case 16 CALLAWAY GOLF: BIG BERTHA’S TEAM HITS A LONG BALL “Callaway Golf Company designs‚ creates‚ builds and sells Demonstrably Superior and Pleasingly Different golf products. That means that any club‚ ball or putter in the Callaway Golf family must be a significant improvement not only upon the products of our competitors‚ but also our own.” (1) How does Callaway Golf achieve its goals of manufacturing and distributing Demonstrably Superior and Pleasingly Different golf products?
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Callaway Golf Company Executive Summary Established in 1982‚ Callaway Golf Company is a leader in the golf equipment industry‚ creating some of the most technologically advanced golf clubs in the business. In less than a decade‚ Callaway’s sales went from $5 million in 1988 to well over $800 million in 1997. The main man behind the success of Callaway Golf Company is Ely Callaway‚ founder‚ chairman and chief executive officer. Over the course of the company history‚ other leaders in the
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1. Callaway ’s strategy from 1988-1997 with respect to: A. Research and Development From its initial existence R&D and innovative products had been the lifeline of CGC. When Callaway bought into the company his first initiative was to develop original products. Innovation and superior performing products are important in golf because equipment is thought to have a significant impact on player performance. Moreover‚ innovation was important because CGC had to be the technological leader
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Callaway Case Paper Position Statement Callaway Golf Company should change their focus and perception of marketing because their premium priced golf clubs do not match today’s hard economic struggles that average golfers are in as well as the changing golf culture that is threatening their sales. Callaway needs to focus on securing the customers that are loyal and who are true friends to their company. They can offer deals such as having discounts to customers that are repeatedly buying their products
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Wayne Mallette‚ director of performance management for Callaway Golf Canada is asked by the golf company’s managing director Steve Kaufman‚ to measure the functioning of the Mobile Performance Team (MPT). He is also expected to implement an effective plan of action that would guarantee that Callaway Golf Canada stay superior to its competitors for the rapidly approaching 2008 golf season. Callaway Golf’s main goal is to be of assistance to every golfer to help them improve their golfing skills
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Callaway Golf Company LaToya Owens‚ Chris McMullin‚ Robb Spears and Crystal Shumpert Indiana Wesleyan University Key Success Factors Callaway Golf Company’s (CGC) had seven key success factors to include: the founder’s vision; product design; pricing; product development; sales; marketing and the media. The founder‚ Ely Callaway’s vision is: “If we make a truly more satisfying product for the average golfer‚ not the professionals‚ and make it pleasingly different form the competition
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Case – Callaway Golf Canada Their goal: “To help every golfer become a better golfer”. The primary issue- I have come to the conclusion that the primary issue of Callaway Golf is: “ In order to maintain Callaway’s target customers of high performance‚ they must figure out how to perform better service to differentiate themselves from competitors moving forward”. Related Issues In my opinion some of the related issues for this case would be that being Callaway Canada was
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Chapter Callaway Golf Company Rajiv lal Edith D. Prescott . Ely Callaway‚ Callaway Golf Company ’s (CGC) 80-year:old founder‚ chairman‚ and chief executive officer‚ sat in the conference room one sunny day in fall 1999 contemplating his company ’s remarkable story. He wondered how that story might continue in light of some recent internal and external challenges. In the span of a decade‚ Callaway had built CGC into the dominant player in the golf equipment business‚ despite charging premium
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Questions for Callaway Case 1) From the facts in the case‚ what were the trends and changes taking place in the market and environment that the Callaway Golf Company operates in? In undertaking this analysis‚ consider trends and changes in the areas of competition‚ market demand and product life cycle‚ consumer behaviour‚ and distribution channels. 2) Given these changes‚ does the Callaway Golf Company need a new strategy? If your answer is YES‚ then make recommendations for its overall strategy
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Callaway Golf Pear (Chanappiya) Choomjai‚ Darrell Thompson‚ Kent (Zhengyuan) Chan History of Callaway Golf • • • • • • • • • 1981 Ely Callaway sells a wine vineyard for $14 million dollars 1983 Ely renames the company Callaway Hickory Stick USA 1985 Company moves to Carlsbad‚ CA. 1986 Callaway becomes the first company to use computer controlled machines to insure flatness of the clubs‚ along with new and innovative designs. 1988 Company renames its self Callaway Golf 1989 Introduces traditional
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