個案資料

Altius Golf is the clear leader in the golf ball market despite a long-term decline in the number of golfers and a drop in sales following the financial crisis. The firm has maintained its position by introducing generations of advanced, super-premium golf balls that allow their customers to emulate professional golfers. The company has been losing market share to lower-priced competitors and the CEO wants to introduce a new program called Elevate to foster the next generation of golfers. With Elevate, the firm will introduce a ball that is more forgiving and easier to drive for distance and offer it at a price 40% below the company's flagship brand. Elevate will be available through "off-course" channels such as golf specialty stores and big box retailers instead of "on-course" pro shops where the firm typically sells its products. The board of directors is divided on whether to support the decision. Students must perform a quantitative analysis of the CEO's proposal to understand the potential risks and gains before making a final recommendation.

• Product distribution
• Politics
• Social Security
• Organizational behavior
• Cross-functional management
• Market segmentation
• Finance and investing
• Public health services
• Competitive advantage
• Product lines
• Quantitative analysis
• Crisis management
• Corporate social responsibility
• Pricing strategy
• Brand management
• Financial crisis
• Boards
• Lobbying
• Decision making
• Teams