Case #3 Analysis
Competition in the Golf Equipment Industry in 2009
Raquel Brickerson
MGT 495
CRN 22164538
Table of Contents
The Five Forces Model of Competition………………………………..pg.1
Driving Forces…………………………………………………………..pg.2
Marketplace changes……………………………………………………pg.3
Strategic Map…………………………………………………………....pg.3
Attractive or Unattractive……………………………………………….pg.3-4
Strategic Map Model……………………………………………………pg.5
1 * The Five Forces Model of Competition
The five forces analysis of competition consists of these five areas.
1). firms in other industries offering substitute products,
2). buyers, (3) potential new
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In 1997 to 2008, the cost of goods sold changed due to a decline in the rounds of golf being played, which caused equipment sales to decline as well. This would also directly effect of the supplies of raw material. 5). Competitive pressures that stem from the different golf equipment retailers. There are competition with on-course pro shops, off-course pro shops, and online golf retailers. * Driving Forces
The driving forces in the golfing industry that is the major underlying causes of change, is 1). Marketing innovation. The golfing industry needs to find a way to spark the consumers’ interest back into the golfing game. The number of rounds played per year declined from 2007 to 2008 by nearly 9 million rounds. Since about 30 percent of golfers say that they stopped playing because the fees to play a round of golf are too costly, there should be a decrease in golfing fees. 2). Changes in who buys the product and how they use it. The golfing industry should target a younger age group of golfers. The decline in golfers took place among golfers who were married with children, and older golfers who were retired but had health concerns and injuries. The golfing industry needs to make equipment, apparel and golf in itself more appealing so that the decline experienced will start to bring a different crowd in as consumers. 3) Changes in cost and efficiency. Because sales are declining, the golfing industry may need to lower the costs
In, “Why Booming Distance is Ruining Golf,” the author, Ben Alberstadt, explores the idea of how “shot-making” on the PGA Tour is now non-existent and it has become all about monster drives and impressive approach shots. The author begins by stating some facts that show how driving averages are increasing at an unsustainable rate. In 2011 the PGA tour average driving distance was 290.9 yards and three years before that it was around 287.3 yards. Alberstadt continues with, saying that golf ball distances have also gone up which in turn is costing courses money. This
4.Hire some low cost instructors (non-pro) that can work for a lower rate and cater to the market segments with lower financial spending power. Some of the instructors should be women to attract the growing women golfer segment. A women professional golfer would be a big plus.
Old models take a large percentage of companys inventory what creates unnecessary costs. CGC should move these models to new markets that recently adopted Golf as a sport.
New golfers increased from 1.5 million to 3 million between 1988 and 1998, but most of them quit due to increased cost of playing which went up by nearly 50%, unavailability of courses and time involved in playing. The global premium equipment market declined post 1998 due to various reasons like decreased demand, Asian economic turmoil and saturation of product in the market place. To CGC’s benefit the competition on golf equipment
While it would theoretically improve their individual performance, it would also limit their access to cheap balls by driving up the price for used balls, requiring them to purchase more new balls and drive an overall increase in their annual golf ball expenditure. Purchase figures show that the vast majority of balls used (171 out of 220 million dozen) are either found or bought used, meaning that the majority of golfers do not buy new balls. Accordingly, this majority would likely view the reduction in access to cheap golf balls and increase costs as an affront.
With the professional endorsement by these golfers, the target market was able to see the product in action and also learn how to properly use them. With practice, these average
PSG operates within the ‘Sporting Goods’ manufacturing industry. This industry can be characterized by low growth, low margins, and stiff competition. Due to fierce global competition based on brand, price, quality of products, and technology, the industry has experienced a difficult operating environment. Sales and profit levels have suffered due to the saturated domestic product market, coupled with high competition from global
These magazines and movies are only a small portion of how golf has helped changed society. Golf provided a helping hand in bringing the American nation closer together as equals. Blacks and Whites of all ages and gender have been given the chance to play along side each other in a safe environment. Sports sometimes provide a place for equality. Golf is a great example of this equality. Stossel says "golf is beginning to look more like America: diverse, multicultural, and largely middle class" (2). But, will Americans take advantage of the
Fourteen clubs - four wedges, six irons, a rescue, a three wood, a driver, and a putter - this is golf. It is one of the most mentally challenging sports in the world. It can fool beginners who are deceived by its simplicity. Golf is often underestimated by those who have never attempted to play the sport. While it has often been known as a “rich man’s” sport, in recent years this perception has begun to change. There are a number of other generalizations made when talking about golf, yet these are most always from those who have never experienced, played, or followed the game. One should question how a critic with no knowledge of the activity could state whether or not golf should be considered a sport. Golf is a sport, regardless of what any critic has to say. Studies and experimentation, along with the experience itself, reveal all of the athletic aspects that make golf better than most sports.
The decision for an individual manufacturer to adopt PI’s technology will be determined by the potential increase in sales as golfers replace performance degraded balls with their brand. It is reasonable to assume that individual manufacturers are hesitant to pioneer this technology because there is no assurance that a performance degraded golf ball would be replaced with their own. The data indicate that golfers are comfortable using used balls, or value brands. By removing approximately 50% of the used balls from circulation, numerous golfers may utilize the lower cost alternatives to fulfill their required quantities.
To me, a very important question is, “How traditional can we keep the game of golf?” The game is evolving at every aspect. They are evolving the golf ball and making it better by making it fly longer in the air and landing softer on the greens. Along with the ball, the clubs are being made better and better making the ball go farther sometimes by even 50 yards. Each year, the irons are being made with better grooves which make the ball come off the club better and farther. While golf equipment is changing, the rules of golf are not. The rules of golf have been here since it’s existence. Another question that concerns me is, “Why can the equipment change in golf, but not the rules?”
Imagine the sun bursting through the trees for the first time of the new day, the smell of freshly cut grass still potent to your nose as you tee the ball up for a round of golf in the cool mist of a spring morning. "That is what brings you back every time, the smell of the air, the coolness of the whether and the beautiful surroundings that make every shot enjoyable." (Suess, PI) This is the game of golf in its finest and most exquisite time to many people and many people it has touched in its long history. Golf is a lifestyle and not just games to people that are avid in playing. The game of golf has a history that is rich in technological advances and personal accomplishments, which through time has shown to shape
The threats Altius includes consumers dwindling interest in playing golf in the U.S. The number of golf players peaked in 2003 and is now falling causing the sales of golf equipment to decrease, affecting Altius future sales. The number of golf rounds is decreasing as well to appeal to a more casual player affecting the sales of golf equipment. Investment in development of golf fields have decreased by 40% with about 25% of stores closing; consequently, Altius has fewer retailers due to 67.5% of sales happening on-course (Exhibit A). The recession greatly affected the revenues of Altius due to consumers reducing their spending on golf balls. After the recession, sales are still down and have not returned to pre-recession levels. The USGA
When people here the word ‘golf’ they often correlate it with a misleading sense of boring, elderly men and women who have nothing better to do. Believe it or not, there is a broader reason why so many retirees indulge in the golf lifestyle. Yes, golf is a lifestyle, not just a sport. Many people, most of whom know absolutely nothing about the sport, do not realize that playing golf regularly can add five years to their life span and also have many other well-being-related benefits (“Health” par. 5). Golf is a great therapeutic activity because it teaches good etiquette, it enriches the mind, and it provides for a healthy lifestyle.
Perfect competition is an idealised market structure theory used in economics to show the market under a high degree of competition given certain conditions. This essay aims to outline the assumptions and distinctive features that form the perfectly competitive model and how this model can be used to explain short term and long term behaviour of a perfectly competitive firm aiming to maximise profits and the implications of enhancing these profits further.