Altius Golf and the Fighter Brand - 마케팅 케이스 분석
- 최초 등록일
- 2022.06.17
- 최종 저작일
- 2019.11
- 5페이지/
MS 워드
- 가격 2,500원
소개글
"Altius Golf and the Fighter Brand - 마케팅 케이스 분석"에 대한 내용입니다.
목차
1. [Situation Analysis] Why has Altius Golf lost market share?
2. [Profit Analysis] Calculate unit margins and gross margins (%) of three golf ball lines in Altius.
3. [Marketing Mix Evaluation]
1) Evaluate the proposed Elevate program. What are the pros and cons of the Elevate program?
2) What would be the alternative of the Elevate program? Any other option instead of launching Elevate?
3) [Final Recommendation] Which strategy would you recommend to Altius?
본문내용
1. [Situation Analysis] Why has Altius Golf lost market share?
After the global recession of 2008-2010, consumers have cut down on unnecessary purchases, including golf equipment. Interest in the sport of golf has declined in general; not only has the influx of new golfers decreased, but also the existing players have become less serious and more price-sensitive. In addition, consumer studies revealed that high price, lack of time, and sport difficulty are the most significant reasons for not playing golf.
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