Gloglogic

Summary and Solution

GolfLogix, which founded in 1999, is a company that implements the idea of using the satellite-based global positioning system (GPS) to aid golfers in playing the sport. In simple, rather than guess the distance, the golf lovers can just look at the company’s product “xCaddie” (a customized and handheld GPS receiver) to indicate that how far from the green to the pick club. Not only that, the complete system also used to record a golfer’s progress around the course. With the help of xCaddie, a golfer could know his record of the exact location of his ball at the beginning and end of every shot. And the golfer can gets a three-page color printout mapping the progress around the course, along with how far he hit the ball using certain club, and how accurate his shots with the clubs. All of the functions are aiming on give convenience to both the golfers and the golf professionals in the course.

As a three years age company with six employees, it is the time that GolfLogix needs to make some different to break through the bottleneck. Just as the CEO Jeff said, “If we don’t do it, one of our competitors will.” The company should add another sales channel which is going directly to the consumers. Selling the service through course is definitely a best way to let the golfers get to know and experience the new products. And this is what the company did in the initial stage. By this way the corporation with the golf course could help GolfLogix to promote its products and let the customers get used to it. And this channel is good for the company because the target customers are only the golf course, the post-sale service is simpler. However, compare to the huge market of the individual golfer, the market of golf course is too small. And the increasing proportion of the golf lovers is the opportunity GolfLogix cannot miss. It’s true that provide the products to consumers directly might discourage courses from installing the system, and there is a risk...