SUMMARY
Callaway Golf Company
Callaway Golf Company had become the leader in the golf equipment industry by developing technologically advanced golf clubs that compensated for the poor swing characteristics of most amateur golfers.
Ely Callaway, the founder of Callaway Golf Company, understood the importance of the physics of golf, so much that he made the phrase, “you can’t argue with p
Product differentiation
Since the USGA limitation on dimension, volume, CT, and MOI, most golf club manufacturers were trying to achieve differentiation in drivers either lowering the center of gravity to increase launch angle or by offering clubs with adjustable features.
Nike Golf, Callaway Golf, Nickent Golf, and Nicklaus Golf had introduced drivers using square or other geometric shapes to
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
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
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 stronger :