Taylormade Marketing Plan

Topics: Golf, Professional golfer, TaylorMade-adidas Pages: 10 (2952 words) Published: August 29, 2013
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 primary objective is “to be the leading performance golf company in the world in terms of sales and profitability.” TaylorMade-adidas company combines three of golf’s most well-known and respected brands: TaylorMade, adidas Golf and Ashworth. TaylorMade’s mission statement is to continuously develop and commercialize innovative, technologically advanced products while maintaining credibility through high visibility on professional golf tours (adidas Group, 2013). TaylorMade also influences brand equity through the creation and execution of new marketing and retail enterprises, as well as improvements in global distribution to impact long-term growth. Goals & Objectives:

* Maintain status as #1 golf brand on the world’s professional golf tours * Use innovative and performance enhancing designs for new clubs * Keep strong brand recognition
* Develop new relationships with retailers in unsaturated markets * Progress golfers from recreational to avid users of products

TaylorMade’s core objective is to create high performance products for the golf marketplace, with an emphasis on innovation. Maintaining its leadership in the industry is vital to increasing brand exposure and relationships it has developed with its consumers. TaylorMade’s short term goal is to remain profitable and increase its sales. TaylorMade’s long-term goals rely on sustaining its market leadership in the golf industry. To achieve these goals and objectives TaylorMade is implementing a plan that coordinates product development, marketing, branding and retail into a global marketing team. TaylorMade professionals and customer service personnel are located around the world, which help to strengthen brand image by developing relationships with new and emerging golf markets. TaylorMade will continue to stay true to building its relationships and brand image with smaller retail outlets and locally owned shops where avid and recreational golfers frequent.

Situational...
Continue Reading

Please join StudyMode to read the full document

You May Also Find These Documents Helpful

  • KElloggs Marketing Plan Essay
  • Developing a marketing plan Essay
  • Coles Marketing Plan Research Paper
  • Marketing Plan Essay
  • Marketing Plan Essay
  • Marketing Plan Essay
  • Marketing Plan Essay
  • marketing plan Essay

Become a StudyMode Member

Sign Up - It's Free