product innovation & brand image
-> 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
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 thr
4 Customer Analysis
4-1 Customer Expectations
Young age Mid-life Late-life
Interest Adventure, Challenge Adventure, Relaxation Leisure, Health
Company Peers, Friends, Lovers,
Circle members Friend, Lover, Circle member, Family, Lover
Leisure Travelling, Experiencing
Leisure Travelling, Leisure, Fishing, Experiencing Travelling, Climbing
Leisure Time Weekends, Holidays
Vacation season W
3. Brief Introduction of Two major Schools: Realism and Neo-Liberalism
As the table shown above, realism and liberalism start from different viewpoints. As a result, two rational theories come to a distinct conclusion when it comes to judging international regimes. Even though their basic assumptions are going to largely coincide with each other during the academic neo-neo debate, views on inte
international environment.
Effectiveness of organizational communication
For the company to be successful as Nexen tires, company should possess effective organizational communications. Internal communication in Nexen Tire is divided into two parts such as downward communication and upward communication. In the process of downward communication, every employee receives a copy of the strategi
RED
Red는 아프리카에서 가난을 없애기 위해 도움을 준 Bono와 그의 친구들에 의해 개발된 브랜드이다. 공정무역에 의해 만들어진 모델과 비슷한 방식으로, Red 는 고객들의 구매행위가 세계적으로 긍정적 영향을 끼치게 하도록 한다고 약속하였다. Red는 American express , Gap , Converse 그리고 Armani와 같은 주된
"꽃들이 많다(Full of Flowers)“
미주 50개 주중 22번째로 큰 주
따뜻한 열대성 기후
주요 산업 : 농·목축업
오렌지 & 포도 생산량 多 – 미국 내 전체 생산량의 75% 차지
미국 내 생선 어획고가 가장 많은 주
최근 공업화도 활발히 진행 (공업생산액이 2배)
Florida State Fair가 열
등록자가 박람회 경영 협회에서 등록하는 것은 4년간 협회 수료증
을 받기 위해서 필요한 강의를 이수해야 한다
등록비는 $100 dollor 이다
등록 서식을 다운로드 해서 컴퓨터로 완성하고 하드 드라이브에
저장하고 나서 완성된 서식을 www.fairsandexpos.com 로
이 메일을 첨부 하거나 팩스로
STRENGTH
Possesses 2 divisions: Motorcycles & related products and Financial Services
The only major American heavyweight motorcycle manufacturer
Strong brand recognition and customer loyalty.
The H.O.G (Harley-Davidson Owners Group)
Wide marketing and distribution channel
WEAKNESS
High price
Has problems in gaining more market share in some European countries, one of the m