Chapter 14, Problem 1CTQ

Summary Introduction

Case summary:

Person A transitioned from a professional golfer to entrepreneur during her late years of career. She had started Company A golf course design and has a passion to develop her Brand A and also started Academy A which provides coaching for players and focusses on overall fitness training.

She also launched golf course design business with the courses in the countries like Country T and Country C. Having an opportunity to play some of the world’s best and most historic golf courses to women players.

She has had interested in the finance and started a financial group firm which helps other professional athletics in their post athletic life to handle their cash and attain financial security.

Characters in case:

• Company A
• Person A

To discuss: Whether toning down the competitive aspects of Person A’s public persona would affect Brand A in the views of academy customers.

Explanation of Solution

Person X views that toning down the competitive aspects of Person A’s persona would not negatively affect the brand in the eyes of the academy customers because most of the customers are not professional golfers on competitive course. Instead they are recreational golfers and amateurs. Most of the young girls look up to her and wanted to be a professional golfer like her.