文档介绍：Competition in the Golf Equipment Industry in 2008
By: Dan McLindon
Kyle McDaniel
Jeremy Smiley
Tom Anderson
Ray Moorman
Golf Equipment Industry Key Question
Can golf equipment manufacturers continue to be profitable while still conforming to the increasingly tightening rules developed by the USGA and R&A?
Golf Equipment Industry Additional Question
How can club manufactures produce equipment that makes the game fun and easier for the beginning golfer so they stick with the game and e a core golfer?
How do premium equipment manufactures create products that appeal to existing core golfers and how do they grow the market of core golfers?
What is each golf pany’petitive advantage?
How do golf club manufactures plan for the future with the uncertainty of further new rules limiting club and ball technology?
Is the timing right to pursue international expansion? Will the popularity of golf rebound in the United States?
A Very Brief History of Golf
Origin
1452 in Scotland, as a game played by both Royalty moners
Growth In Europe
Established game by 18th Century in British Isles with tournaments, rules and golf clubs (St. Andrews)
Growth In USA
Started being played in late 1700’s, mostly as a game for wealthy. Rapid growth in popularity with TV coverage in 1950’s and the emergence of golf stars Palmer, Nicklaus, and Player. Peak in popularity in 1998, 2 years after Tiger Woods turned Pro.
Governing Bodies
United States Golf Association and Royal and Ancient Golf Club
Evolution of the Golf Equipment Industry
First equipment manufactures began in Scotland during 1700’s
Over time building materials changed, but types and design of clubs did not
Wood to steel to graphite shafts but still same club head designs
More durable and consistent golf balls
Mid to late 1990’s a period of great innovation began by premium golf equipment manufactures
Ping, Callaway, TaylorMade, Fortune Brands (Cobra and Titleist)
Innovations centered around game improving features
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