Callaway Golf Company is a manufacturer and seller of golf equipment. Founded in 1982, the company produces drivers, irons, putters, golf balls, and accessories under brands such as Callaway, Ben Hogan, Odyssey, and Top-Flite. Callaway holds the number one market share position for woods, irons, and putters in both the US and UK. The company aims to create technology-enhanced golf equipment to help golfers of all skill levels enjoy the game.

2. Group members:

3. Callaway Golf Company.

5. George Fellows President, Chief Executive Officer and Director.

6. 1981 Ely Callaway sells wine vineyard for 14 million dollars 83’ Ely renames the company Callaway Hickory Stick USA 85’ Company moves to Carlsbad. 88’ Company renames its self Callaway Golf Company. 89’ Introduce traditional sized steel clubs. History of Callaway Golf

7. 95’ Callaway becomes number one manufacturer of sales in woods and irons 96’ Callaway becomes worlds largest manufacturer of clubs 97’ Callaway acquires Odyssey Sports 02’ Callaway lunches HX Golf Balls. History of Callaway Golf

8. Vision Statement One good shot is not enough.

9. Mission statement: . At Callaway golf, we make golf equipment, for players world wide, who think that hitting just one great shot is not enough. We believe technology is powerful tool for creating user friendly equipment that can help golfers of all styles and skill levels enjoy the game and may be a few more great shots along the way.

10. Competitive Analysis. Callaway Golf (ELY) operates in the Sporting and Athletics Goods Manufacturing Industry Segment (NAICS Code 339920). ELY’s operations are split into five primary segments: drivers, irons, putters, golf balls and accessories. 1. Products in the drivers category include drivers, fairway woods sold under the Callaway Golf, Ben Hogan and Top-Flite brand names. 19.5% share domestically and a 21.0% share in the U.K.

11. 2. Products in the irons category include irons and wedges sold under the Callaway Golf, Ben Hogan and Top-Flite brand names. Holds the number one position in the iron market, with a 25.6% share domestically and a 24.6% share in the U.K. 3. Products in the putters category include putters sold under the Odyssey, Callaway Golf, Ben Hogan and Top-Flite brand names. with a 38.5% share domestically and a 37.4% share in the UK.

12. 4. Products in the golf ball category include balls sold under the Callaway Golf and Top-Flite brand names. with a 12.2% share domestically and a 13.5% share in the U.K. 5. Products in the accessories category include golf bags, footwear, gloves, headwear, towels, umbrellas and other accessories.

13. Internal Analysis: Financial Ratios Total Working Capital: $ 236592 Current Ra Total Working Capital. T.C.A-T.C.L 490003-253411 $ 236592 Current Ratio. T.C.A/T.C.L 490003/253411 $ 1.93 Quick Ratio. T.C.A-INVENTORY/T.C.L 490003-257191/253411 $ 0.92 Profitability Ratio.(ROI) N.P.T/T.A 66176/855338*100 7.74% Debts Ratio. Total debt/total assets 21559/855338 $ 0.025 R.O.E Ratio N.P .T/S.H.E*100 66176/578155*100 11.45%

14. Organization Chart – Callaway Golf Company George Fellow CEO & Director Jeffrey M. Colton Alan Hocknell Bradley J. Holiday Joseph Urzetta Ronald S. Beard Plant Manager S. Thornley Manager Tour Relations Controller Manager — S.D F. Lundgren Vice-President R&D Vice-President HR Christopher O. Carroll — Vice-President U.S Chief Financial Officer

15. Strengths: 1. Financial ratios. 2. Strong management team. 3. Profit margin of 50%, low cost production. 4. Diverse product line (width). 5. Technology and innovative skills. 6. Net working capital( 2.8% increase) .

16. Weaknesses: 1. Customer Service. 2. Production process, golf ball company. 3. Employment contracts. 4. Distribution. 5. Only view specified suppliers. 6. Only production facility in USA. 7. Marketing.

18. Callaway’s products:

20. External Analysis: Major Competitors of Callaway Golf Co. 1. Nikon Corp. 2. Thor Industries Inc. 3. Polaris Industries Inc. 4. Pool Corp. 5. Amer Sports Corp. 6. Eastman Kodak Co 7. Brunswick Corporation. 8. Drew Industries Inc 9. Zumiez Inc . 10. Winnebago Industries, Inc .

21. Threats: 1. Price decline in golf club equipment 1.3%. 2. Mergers make former competitors stronger. 3. Competitors. 4. Short production life-cycle. 5. Weather conditions.

22. Opportunities: 1. Market in Europe expected to grow by 3-3.5%. 2. 35% -43% Cheaper Labor in Eastern Europe and Asia. 3. Euro-Zone, no currency fluctuations. 4. Attitude towards leisure time. 5. Internet as distribution channel. 6. High school sport, 2.8 mill Juniors, 2-3% increase.

23. SWOT Matrix: S-O Strategies: Expand production into Eastern Europe. 2. Open selected Callaway shops around the world. W-O Strategies: Start Callaway Online shop. Callaway Golf Camps.

24. S-T Strategies: Improve Production. Acquire competitors like Nikon. W-T Strategies: Move Marketing Channels. 2. Select personalities for endorsements. Buy golf ball manufacturer. Backward integration.

25. Recommendations. 1. It is recommended that the Callaway Golf company should launch it’s products outside the United State. 2. Callaway Golf should enhance it’s R & D. 3. It should enhance it’s advertisement campaign.

26. 4. Callaway Golf Company should keep aware himself about the fast changing external environment it is possible only with the improved and fast communication within the organization and outside the organization as well and keep concentration on the operation of competitor

28. A N Y Q U E S TI O N…? ? ?