To analyse and evaluate CGC’s current situation, problems and opportunities, this study will firstly scrutinize the financial standing of the firm, and then summarise several strategy models used in the examination of a company’s position.

A snapshot of CGC’s financial history (1993-1999) has been provided and is shown in Appendix A, in the form of Income Statements and Balance Sheet. A summary of the key financial ratios is then presented in Appendix B. Together, these documents show that the strong financial position CGC earned in the mid-1990’s has somewhat been eroded in 1998 & 1999. At the bottom of Appendix B are the most

Callaway Golf Company is facing an increasingly congested, competitive market. They have recorded two years of decreased sales and these have come with increased expenses. They still maintain a lead in market share, but each year sees the gap narrowed. Their competitive advantages in the golf equipment industry have been reduced and in this ‘unattractive’ market, there are certainly some worrying signs.

Some topics in this essay:
Competitive Advantages, R&D Product, R&D COGS, Golf Company, CGC’s R&D, BB Steelhead, Share Profitability, Presently CGC, Golf Ball, COGS SG&A, market share, competitive advantages, golf ball, callaway golf, golf equipment, • cgc, customer service, resource requirements, golf equipment industry, equipment industry,  resource requirements, market share •,  market share, increase r&d, callaway golf ball,