Many people altered their interests and they stopped playing golf or started to buy lower priced goods. Altius was a market leader and their highest selling product was their golf balls. The company had a special professional golf ball named, Alitus Victor TX. Altius had 2 distribution channels, on-course and off-course.
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Many people altered their interests and they stopped playing golf or started to buy lower priced goods. Altius was a market leader and their highest selling product was their golf balls. The company had a special professional golf ball named, Alitus Victor TX.
Altius had 2 distribution channels, on-course and off-course. On-course consisted of the shops on the premises of the golf course, they were for the more serious players and had all expensive items. These shops had professionals hired to help the customers in selection of golf clubs, golf balls and other golf equipment.
On the other hand, they had off-course retailer, which included the sport retail shops or specific golf shops and department store. Problem Statement: The economy started to stabilize and the golf industry started to see growth by 4.
For Altius, it was a setback. Altius started to lose the market share, and its sales started to decrease in off course market due to multiple reasons: The players started to look for cheaper equipment rather than expensive high end equipment.
The number of players decreased as they switched to different sports. The competitors charged lower prices, and were able to gain the market share of Altius.
The competitors introduced equipment that would make golf playing easier for the re-creational players. The directors were skeptical about Elevate strategy, but according to Kai and Gracie it was the best way to capture the market. Strategic Analysis: SWOT Analysis: Strengths: The company has competitive advantage because it is a recognized brand name in the golf industry and people still believe in the value the brand provides.
This can help the company grow quicker than its competitors. The company also has more market share than any other company and this again gives them and the advantage to take over the market share by implementing a few new strategies and take the lead.
Weaknesses: The competitors are catering the market and are targeting the new golf players, while Altius is still providing professional equipment. This is one of the reasons that they have fallen short in acquiring the market share. The company needs to cater the market of new players because of which they will become the new professional players in future and might carry Altius as brand loyal.
Secondly, the golf balls are expensive for the new generation of golf players and they do not intend to spend a fortune on golf equipment. Opportunities: The industry has started to grow again after recession, and this gives the company a great opportunity to reacquire the market share it had lost due to recession.
Secondly the USGA United States Golf Association is trying to introduce ways to make golf an easy and an interesting game for the new recreational players, Altius being a market leader, can associate with USGA and place their products in the minds of new players. They can also introduce golf balls with lower prices for the players to invest and enjoy. The company can also introduce brand memberships and offer discounts to the brand loyal and introduce schemes that can be beneficial for the company.
Threats: The trends in the industry have drastically changed, and the competitors have adapted the new changes, and they are capturing the market share at a rapid speed.
The real estate investment in golf fields is decreasing and hence the rounds played is decreasing, this will affect the sales of the golf balls and other equipment. The general public has lost its interest in this sport and is shifting towards different sports. Threat of substitutes: There are a lot other sports that can substitute golf. Tennis and Badminton can be an example of the substitutes.
People are moving towards technology and now they can play games virtually as well. One of the substitute can be the virtual reality games. Bargaining power of Buyers: The customers are not planning to invest a lot in the equipment for playing golf.
This is bringing the sales figure to decline. The company is now planning to introduce low priced golf balls, which shows that the buyers have the bargaining power, and the company is trying to meet their needs.
Bargaining power of Suppliers: The company is still in the lead of market, it is still making sales of millions. It is considered as the giant of the industry. This gives the company a bargaining power over the suppliers. Rivalry against the Existing Competitor: The company is facing serious rivalry from the current competitors present in the market. They have taken a lot of their market share, and are one step ahead of them in off-course selling. This is just a sample partical work. Please place the order on the website to get your own originally done case solution.
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Altius Golf and the Fighter Brand
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Altius Golf and the Fighter Brand Case Solution & Answer
Strengths Altius Golf has competitive advantage over its competitors through its sales of Victor TX and Altius Golf has become the market leader in providing golf balls under Victor TX line; additionally, this advantage has given Altius Golf the benefit of economies of scale. As per calculations made in spread sheet, market share of Altius Golf is higher than other competitors in the golf industry, which gives it a competitive advantage over other companies to control prices by affecting the demand and supply forces. Key Marketing Issue Altius Golf marketing focus is on Victor TX line golf equipments, which are designed for professional golf players because in the past professional golf players have won their matches using Victor TX equipments. Altius Golf has heavily spent on marketing their success of Victor TX line, however; the golf industry trends have changed and the new trend is towards low cost as well as non-confirming golf equipments. Elevate is a new line of golf equipments being considered by the Altius Golf. This low price equipment should be highlighted in marketing to gain higher share of growing golf industry. Statement of Objectives Focusing on the low price golf equipments, such as Elevate golf ball and changing the marketing strategy from targeting professional golf equipments to low cost golf equipments and more fun oriented golf equipment for new golf players will enhance the profitability of Altius.
Altius Golf and the Fighter Brand Case Study Help - Case Solution & Analysis