Case: Altius Golf

Case Questions:
1. Why has Altius Golf lost the market share? What will happen if Altius maintains the
status quo?
2. Analyze the economics of Altius’s overall golf ball business compared to its
competitors and for the proposed Altius product lines. What are the implications of
this for the advisability of introducing Elevate?
3. Should Altius implement the Elevate strategy? Justify your response.