Callaway Golf Case Anaylasis
Callaway Case Paper
Position Statement Callaway Golf Company should change their focus and perception of marketing because their premium priced golf clubs do not match today’s hard economic struggles that average golfers are in as well as the changing golf culture that is threatening their sales. Callaway needs to focus on securing the customers that are loyal and who are true friends to their company. They can offer deals such as having discounts to customers that are repeatedly buying their products as well as gaining knowledge in the technology of their golf clubs to satisfy their customer’s expectations of their product.
Strategic Planning
Callaway Golf Mission Statement: “Callaway Golf Company is driven to be a world class organization that designs, develops, makes and delivers demonstrably superior and pleasingly different golf products that incorporate breakthrough technologies, and backs those products with noticeably superior customer service. We share every golfer’s passion for the game, and commit our talents and our technology to increasing the satisfaction and enjoyment all golfers derive from pursuing that passion.” (CallawayGolf.com) Callaway Golf Company is most well-known for their development of the Big Bertha. The production of this club made the driver go from a golfers least favorite golf club to being a club that every average and professional golfer needed in their golf bag. CGC was able to develop and innovate such superior products such as the Big Bertha because they had a very knowledgeable and committed staff of technicians and designers. Technology and the innovation of golf clubs is what put CGC at the top in the golf industry but their such frequent development of new clubs on the market is now back firing and hurting their sales.
Marketing Myopia Ely Callaway founded Callaway Golf Company in 1982 and they marketed and developed high-quality innovated golf clubs to not just professionals but to average golfers as well. Ely
Position Statement Callaway Golf Company should change their focus and perception of marketing because their premium priced golf clubs do not match today’s hard economic struggles that average golfers are in as well as the changing golf culture that is threatening their sales. Callaway needs to focus on securing the customers that are loyal and who are true friends to their company. They can offer deals such as having discounts to customers that are repeatedly buying their products as well as gaining knowledge in the technology of their golf clubs to satisfy their customer’s expectations of their product.
Strategic Planning
Callaway Golf Mission Statement: “Callaway Golf Company is driven to be a world class organization that designs, develops, makes and delivers demonstrably superior and pleasingly different golf products that incorporate breakthrough technologies, and backs those products with noticeably superior customer service. We share every golfer’s passion for the game, and commit our talents and our technology to increasing the satisfaction and enjoyment all golfers derive from pursuing that passion.” (CallawayGolf.com) Callaway Golf Company is most well-known for their development of the Big Bertha. The production of this club made the driver go from a golfers least favorite golf club to being a club that every average and professional golfer needed in their golf bag. CGC was able to develop and innovate such superior products such as the Big Bertha because they had a very knowledgeable and committed staff of technicians and designers. Technology and the innovation of golf clubs is what put CGC at the top in the golf industry but their such frequent development of new clubs on the market is now back firing and hurting their sales.
Marketing Myopia Ely Callaway founded Callaway Golf Company in 1982 and they marketed and developed high-quality innovated golf clubs to not just professionals but to average golfers as well. Ely
Cited: "Callaway Golf - Golf Company | Golf Equipment | Golf Clubs." Callaway Golf - Golf Company | Golf Equipment | Golf Clubs. N.p., n.d. Web. 28 Sept. 2012. <http://www.callawaygolf.com/global/en-us.html>. Lal, Rajiv, and Edith D. Prescott. Callaway Golf Company. Boston, MA: Harvard Business School, 2005. Print.