GolfLogix Case of Study
CASE 1 GolfLogix
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How does the xCaddie create value? Is it compelling?
To start with I am going to talk briefly about GolfLogix and its different products.
GolfLogix is a quite recent company which was founded in 1999 in Arizona (US). It was based on a simple concept, using the GPS to aid golfers to improve their game or to make it easier. For this reason, GolfLogix developed the xCaddie, a handheld GPS receiver. Nowadays, the company offers two different systems. The first one is the
“Distance Only System”, which can calculate the distance from where the golfer is hitting to the green; and the second one, which is called the “Complete System” and makes even more for the golfer, such as recording the progress of the golfer’s round in order to download this data and print a detailed mapping of his progress, (showing him statistics, how far he had hit the ball with every club, how many times he had putted and how many shots he had taken, etc).
Creating superior customer value is a necessary condition for a company securing a niche in a competitive environment, not to mention a leadership position in the market. According to Porter, a company can follow two generic routes to compete in a market: differentiation and low-cost.
GolfLogix focuses on differentiation, because it tries to satisfy the necessity of improving the pace of the game in a non-complex way, due to it is able to judge the distance to the green and choose the right club for that distance, what has been a common challenge for many golfers (beginners and experienced players) since much time ago. But moreover, the xCaddie, in the two versions, offers a long list of benefits which create value for the consumers, such as the portability (its size is convenient and the golfers can hang it without being uncomfortable), the affordability for every type of courses, its easy use and installation, etc. In addition, the Complete system has more benefits, it provides the player his
-
How does the xCaddie create value? Is it compelling?
To start with I am going to talk briefly about GolfLogix and its different products.
GolfLogix is a quite recent company which was founded in 1999 in Arizona (US). It was based on a simple concept, using the GPS to aid golfers to improve their game or to make it easier. For this reason, GolfLogix developed the xCaddie, a handheld GPS receiver. Nowadays, the company offers two different systems. The first one is the
“Distance Only System”, which can calculate the distance from where the golfer is hitting to the green; and the second one, which is called the “Complete System” and makes even more for the golfer, such as recording the progress of the golfer’s round in order to download this data and print a detailed mapping of his progress, (showing him statistics, how far he had hit the ball with every club, how many times he had putted and how many shots he had taken, etc).
Creating superior customer value is a necessary condition for a company securing a niche in a competitive environment, not to mention a leadership position in the market. According to Porter, a company can follow two generic routes to compete in a market: differentiation and low-cost.
GolfLogix focuses on differentiation, because it tries to satisfy the necessity of improving the pace of the game in a non-complex way, due to it is able to judge the distance to the green and choose the right club for that distance, what has been a common challenge for many golfers (beginners and experienced players) since much time ago. But moreover, the xCaddie, in the two versions, offers a long list of benefits which create value for the consumers, such as the portability (its size is convenient and the golfers can hang it without being uncomfortable), the affordability for every type of courses, its easy use and installation, etc. In addition, the Complete system has more benefits, it provides the player his