Callaway Golf Mission Statement

As a business leader, you must establish goals and business objectives to ensure that your company will accomplish what it needs to accomplish to remain as successful as it can be. Ely Callaway, the founder of Callaway Golf, wanted to make sure that his business was more then just any other golf company but rather one that stood out among the rest. He wanted it to be “a world class organization that designs, develops, makes and delivers demonstrably superior and pleasingly different golf products that incorporate breakthrough technologies, and backs those products with noticeably superior customer service”(Caseforest). The overall mission and vision he had for the company was to help golfers with all different types of abilities find a greater
enjoyment from playing golf.
Callaway Golf’s target market is aimed towards all different skill level golfers who want exceptional golf clubs and golf accessories made with the latest technology and the ability to fully customize the products that they want. At first, the company started out by only selling and developing golf clubs. However, as their company started to grow larger and their reputation for having quality products grew, they took it to the next level by selling and developing not only more types on golf clubs, but golf balls, Wallace 2

footwear, apparel, and accessories as well. Having a strategy to make their products accessible and useable for everyone was a key point in their success and why they have been so successful over the years.
Another strategy that Callaway used to their advantage was creating a foundation called the Callaway Golf Foundation that has donated over $8 million over the years.
This non-profit foundation “strives to create healthy communities where [their] stakeholders live and work ” (callawaygolf.com). By creating this organization, many golfers have seen that although Callaway Golf Company wants to sell its many products, they also truly care about their community and taking the necessary steps towards improving peoples lives by helping out when they can. Their commitment to their community and their passion to help others, especially if they are in need, has helped them tremendously in receiving the amount of customers they have and the success they have achieved
today.
In 2013, Callaway also decided to become partners with Long Drivers of America (LDA), which opened up a lot of doors for them.
Becoming partners with LDA meant that they would be able to be a part of the RE/MAX World Long Drive Championship and put their products into the hands of some of the greatest golfers. This not only made their products known to the golfers who would be using their products, but to the millions of viewers worldwide that were watching the event on the NBC Golf Channel. This proved to be a very good strategy for their company to get their products known all around the world especially to professional golfers.
Another strategy they used to make their products more valuable then any other golf company was partnering with Lamborghini. By partnering with Lamborghini, both of Wallace 3

their research and development teams worked together to “develop innovative technologies and materials designed to enhance the performance of each company products” (zercustoms.com). Their goal was to produce a material that was lighter and stronger than any other material that was used in the Lamborghini cars or golf clubs. After their teams worked together for some time, they were able to come up with their product called Forged Composite. This material allowed Callaway golf to produce a whole new line of products that no one had ever seen before which made their
market even stronger.
Although Callaway Golf is a strong company with a good reputation, it does not mean that their business does not come with many risks. Some of the potential risks include what the economic conditions are at the time, the foreign currency exchange rates, the intense competition of golf products, and the weather conditions.
The first risk that is significant to Callaway Golfs Company is the economic conditions. Considering that their products are very well developed with the best materials, it means that their products are priced higher than many other golf company’s products. During times where people are not able to spend more money on better quality products but still want to play golf, they will turn to cheaper products to satisfy their needs. This may result Callaway Golf to have a reduced number of customers not because they do not want their product but because they cant afford it.
The second risk that can hurt their company’s ability to sell its products is the foreign currency rate. One of Callaway’s main purchases and sales comes from international buyers. This leaves the problem of whether the U.S dollar is stronger or weaker then the internationals form of money. Although they try to adjust their pricing Wallace 4

based on the different international markets, they many not always succeed when it comes to getting the best income. When the market shows that the U.S. dollar is weaker then other international currency, selling their products to them could reduce the amount of income they would receive dramatically.
The third risk I found to be important for them to be aware of is the amount of competition they have when it comes to other golfing products. With around forty-five different well known golf company’s, its hard to make sure that they are the company that will stay on top of everyone else. With new technologies being invented everyday, there is no way to predict who will come out with a better, more afforded product. Although their company has a good reputation and their products are thought of as worth the price to many, that doesn’t mean that it will stay that way forever. Because of this, they need to make sure that they are doing everything that they can to stay up to date with all of their products and frequently come out with new ones as well.
The last risk that stood out to me that may potentially cause their market to be slow is certain weather conditions. Since golf courses are mainly outdoors, stormy weather or the dropping of temperatures could affect their company in a negative way. When these types of weather conditions occur, it is less likely that a golfer will want to stand outside and play. If the weather were to stay constant and not change for a period of time, many people may choose not to spend their money on golfing gear that they cant use or even lose interest in the game overall. This could result in their overall sales to drop.
Overall, for a company to succeed it needs to have a good plan and make sure that they are staying on top of trying to make their company better each and everyday. Wallace 5

To say that their company will never run into any problems is not a good mind set. What makes a company strong, such as Callaway Golfs Company, is that they understand that they have potential risks but they make sure to do everything that they can to overcome them. Having a mission and implementing different strategies to reach their mission is very important. Callaway would not be as successful as they are today without their need to succeed regardless of what the condition may be.