The firm has kept its position by introducing generations of advanced, super-premium golf balls that allow their customers to emulate professional golfers. The business has been losing market share to lower-priced competitors and the CEO needs to introduce a brand new plan called Elevate to foster the next generation of golfers.
With Elevate, a ball that is certainly more forgiving and simpler to drive for distance and offer it at a price 40% below the company's flagship brand will be introduced by the firm. Elevate will be accessible through "off-course" channels like golf specialty stores and big box retailers instead of "on-course" pro shops where the firm typically sells its products. The board of directors is split on whether to support the decision. Pupils must perform a quantitative analysis of the CEO's suggestion before making a final recommendation to comprehend the possible hazards and increases.
PUBLICATION DATE: June 10, 2013 PRODUCT #: 914S13-PDF-SPA
This is just an excerpt. This case is about SALES & MARKETING
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