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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The long-term goal of the company should be to create the impression of the brand by producing high-quality products that motivate players to improve their performance. The whole dilemma ultimately takes the form of a great learning exercise.

Cite View Details Educators. The Ans in this way needs to dispatch another item called Elevate to encourage the up and coming era of golfers. Elevate will undoubtedly be available through “off the course” channels such as for example golf specialty figjter and big box retailers rather than “on the course” professional shops where in fact Altius Golf sells its products and services.

Therefore, it is a good time to target new players through extensive marketing of low cost and non-confirming golf balls, which has enabled new golf players to hit the ball perfectly.

Altius Golf and the Fighter Brand by Nikhil Sadana on Prezi

The public interest in playing golf is falling in the U. The Victor TX rate is acceptable from the increased sales of the elevate golf balls. Business and Environment Business History Entrepreneurship. About the Author Robert J.

In addition, it has to focus on low cost and user friendly designed golf balls in marketing to gain the higher share of growing market. The board of directors is divided on whether to support the decision. Appendix-A Profitability analysis of leading brands. This case study is about Altius Golf.

This is the best alltius to attract the beginners and non-professionals by creating the brand awareness in the market that will generate high revenue by introducing medium priced elevated golf ball. 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. Altius Golf and the Fighter Brand case solution.


Moreover, recent consumer study carried out by the United States Golf Association USGAhas revealed that high cost of golf equipment is one of the reasons for the lack of interest in golf sport, however; Altius Golf can capture the market growth by offering low-cost golf balls to its consumers through off-course outlets. The firm has maintained its position by introducing generations of advanced, super-premium golf balls that allow their customers to emulate professional golfers.

Altius Golf and the Fighter Brand

Therefore, the company has the highest revenue of The company is using on-course distribution strategy in which they focus a number of professionals and they buy from the pro-shop directly from the firm, it is also called an selective distribution strategy, in which only one distributor, retailer and wholesaler is involved that trade in their particular geographical area.

Based on your findings above, and the state of the market, should Altius implement the Elevate strategy? 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 is the clear leader in the golf ball market despite a long-term decline in the number of golfers and a drop in sales following the financial crisis. The top managerial staff is partitioned on whether to encourage the choice or not.

The firm has consolidated new eras of cutting edge, super-premium golf balls that permit clients to copy proficient golfers. Elevate is a new line of golf equipments being considered by the Altius Golf. 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.

Welcome: Altius Golf and the Fighter Brand

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 sport and learn it easily. Moreover, opting into this alternate will require Altius Golf to increase the number of sales units, which can be done through extensive marketing.

Growth Strategy Robert J. The cannibalization rate is calculated as the old product unit contribution divided by the old product unit contribution. 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.


Alternate options that are available to the Altius Golf include lowering the price of its existing Victor TX line of products and spending on marketing with focus on low price of its golf equipments. Cite View Details Purchase. S, consequently; sales of golf equipments are falling and this is clearly a threat to Altius Golf for nad future sales in the U. This low price equipment should be highlighted in marketing to gain higher share of growing golf industry.

Elevation will be accessible through the channels, for example, golf strength stores and huge box retailers rather than the expert shops where the firm commonly offers its items. This shows the impact on the market abd and sales volume that will lead to investment in the new product but demand of existing product increases. Altius is a leading manufacturing of Golf balls altiud is facing a long-term decrease in the quantity of golfers and immense drop in contracts coming about because of money-related crisis.

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 comfortable golf balls will help the new golf players to hit the bang as they require.

Altius Golf and the Fighter Brand Harvard Case Solution & Analysis

Dolan and Sunru Yong Citation: The company is using the high price and small sales volume in its pricing strategy that has the large impact on the market share. Moreover, since golf equipment sales is linked to the number of golf rounds being played brajd the U. Primera and Meridian; both the companies gained market share by adopting the cost effective strategy.