Altius is the leading manufacturer of golf balls; With the decline in the people’s interest in Golf, the industry has seen a decline in the number of. Altius Golf and the Fighter Brand. Introduction. Evelyn Gracie, CEO of Altius Golf, took a deep breath before introducing the company’s new golf. ALTIUS GOLF AND THE FIGHTER BRAND Contents External Environment 2. Opportunities 2. Threats 2. Internal Environment 3. Strengths 3. Weaknesses 3.

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Altius Golf may be the clear leader in the baseball market despite the fact that there has been a decline in the amount of golfers and a drop in sales following a financial meltdown. The firm has maintained its position by introducing generations of advanced, ggolf golf balls that allow their customers to emulate professional golfers.

Based on your findings above, and the state of the market, should Altius implement the Elevate strategy? Two main rivals of Altius are: Quantitative analysis of the CEO’s proposal may be performed to comprehend the potential risks and gains prior to making the final recommendation. Dolan and Sunru Yong Citation: External environment includes some opportunities as well as threats for Altius Golf which is discussed below: The below shows the total market value of Altius in units is 9.

In the recession period, the consumer survey shows that the customers had cut down their spending on the purchase of golf balls, which affected badly in the golf industry.

The public interest in playing golf is falling in the U.

Altius Golf and the Fighter Brand by Nikhil Sadana on Prezi

Cite View Details Purchase. Appendix-C – Product wise margins analysis. Dolan and Navid Mojir. However, an increase in the number of low price golf balls sold fightrr depend on marketing and awareness of the low price as well as quality of equipments among new golf players. Because of the recent recession period, consumers of golf equipments have cut-down their spending on golf balls and this trend has badly affected the golf industry.


Welcome: Altius Golf and the Fighter Brand

Search Case Solutions Search for: The cannibalization rate is calculated as the old product unit contribution divided by the old product unit contribution. Growth Strategy Robert J. Elevate is a new line of golf equipments being considered by the Altius Golf. The another tradeoff is used by considering the environmental factors that create the possibility of searching the lost balls and repairing them and selling them at the low cost with the high quality for those who are not willing to spend more on expensive golf balls.

About the Author Robert J. 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 fgihter equipments.

Pages Home Research Work. This strategy has been successful as it has captured the market share of Altius Golf and some abd sellers in the golf market. Value of market share point in unit sales.

It is the most common strategy that gives high prestigious image and highly priced product. Moreover, opting into this alternate will require Altius Golf to increase the number of sales units, which can be done through extensive marketing.

Altuus, this alternate option is not practicable for Altius Golf to increase its profits by forcing the retailers to achieve more sales and compensate for lower gross profit margins.

The cannibalization shows the negative impact of newly introduced product of the company performance with respect to its existing product. The board of directors is divided on whether to go with this decision or against it.

Altius Golf and the Fighter Brand Harvard Case Solution & Analysis

Altius Golf and the Fighter Brand. 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. The tradeoff of maintaining the current strategy will make the company outdated very soon, so it is better to introduce new golf ball to compete in the industry that will help the company to get the competitive advantage by not sticking to the previous status quo and also by entering in the market with not so costly product.

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The Victor TX rate is acceptable from the increased sales of the elevate golf balls. ffighter

One of the major competitors of Altius Golf, Primiera, has introduced a campaign for marketing of golf equipment which is specially designed for new learners of golf to help them play the ffighter and learn it easily. The business suffered a loss because of competition who had been cutting the prices down and the Chief Executive Officer really wants to introduce a fresh program called Elevate to foster another generation of golfers.

Altius Golf and the Fighter Brand

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.

Due to highly cost products ajd the lack of innovation, the organization has been losing the piece of the pie to its opponents. 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.

Moreover, since golf equipment sales is linked to the number of golf rounds being played in the U. How Does it Work? The board of directors is divided on whether to support the decision. The main objective of launching the elevate golf ball hrand to change the market strategy by decreasing the price and targeting to the professional golf equipments to its low cost and producing fun oriented golf equipment to attract the new golf players that will increase the profitability of the company.

This results in following results:. Appendix-A – Altius progress of gold and other equipment sales. Like Us and Get Updates: