Callaway Golf Marketing Plan Essay examples

4067 Words Apr 16th, 2013 17 Pages
Running head: GROWING THE GAME

Growing the Game
Callaway Golf (Marketing Plan)

Abstract
This proposal discusses the promotion of and the expanding of the Custom Club Fitting service to more markets. This proposal will also discuss and give a brief overview of the company’s history, overall philosophy, the current market condition, the competition, performance, customers, a SWOT analysis, marketing strategies, and marketing mix strategies. The objective of this proposal is to develop and implement an effective marketing plan to expand Custom Club Fitting to more markets to increase performance in the market.
Growing the Game

Contents

Executive Summary……………………………………………………………………… 4
I Introduction 5
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He ordered an unprecedented 300,000 club heads from the casting house and financed part of the cost with his own money. The success of the Big Bertha and its progeny made Callaway Golf the No. 1 golf club company in the world and Mr. Callaway became an icon by making the game more enjoyable for the average golfer. Callaway Golf feels that no matter what game you play tournament golf or recreational golf, Callaway makes products that will help you become a better golfer. More than a decade ago, Callaway Golf revolutionized driver technology with the original Big Bertha Driver. Today, Callaway continues a tradition of innovation with scientifically advanced products like the new Big Bertha Drivers, Big Bertha Fusion Irons, and the HX Tour Golf Ball. Callaway Golf uses cutting-edge technology and respect for the game to make premium products for all types of golfers, regardless of age, gender or ability. Callaway Golf also owns the Top-Flite, Strata, and Ben Hogan brands that they purchased in late 2003.

b. Purpose and Objective
The purpose of this project is to steer the Callaway Golf on a course that will enable it to reestablish and secure its place in the iron set market, while at the same time improve customer access to custom club fitting, and strengthen the companies position in the industry overall. To obtain this the project focuses on the following objectives: • Retain existing market

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