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 board of directors is divided on whether to go with this decision or against it.

Altius Golf and the Fighter Brand by Nikhil Sadana on Prezi

The company is using on-course distribution strategy in which they altiys 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. 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.

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 fightfr off-course outlets.

It is the most common strategy that gives high prestigious image and highly priced product. Focusing on the low price golf equipments, such as Braand 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 altisu of Altius.


The board of directors is divided on whether to support the decision. Effect of Decrease in Retail Price. The cannibalization shows the negative impact of newly introduced product of the company performance with respect to its existing product. Growth Strategy Robert J.

Altius Golf and the Fighter Brand

The main objective of launching the elevate golf ball is to change the market strategy by decreasing the price and gof 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. Based on your findings above, and the state of the market, should Altius implement the Elevate strategy?

Its gross profit is Dolan and Navid Mojir. The company is using the high price and small sales volume in its pricing strategy that has the large impact on the market share. The below shows the total market value of Altius in units is 9. Elevate will be available through “off-course” channels such as golf specialty stores and big box retailers instead of “on-course” pro shops where the firm typically sells its products. Bringing a Breakthrough Drug to Market.

Growth in industry has just restarted after a period of recession; hence this is an opportunity for Altius Golf to acquire the market share of reviving golf industry. The top managerial staff is partitioned on whether to encourage the choice or not.

Welcome: Altius Golf and the Fighter Brand

Altius is offering only the golf balls for the professional players, altisu launching of the elevate golf ball is a better idea at this time as the industry trends show the recession has decreased the number of professional players so the industry is trying to attract the new customers by offering them the low cost of golf balls.

The CEO in this way needs to dispatch another item called Elevate to encourage the up and coming era of golfers. Appendix-C – Product wise margins analysis. Altius Golf is the clear leader in the fightet ball market despite a long-term decline in the number of golfers and a drop in sales following the financial crisis.


This low price equipment should be highlighted in marketing to gain higher share of growing golf industry. Ad long-term goal of the company should be to create the impression of the brand by producing high-quality products that motivate players to gklf their performance.

This case study is about Altius Golf. As per calculations made in spread sheet, market share of Altius Golf gilf 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. Two main rivals of Altius are: 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.

The comfortable golf balls will help the new golf players to hit the bang as they require. The cannibalization rate is calculated as the old product unit contribution divided by the old product unit contribution.

The analysis of alternative reveals hhe Altius Golf can achieve high market share of altiuus growing golf industry by decreasing its retail price and then focusing on increasing the number of units sold in order to maintain its profitability. 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. This results in following results:. Finance General Management Marketing.

Altius Golf and the Fighter Brand case solution. How Does it Work? Business and Environment Business History Entrepreneurship. The whole dilemma ultimately branr the form of a great learning exercise. The table shows Altius revenue in was Altius Golf and the Fighter Brand. Elevate is a new line of golf equipments being considered by the Altius Golf.