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The Sporting and Athletic Goods Manufacturing Industry, NAICS code 339920 is aptly comprised of establishments primarily engaged in manufacturing sporting and athletic goods, excluding apparel and footwear. This marketing analysis will be concerned with Titleist-branded golf balls. Titleist is one of the five holdings within the golf portfolio of Fortune Brands, Inc. Fortune Brands is a holdings company with operating companies engaged in the manufacture, production and sale of Home and Hardware products, Spirits and Wine, and Golf products. Fortune Brands manufactures its golf products through its subsidiary Acushnet Company, which makes golf balls, clubs, shoes, gloves, bags, apparel, and accessories (refer to Figure 1a).