战略管理.ppt

1、,Competition in the Golf Equipment Industry,situation,Growth In Europe, Established game by 18th Century in British Isles with tournaments, rules and golf clubs. In USA, Started being played in late 1700s, mostly as a game for wealthy. Governing Bodies in USA is United States Golf Association and Ro

2、yal and Ancient Golf Club. First equipment manufacturers began in Scotland. Nowadays, Ping, Callaway, Taylor Made, Fortune Brands has become the world famous golf equipment manufactures . 22.7 million in US, 2 million in European, 17 million in Asia. The target sales market is about 7.5 million in U

3、S, considered “Core” and account for 91% of rounds played and 87% of equipment sales. Key Items Purchased about Drivers, Putters, apparel, shoes, golf balls, golf bags,Specific problem or issue to Address,In 2006 USGA and R&A begin regulating golf clubs and balls. Number of golfers in America has de

4、clined 17% over the past decade (from 27.5 to 22.7 million) Key Barriers for Consumers such as Too expensive, Too difficult to play, Older players have health concerns Merchandise manufacturing is outsourced Established brands have difficult time entering new areas of golf equipment and supplies USG

5、A rules discourage innovation and allow less technologically advanced manufacturers to catch up to industry leaders,Alternative actions,Endorsements: Significant source of differentiation and brand recognition. Innovation : With the major brands having met the regulated limits, innovation is focused

6、 on increased launch angles and adjustable features, Major brands are choosing to not go beyond the regulation specs. Price : Matched to level of product. Comparable across industry,Supporting info for your strategy,Penetrate Foreign Markets Income rising in India & China Consolidation Strategy Alig

7、n Manufactures Invest & innovate based on competitive advantage (drivers or putters, etc.) Integrate & Purchase Suppliers Aging population in US set to retire spend more time for golf,Recommendation,Create Recreational Line of Equipment Ignore regulations use available technology on equipment for re

8、creational golfers Playing better, making the game easier will inspire more people to pick up the game and continue to play Create partnership with competitors to change current rules Put pressure on USGA and R&A to create separate rules for tour professionals and amateurs Increase Community Outreach Work with current tour and club