Marketing Environment The marketing environment that Callaway Golf and any other golf company market to is a very specific type of market. Their target market is upper-middle class consumers. They target these types of consumers because golf is a business that is based on the usage of disposable income. These types of consumers will have extra money to spend on this type of game; this makes this class of consumers the most lucrative for the company. They also try and target the golf enthusiast, because of the recognition that their brand has in the sport. They are one of the leaders in the technology of golf and they have been one of the top sellers of products in the market. This type of reputation will make a golfer want to be seen with
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They sell a product in every aspect of golf equipment from drivers, woods, irons, putters, balls, and apparels. This is a strength because it allows them to reach any need of the average golf consumer. They have a strong core branding with the names of Callaway and Odyssey. Odyssey was one of the top names in golf putters prior to the acquisition of the business in 1997, and under the Callaway management continued to be one of the top names in golf putters to this day. Also the name Callaway has been around for many years and is known by any one that plays golf. Callaway also has ideal product placement in golf stores and pro shops. Either one of these types of stores will have the different brands grouped together within them. When you go to these stores it is very clear were the Callaway Golf items are located. This is good for them because it puts their name right in front of you, with it so easy to spot you will always go and look at what they have to …show more content…
Golf is mainly funded by disposable income and because of the declining economy people have less money to spend on things that are not necessities. This brings into the light a possible price cap of around five hundred dollars. Many consumers are not willing to pay more than this price on their equipment. Even though this can be an issue they still offer sets of irons for $999.99 and fully loaded golf bags with 14+ clubs for $1,899.99. Because of these high prices combined with the dropping of the economy there has been a decrease in volumes of sales for golf as a whole, but Callaway has been one of the companies that has been affected by
They sell a product in every aspect of golf equipment from drivers, woods, irons, putters, balls, and apparels. This is a strength because it allows them to reach any need of the average golf consumer. They have a strong core branding with the names of Callaway and Odyssey. Odyssey was one of the top names in golf putters prior to the acquisition of the business in 1997, and under the Callaway management continued to be one of the top names in golf putters to this day. Also the name Callaway has been around for many years and is known by any one that plays golf. Callaway also has ideal product placement in golf stores and pro shops. Either one of these types of stores will have the different brands grouped together within them. When you go to these stores it is very clear were the Callaway Golf items are located. This is good for them because it puts their name right in front of you, with it so easy to spot you will always go and look at what they have to …show more content…
Golf is mainly funded by disposable income and because of the declining economy people have less money to spend on things that are not necessities. This brings into the light a possible price cap of around five hundred dollars. Many consumers are not willing to pay more than this price on their equipment. Even though this can be an issue they still offer sets of irons for $999.99 and fully loaded golf bags with 14+ clubs for $1,899.99. Because of these high prices combined with the dropping of the economy there has been a decrease in volumes of sales for golf as a whole, but Callaway has been one of the companies that has been affected by