Golf Logix Case Analysis
Group 3
THE GAME OF GOLF
• •
•
Invented in Scotland in 15 th Century Brought to the United States in late 19 th Century Clubs used to hit small hard balls into a cup on each of the 18 different holes on the golf course
The players use a club to drive the ball onto the fairway. Starting point on each hole is from tee box Players drive the ball with the use of a club onto the fairway, hit an approach shot onto the green, and putt the ball into the cup
Holes: range in length from over 100 to 500 yards or more
• Par 3, par 4 or par 5 • 18 holes par was 72
Along way hazards - ponds, sand traps, and high grass Swing: called “stroke”, counted towards the players total score
Lowest score wins
TYPES OF CLUBS
Woods Club
Driver
• 200-300 yards
Iron Club
3-iron 7-iron
• 120-150 yards
Wedges
Pitching wedge
• 120 yards or less
Putter
5-wood
9-iron
Sand wedge
Typically 14 different types of clubs are used
CRITICAL ELEMENTS TO ACHIEVING LOW SCORE
Hit the ball straight so as to avoid the various hazards around the course Advance the ball in desired direction
Distance to target How far player could hit the ball with each golf club?
Ability to putt the ball well
Golf market:
• 2000: 26.7 million Americans played 586 million round of golf (on 17,000 courses) • 200,000-400,000 new golfers a year.The prototypical golfer was still male over 40 years old with an income over 70,000.
The golfer: segmented in 3 different ways
1. frequency of play: 25% considered “avid” played 25 rounds or more per year. 50% considered “core” played 8-24 rounds per years.The remainder were considered “occasional” golfers. 2. expertise: typically measured by a golfer handicap (historical average of how many strokes a golfer took, relative to par, for an entire round) 3. type of courses “public vs. private: 80% of golfers played on public courses
Expenses: 1999, golfers spent over 22 billion, 50% of this were by avid
THE GAME OF GOLF
• •
•
Invented in Scotland in 15 th Century Brought to the United States in late 19 th Century Clubs used to hit small hard balls into a cup on each of the 18 different holes on the golf course
The players use a club to drive the ball onto the fairway. Starting point on each hole is from tee box Players drive the ball with the use of a club onto the fairway, hit an approach shot onto the green, and putt the ball into the cup
Holes: range in length from over 100 to 500 yards or more
• Par 3, par 4 or par 5 • 18 holes par was 72
Along way hazards - ponds, sand traps, and high grass Swing: called “stroke”, counted towards the players total score
Lowest score wins
TYPES OF CLUBS
Woods Club
Driver
• 200-300 yards
Iron Club
3-iron 7-iron
• 120-150 yards
Wedges
Pitching wedge
• 120 yards or less
Putter
5-wood
9-iron
Sand wedge
Typically 14 different types of clubs are used
CRITICAL ELEMENTS TO ACHIEVING LOW SCORE
Hit the ball straight so as to avoid the various hazards around the course Advance the ball in desired direction
Distance to target How far player could hit the ball with each golf club?
Ability to putt the ball well
Golf market:
• 2000: 26.7 million Americans played 586 million round of golf (on 17,000 courses) • 200,000-400,000 new golfers a year.The prototypical golfer was still male over 40 years old with an income over 70,000.
The golfer: segmented in 3 different ways
1. frequency of play: 25% considered “avid” played 25 rounds or more per year. 50% considered “core” played 8-24 rounds per years.The remainder were considered “occasional” golfers. 2. expertise: typically measured by a golfer handicap (historical average of how many strokes a golfer took, relative to par, for an entire round) 3. type of courses “public vs. private: 80% of golfers played on public courses
Expenses: 1999, golfers spent over 22 billion, 50% of this were by avid