Atlius Golf Case

Conor Barry 2/9/15

Altius Golf Case

The current problem with Altius is that they have a decrease in market share, overall revenue from their golf balls and a decrease in profits. The main reason for Altius's decline in market share is because people who golf have become less serious and more price sensitive. Because of this customers are no longer purchasing golf balls from Altius, but from their competitors. Altius didn’t notice that serious golfers were playing less and casual golfing is on the uprise. If Altius does not change their marketing plan they will soon no longer be able to compete in this market. They need to move away from a premium ball and start to allocate efforts into a value line ball.

Altius needs to shift their focus and introduce a new series of golf balls into the market. Altius introduces their new value line ball called Elevate. Altius has a practice ball that is suited for the golfers who likes to practice with replica golf balls. With the Elevate series golfers are given a multitude of options that match your golf game. Whether you are a professional or recreational golfer, Altius has created a ball for everyones different types of golf swings whether they be slow, medium or extremely fast swings.

Once Altius introduces the casual golfer to the Elevate series, they should create excitement that causes golfers to continually use Elevate golf balls. After using the Elevate series for a while, casual golfers should strengthen his or her skill and move on to the Victor line. Once these golfers start to really get into the sport and they are starting to play at an advanced level, they would then probably be less price sensitive and move up to the Victor Tx line of balls. This cycle of turning casual golfers into serious golfers would really help get Altius’s market share back up by allowing them to gain control of the industry once again.

There are a few ways that Altius can implement the advisability of introducing...