Altius Golf and The Fighter

Brand

Why has Altius Golf lost market share?

What will happen if Altius maintains
status quo?
Recession in 2008, golf market saw
downward trend
High Cost of Altius golf balls
Product innovations and effective
marketing campaigning by competitors
Altius is already losing its market share.
Maintaining the status quo it would mean
that the company might soon be obsolete.

What should Altiuss objectives be? What trade- offs it

must manage?

Focusing on low-price golf equipment

Change target market from professional
golfers to new/amateur golfers
Position the Elevate brand effectively
Trade off to be managed can include
reduction in the profit margin that Altius
keeps on its products.
Go with the trends

Should Altius implement Elevate

strategy or not ?

Yes, the reasons are as follows

Low cost equipment which will
encourage new golfers
Off-course selling
Success of Non-conformed balls
Competition