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- General Management
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Altius Golf and the Fighter Brand
內容大綱
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.
涵蓋主題
- 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