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분야
pptxComparative Analysis
Internal Analysis
External Analysis
Recommendations
Marketing
Promotion
Global Expansion
Repositioning
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.
During latest financial crisis, Callaway suffered 15% drop in revenue between 2008 and 2009
Business in Japan and the rest of Asia region revealed to have been less affected by financial crisis
Diversify company portfolio by expanding to and weighing more importance on Asian emerging countries
Source : Callaway Golf Company Annual Reporting 2009,
BUS402 Team analysis
