry quickening and becoming more intense? Why or why not?

1. Competition
2. Competitive Weapons
3. Pace of Rivalry

Q3. How is the golf equipment industry changing? What are the underlying drivers of change and how might those driving forces change the industry?

1. Rules and Regulations on Golf Equipments
2. Changes in Distribution Channels
3. Expanding Investment on Endorsement with Tour Professionals
4. Decline in the Number of American Golfers

Q4. What does your strategic group map of the golf equipment industry look like? Which strategic groups do you think are in the best positions? Which are in the worst positions?

Q5. What key factors determine the success of companies competing in the golf equipment industry?

1. Product Innovations/Performances
2. Brand Image

Q6. Which of the major companies in the golf industry appear to be competitively strongest and weakest? Do a competitive strength analysis of Callaway, TaylorMade, Titleist/Cobra, Ping, and Nike using the methodology show in Table 4.4 in Chapter 4 tosupport your answer.

Q7. What recommendations would you make to Callaway Golf to improve the company's competitive position in the industry and its financial and market performance?

1. Strengthening Endorsements
2. Top-Flite Repositioning
3. Miniature Golf
4. Global Expansion

Q8. What recommendations would you make to Fortune Brands?

1. Repositioning Cobra Brand
2. International Growth

Q9. What recommendations would you make to TaylorMade-adidas Golf?

본문내용

3. Expanding Investment on Endorsement with Tour Professionals

Because it became difficult to diversify products due to regulations, golf equipment manufacturers relied more on endorsements of famous touring professionals. As the number of people interested in recreational golf boosted after Tiger Woods’s appearance in 1995, the number of people exposed to golf broadcasting or golf magazines increased as well. These recreational golfers were usually aware of which brands of clubs and golf balls their favorite touring professionals used. Furthermore, they purchase familiar products used by their preferred golfers. Companies knew that famous golf stars have great impact on certain consumers; recreational golfers. Hence, no matter the costs, firms have been trying to contract endorsement deals with golfers, who are influential to people.

4. Decline in the Number of American Golfers

One of the most serious concerns in the golf equipment industry is the drop in the number of keen golfers; people playing golf 25 times a year or more down sharply. The number of these core golfers fell 4.5% from 17.3 million in 2008 to 16.6 million in 2009. Also, the other occasional golfers dropped 1.5% from 12.2 million to 12.0 million. This is not just a trend of last year. People who play golf have declined or remained flat each year since 2000, dropped to about 28 from 30 million. The decrease is mostly attributed to family responsibility and lack of free time. Some golfers say it takes 4 hours on average, or even a whole day, to complete a round of golf, which was too long for them. Golfers who have families are expected to spend time in the weekend with their children, rather than to play golf. Moreover, because golf is quite more expensive than other recreational activities, people play golf less considering their economic conditions. Real wage is not increasing and pension is going away. Consequently, going rounding became even more difficult. Additionally, the overall difficulty of the game and the disappointment of many golfers due to low scores also affect people’s participation in golf.

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