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Callaway Golf

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James Hwang

on 4 December 2014

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Transcript of Callaway Golf

James Hwang
Vincent Dour
Joseph Lee

Brendan Flynn
Nick Besler
Max Lachowecki
Callaway Golf History
Alternative Solution #1
Olympic Golf Sponsorship

Alternative Solution #4: Expand Presence in Asian Market
Recommended Strategy:
Expand Presence in Asia

Alternative Solution #2: Subsidiary Brand
Brand loyalty
Huge market
Company Issues:

Competitive Market
Discounted Prices
Other Large Players
Technological Innovation

-Susceptible to Economic Conditions
-Saturated Domestic Golf Industry

-International Expansion
-Summer Olympics 2016
-Innovation/New Technology

-Substitute Products
-Intense Competition
-Downturn in Economy
-Backlash against Technological Innovation

-Premium Image/Brand Name
-Customer Loyalty
"So why do I think this is bad for the professional or competitive game? Because modern players don't have to develop the skills they used to and are not as well-rounded as they should be."

-Jack Nicklaus
"Golf Digest"
Key Decision Criteria
Capital, Infrastructure, Resources
Target Market
Vision and Timeline
Market Potential
Entry Vehicles/Barriers to Entry
1982 - Ely Callaway invested in Hickory Stick USA
1983 - Ely became President and CEO
Renamed to Callaway Hickory Stick USA
1988 - Company changed name to Callaway Golf Company

Golf added to 2016 Rio Olympics for first time since 1904
London Olympics in 2012 most watched TV event ever
Sponsoring athletes from each country adds brand exposure

Callaway Golf History
1989 - S2H2 Stainless Steel Woods introduced
1991 - Big Bertha introduced
1993 - Annika Sorenstam joined Callaway
1996 - World's largest manufacturer of golf clubs
1997 - Acquired Odyssey Sports Inc.
Callaway Golf History
1998 - Bertha Golf Clubs for kids
2001 - Ely Callaway retired as CEO and President
2004 - Phil Mickelson joined Callaway family
2009 - Joined Perry Ellis to make premium apparel
2011 - Ely Callaway passed away due to pancreatic cancer
Callaway clubs very high-end
Many younger or beginners can't afford them to start
Cheaper brand expands market share and creates brand loyalty
Alternative Solution #3: Cricket
Gloves and apparel
Sponsor current professional cricket players
High Visibility
Many potential sponsors
Highly respected event, consistent with brand image
Expensive to sponsor a lot of athletes
American consumers may be upset with sponsoring rival country
Sport is growing rapidly
Product-line breadth
Callaway name can lend mark of quality to new brand
Will hopefully inspire brand loyalty early on
Might dilute product name
Market already has many discount golf clubs
Consumers may not switch to standard clubs ever
Who is sponsored by Callaway Golf? (3)
Justin Timberlake
Arnold Palmer
Jeev Miklha Singh
Justin Bieber
Tiger Woods
Product line breadth
Technological resources available
New market
Preexisting competitors
Dilutes company image
Guan Tianlang
Increased wealth in middle class
Continued growth in Asian market
Callaway driving ranges
Sponsorship of Asian players
Recommended Strategy
Potential for enormous profits with current golf trends
Young and rapidly developing market
Global recognition as a premium brand
Already has offices in India and China
Cost of sponsoring additional players
Lack of Asian golf professionals
Cost of building Callaway driving range facilities
Government land regulation and restrictions
Current market size is small
Land restrictions
Potential lack of customers
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Full transcript