Marketing Golfball in Sweeden

INTERNATIONAL MARKETING GROUP PAPER

Table of Content
Section page
Executive Summary 3
Introduction 4
Mission statement 6
Consumers' analysis 6
Target market 7
Consumers' characteristics 8
Market demography 8
Target market by cities 9
External Analysis of Sweden/Infrastructure 9
Business-Related Infrastructure 10
Consumer-Oriented Infrastructure 10
Economy's analysis 10
Technical and Transportation Infrastructure 11
Political and Legal 12
Natural Resource Market Performance 12
Cultural 13
Social Environment 13
Competitive Analysis 13
Marketing Strategy 15
Marketing Mix 15-19
Product
Place
Promotion
Price (see financial attachment)

Executive summary
In 1984, Fantastic Golf Company was created in Tampa, Florida in order to manufacture and distribute high-quality, affordable golf clubs and equipment.   Fantastic uses the same successful business model as high-end golf balls companies like Callaway, Titleist and Taylor Made.   Design and assembly of fantastic clubs occurs at the Tampa facility.   Like its high-end competitors, the company uses the latest golf club technology to create products with ultimate playability.   But, fantastic provides its retailers with a mid-range price point and the best sales margins in the golf industry.   The end result is a comparably high-quality, high-performance golf ball with a more attractive price tag.   In January 2004, Fantastic Golf Company expanded its market to Sweden.   By using the same business model like our home market, we were able to conquer a multi-billion dollar industry that is showing a growth in popularity in Sweden. The company continues to produce golf balls that emphasize excellent value and outstanding performance.   The geographic focus of Fantastic Golf has been very successful in the Southern and eastern portions of Sweden and our... [continues]

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