Marketing Plan Callaway Golf

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Marketing Opportunity Analysis - SWOT
Innovation – Callaway delivers cutting edge technologies to its customers with new products and improvements to existing products. •Cash position and lack of debt – Callaway has no debt, and this enables Callaway to go after different acquisitions and investment opportunities that its weaker competitors are not able to pursue. •Size – Callaway is the #1 golf manufacturing company in the world. With Callaway’s size, it gives Callaway power and advantages over competitors. •Aggressive acquisition strategy - Callaway’s size and cash flow capabilities allow Callaway to acquire companies such as Odyssey , Ping Golf for its technology, manufacturing facilities, and increased market share. •Product Line Width – Through Callaway’s acquisition and its own technology, Callaway has developed golf clubs and merchandise for every kind of golfer at every level of golf from beginner to pro. Callaway has junior’s, men’s, women’s, and even senior clubs that it offers to its customers. •Superior quality and Customer Service – Callaway provides superior quality of products and excellence in customer service. The company provides other means of support for its retailers including product advertising, endorsement, demo days, warranty programs and closeouts. •Promotion Ability- Callaway sponsors professional golfers in all five major Tours (PGA, LPGA, Senior PGA, European PGA, and Nike) as a vehicle to promote its products. Some CGC pros were Anika Sorenstam, Rocco Mediate, Colin Montgomerie, Jim Colbert e.t.c. Callaway also uses television, radio, and print ads in its media promotions. •Closeout options – Once a new product was introduced, the Retailers have the discretion to mark down the remaining inventory to a price at which it would sell. Weaknesses

Dependency on off-course retail shops – Although on-course retailers were considered vital to CGC, the company relied more heavily on off-course shops. About 65%...
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