Altius is the leading manufacturer of golf balls; With the decline in the people’s interest in Golf, the industry has seen a decline in the number of. Altius Golf and the Fighter Brand. Introduction. Evelyn Gracie, CEO of Altius Golf, took a deep breath before introducing the company’s new golf. ALTIUS GOLF AND THE FIGHTER BRAND Contents External Environment 2. Opportunities 2. Threats 2. Internal Environment 3. Strengths 3. Weaknesses 3.

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The board of directors is divided on whether to support the decision. These fighetr main issues elaborate that the company is losing its market share because of the highly competitive market. Due to highly cost products and the lack of innovation, the organization has been losing the piece of the pie to its opponents.

Altius Golf and the Fighter Brand Harvard Case Solution & Analysis

This results in following results:. Elevate will undoubtedly be available through “off the course” channels such as for example golf specialty stores and big box retailers rather than “on the course” professional shops where in fact Altius Golf sells its products and services.

This strategy has been successful as it has captured the market share of Altius Golf and some other sellers in the golf market. S, consequently; sales of golf equipments are falling and this is clearly a threat to Altius Golf for its future sales in the U. In addition, it has to focus on low cost and user friendly designed golf balls in marketing to gain the higher share of growing market.

The tradeoff of maintaining the current strategy will make the company outdated very soon, so it is better to introduce new golf ball fighrer compete in the industry that beand help the company to get the competitive advantage by not sticking to the previous status quo and also by entering in the market with not so costly product.


This low price equipment should be highlighted in marketing to gain higher share of growing golf industry. Its gross profit is Bringing a Breakthrough Drug to Market.

In the recession period, the consumer survey shows that the customers had cut down their spending on the purchase of golf balls, which affected badly in the golf industry. Elevate is a new line of golf equipments being considered by the Altius Golf.

Appendix-A Profitability analysis of leading brands. The below shows the total market value of Altius in units is fihhter. Cite View Details Educators.

This is because golf industry is reviving by the efforts of USGA, through encouragement of new golf players to play golf with relaxed rules. The board of directors is divided on whether to go with this decision or against it. Altius Golf has heavily spent on marketing their success of Fightwr TX line, however; the golf industry trends have changed and the new trend is towards low cost as well as non-confirming golf equipments.

Value of market share point in unit sales.

Altius Golf and the Fighter Brand by Nikhil Sadana on Prezi

Effect of Decrease in Retail Price. Elevation will be accessible through the channels, for example, golf strength stores and huge box retailers rather than the expert shops where the firm commonly offers its items.

Moreover, since golf equipment sales is linked to the number of golf rounds being played in the U. Altius Golf may be the clear leader in the baseball market despite the fact that there has been a decline in the amount of golfers and a drop in sales following a financial anv.

The company is now focusing to fulfill the USGA requirements that will provide relaxed rules of playing with the golf ball for new players. A Note on Mining in Peru. As per calculations made in spread sheet, market share of Altius Golf is higher than other competitors in the golf industry, which gives it a competitive advantage over other companies to control prices by affecting the demand and supply forces.

The main objective of launching the elevate golf ball is to change the market strategy by brwnd the price and targeting to the professional golf equipments to its low cost and producing fun oriented golf equipment to attract the new golf players that will increase the profitability of the company.


Students must perform a quantitative analysis of the CEO’s proposal to understand the potential risks and gains before making a final recommendation. Ahd long-term goal of the company should be to create the impression of the brand by producing high-quality products that motivate players to improve their performance.

Moreover, opting into this alternate will require Altius Golf to increase the number of sales units, which can be done through extensive marketing. This is the best way to attract the beginners and non-professionals by creating the brand awareness in the market that will generate high revenue by introducing medium priced elevated golf ball. Altius Golf marketing focus is on Victor TX line golf equipments, which are designed for professional golf players because in the past professional golf players have won their matches using Victor TX equipments.

The cannibalization shows the negative impact of newly introduced product of the company performance with respect to its existing product.

Welcome: Altius Golf and the Fighter Brand

Business and Environment Business History Entrepreneurship. Altius Golf and the Fighter Brand case solution. One of the major competitors of Altius Golf, Primiera, has introduced a campaign for marketing of golf equipment which gol specially designed for new learners of golf to help them play the sport and learn it easily.

Focusing on the low price golf equipments, such as Elevate golf ball and changing the marketing strategy from targeting professional golf equipments to low cost golf equipments and branf fun oriented golf equipment for new golf players will enhance the profitability of Altius.