Many people altered their interests and they stopped playing golf or started to buy lower priced goods. Altius was a market leader and their highest selling product was their golf balls. The company had a special professional golf ball named, Alitus Victor TX. Altius had 2 distribution channels, on-course and off-course. On-course consisted of the shops on the premises of the golf course, they were for the more serious players and had all expensive items.
|Published (Last):||2 January 2006|
|PDF File Size:||2.11 Mb|
|ePub File Size:||12.96 Mb|
|Price:||Free* [*Free Regsitration Required]|
Case study solutions by top business students. You should evaluate the potential benefits and risks of such an action and provide a recommended course of action. When reading the case and preparing your written analysis and comments for class, consider the following: Why has Altius Golf lost market share?
What happens if Altius maintains the status quo? What trade-offs must it manage? What are the implications for this and the advisability of introducing Elevate?
What is the value of a point of market share for Altius? What are the implications for Elevate, considering its unit contribution and gross margins compared to Victor TX and Victor? Should Altius implement the Elevate strategy? If so, what are the risks to the brand and how can they be managed? What sales result would you expect for each item in the line if Elevate is introduced?
If not, what are the alternatives that you recommend, assuming the board expects growth in the profit contribution from the golf ball line? Not the questions you were looking for? Click here. Case answers for Altius Golf and the Fighter Brand Altius Golf, a major manufacturer of golf balls, is facing a downturn in its financial performance and a risk of losing its position as a market leader Exhibit 1.
Altius has built its leading share by offering super-premium balls, such as the Victor TX line, that are the most popular among the professional players. Victor TX line also appeals to regular customers as it provides them with a chance to emulate their favorite players. The golf industry as a whole is experiencing a decline in interest levels and the number of golfers due to the global recession and high equipment costs.
The customers of the industry can be segmented into three distinctive groups: recreational, semi-professional and professional golfers. Professional golfers comprise serious and passionate players who are primarily price-insensitive.
They currently prefer Altius for their reputation and do not tend to switch to another brand. Semi-professionals are the players who lie between professional and recreational golfers in terms of price-sensitivity and quality; and are likely to try new brands. Recreational golfers are most probably beginners, who are price-sensitive, do not play too often and are more inclined to use non-conforming balls. As mentioned earlier, Altius is the market leader for golf balls, accounted for Unlock Case Solution Now!
Altius Golf and the Fighter Brand – Case Solution
Case study solutions by top business students. You should evaluate the potential benefits and risks of such an action and provide a recommended course of action. When reading the case and preparing your written analysis and comments for class, consider the following: Why has Altius Golf lost market share? What happens if Altius maintains the status quo? What trade-offs must it manage?
Altius Golf and the Fighter Brand
Strengths 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. 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. Key Marketing Issue 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. 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.
Altius Golf and the Fighter Brand Harvard Case Solution & Analysis
Altius Golf and the Fighter Brand Case Study Help - Case Solution & Analysis