a high disposable income, living or working in the city -because that’s where all the best shops are- is perhaps the most promising consumer market of the decade.), Mr.Beauty, Ubersexual etc.
- Trading-up phenomenon – spending patterns that they have willing to pay highly for specific product.
2. Competitor & Collaborator: companies related to fashion, skin care, and/or fitness, operat
a variety of brands and marketed more aggressively. Moreover, most of the off-course stores chose only to stock equipments produced by leading manufacturers and did not carry those of low-end companies. In offline stores where they sold low-end firms’ products, they normally sold stocks in discounted prices. The discounting shops usually appeal to rookie golfers who want to inspect equipments b
ofproduct dropped. The product defeated in competing against other new products. In addition, this resulted in a damaged brand image after criticism ofproduct quality
II. Analysis of Market Environment
A. Macro-Environment Analysis
Consumer consciousness increases with the appearance of “well-being” trend.
• Consciousness for product
In a customer survey, 46% of respondents cared
ofAmerican 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
appeared on store awnings, with the suggestion "Drink" added to inform passersby that the new beverage was for soda fountain refreshment. During the first year, sales averaged a modest nine drinks per day.
Dr. Pemberton never realized the potential of the beverage he created. He gradually sold portions of his business to various partners and, just prior to his death in 1888, sold his remaining