Taylormade Marketing Plan
TaylorMade Marketing Plan
MKG310: Introduction to Marketing
June 20, 2013
TaylorMade Marketing Plan
Executive Summary and Company Overview:
TaylorMade Golf is a subsidiary company of TaylorMade-adidas Golf Company. TaylorMade was founded by Gary Adams in 1979 as a small start-up company (TaylorMade, 2013). Adams had created a single new innovative design, the metalwood. This new metalwood sounded differently and most importantly performed differently. The new design shifted more of the weight to the perimeter, which provided more forgiveness on mishits. The center of gravity was also lowered, which made it easier to launch the ball in the air. Adams, being the son of a professional golfer, wanted his golf clubs to stay true to what golfers perceived as an authentic golf club in looks and feel. Adam’s believed in four principles that his company should follow; provide innovation with authenticity, always be passionate about the game, and pledged to be competitive – to work hard to establish itself and grow (TaylorMade, 2013). Following these principles TaylorMade has become the leading metalwood carrier for professionals on the major golf tours. In 1997, TaylorMade transitioned from an independently owned company to a co-brand of TaylorMade-adidas when adidas Group purchased the company. Following the acquisition, the company shifted its focus to become the leader in drivers amongst its competitors (adidas Group, 2013).
TaylorMade is based in Carlsbad, California, and is a subsidiary of the German based parent company adidas Group. TaylorMade has its international corporate headquarters located in Mulgrave, Victoria, Australia. TaylorMade Performance Labs is located in San Diego, California. TaylorMade Performance Labs custom fits golf clubs to individual customers by utilizing the latest in motion capture technology to provide customers with “Golf’s ultimate fitting experience” (TaylorMade Performance Labs, 2013).
TaylorMade-adidas Golf’s
MKG310: Introduction to Marketing
June 20, 2013
TaylorMade Marketing Plan
Executive Summary and Company Overview:
TaylorMade Golf is a subsidiary company of TaylorMade-adidas Golf Company. TaylorMade was founded by Gary Adams in 1979 as a small start-up company (TaylorMade, 2013). Adams had created a single new innovative design, the metalwood. This new metalwood sounded differently and most importantly performed differently. The new design shifted more of the weight to the perimeter, which provided more forgiveness on mishits. The center of gravity was also lowered, which made it easier to launch the ball in the air. Adams, being the son of a professional golfer, wanted his golf clubs to stay true to what golfers perceived as an authentic golf club in looks and feel. Adam’s believed in four principles that his company should follow; provide innovation with authenticity, always be passionate about the game, and pledged to be competitive – to work hard to establish itself and grow (TaylorMade, 2013). Following these principles TaylorMade has become the leading metalwood carrier for professionals on the major golf tours. In 1997, TaylorMade transitioned from an independently owned company to a co-brand of TaylorMade-adidas when adidas Group purchased the company. Following the acquisition, the company shifted its focus to become the leader in drivers amongst its competitors (adidas Group, 2013).
TaylorMade is based in Carlsbad, California, and is a subsidiary of the German based parent company adidas Group. TaylorMade has its international corporate headquarters located in Mulgrave, Victoria, Australia. TaylorMade Performance Labs is located in San Diego, California. TaylorMade Performance Labs custom fits golf clubs to individual customers by utilizing the latest in motion capture technology to provide customers with “Golf’s ultimate fitting experience” (TaylorMade Performance Labs, 2013).
TaylorMade-adidas Golf’s