Callaway Golf
Before talking about future strategic direction of Callaway Golf Company, I'd like to talk a little bit about the company's current business strategy. We know, almost every company's business strategy is basically to provide the best products among the competitors and to be the market leader as well as popular on that product. After retiring from the CEO, when Ely Calloway started leading the company again, he wanted to accomplish the strategy he was dreaming of, “directing the company’s resources – talent, energy and money – in an ever increasing degree toward the creation, design, production, sale and service of new and better products.” Ely also applied his philosophy to gain the success which was, “"true long-term success comes from innovative products” - which further made him to develop their product which included the Big Bertha Driver, Big Bertha irons, Big Bertha II and golf balls. After reading the case, I feel that that the company follows the porter’s differentiation strategy and this strategy also matches with Ely’s philosophy. Callaway Golf Company always differentiates goods and services to satisfy the needs of customers through a sustainable competitive advantage. This later allows this company t
Another factor might be the technological usage. From the beginning of golf history, golfers have been trying to improve their sports each and every day. They always look the better tools and swing techniques to increase their scores. Callaway Company has been working to fulfill the golfer’s dream. Like all other aspects, technology has also taken place the tools of the golfers. Realizing this truth, since 1982, Callaway Company has been trying to give the customers better tools with the help of implementing technology solutions to build a better golf driver. They offer new technology after a technology is just gets older. Example would be Big Bertha. When the BB was in the top of selling line and was out of market, they brought the players the next version of Big Bartha II or BB II. Another example would be that, the company started delivering a bundled technology solution to pro shops that combines a propriety club fitting software program with ASTER video swing analysis, both driven by an IBM laptop club computer. This system also enables golf professionals to download custom club orders to Callaway Golf directly over the Internet. This technology is providing the gulf club with the web advantage of quick, direct customer access with reduced time to delivery of custom golf clubs. o desensitize prices and focus on value that generates a comparati
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Approximate Word count = 916
Approximate Pages = 4 (250 words per page double spaced)
CUSTOMER SERVICES
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