Dokumen tersebut memberikan ringkasan sejarah dan perkembangan industri peralatan golf serta analisis lingkungan eksternal dan internal industri peralatan golf. Termasuk analisis Porter 5 Forces dan SWOT untuk industri ini. Memberikan rekomendasi strategi untuk produsen utama peralatan golf.

1. COMPETITION IN THE GOLF EQUIPMENT INDUSTRY IN 2008 KELOMPOK 4: Yudha Arisanto NIM. E090261017 Juliana do Rego NIM. E090271009 Thomas Yulianto NIM. E090271015 Wiedy Giribaldi NIM. E090271017 Wahyu NIM. E080231016 Yosef Prihanto NIM. E090271018

4. Kondisi Lingkungan Eksternal Kategori Kondisi Ancaman/ peluang Politik & legal Peraturan USGA dan R&A tentang golf equipment Banyaknya produk palsu dipasaran Ancaman Ancaman Ekonomi Krisis Ekonomi tahun 2008 Meningkatnya pendapatan di negara BRIC Ancaman Peluang Sosial kulutural& demografi Kesehatan/ gaya hidup Kepedulian terhadap lingkungan Multirasial bintang golf Tiger Woods Penambahan jumlah pegolf perempuan & yunior Peluang Ancaman&peluang Peluang Peluang Teknologi Teknologi membantu untuk menyesuaikan kebutuhan pelanggan Logam baru/ campuran untuk lebih besar, dan lebih ringan Peluang Peluang

5. IDENTIFY INDUSTRY’S DOMINANT ECONOMIC FEATURES Gambaran ekonomi Keterangan Market size dan growth rate 22,7 juta di US, 2 juta di Eropa, 17 juta di Asia (data 2007). Number of golfers in America has declined 17% since peak in 1998 (from 27.5 to 22.7 million) Number of rivals High end manufacture (Callaway, taylor made, Titleist,Ping). Low end manufacture (Nike, etc). Counterfait maufacture. Number of buyers 1/3 of golfers, about 7.5 million in US, considered “Core” and account for 91% of rounds played and 87% of equipment sales Degree of product differentiation Drivers, Irons, Wedges, Putters, apparel, shoes, golf balls, golf bags Product Innovation The size of the driver increased to reduce the adverse effect of off-center hits Wedges were given more defined grooves to help improve accuracy on approach shots Balls were designed to provide greater distance Demand – supply conditions Demand fairly flat Distibution channel Three main distribution : pro shops, discounters or sport stores and online retailers.

9. Porter’s Five Forces

19. Industry Key Success Factors Product : Be all things for all golfers. All major brands offer a spectrum of products to match a golfers level, recreational to pro. Price: Matched to level of product. Comparable across industry. Nike allows retailers to sell with low price Endorsements: Significant source of differentiation and brand recognition. Innovation: With the major brands having met the regulated limits, innovation is focused on increased launch angles and adjustable features. No significant innovations because of the regulations. Major brands are choosing to not go beyond the regulation specs. Operational: Key production activities are often contracted offshore. Major brands may just be an assembler.

20. Competitor Environment Analysis Competitor Strengths Weakness Callaway Product performance/ quality Technological innovation Market share Brand image Endorsement Taylor made Technological innovation Outsourcing production to Asia suppliers Titleist/ Cobra Product performance/ quality Endorsement Low market share in other segmnet than gold balls Ping Product performance/ quality Customm fitting Market share Brand image Lack of variety of product line Nike Endorsement Financial position Product performance/ quality Technological innovation Market share

21. STRATEGY OF MAJOR GOLF BRANDS Product Price Endorsements Innovation Callaway Diverse Drivers : 4 lines incl. Big Bertha Putters : Odyssey and premium black series Irons : X series (high end), Bertha, Hogan, Top Flite (low end) Other: Fairway woods, hybrids, footwear, balls Diverse Well defined price ranges on driver, putter, iron lines. Tight price ranges on fairway woods and hybrids Low 12 Staff Pros 7 Contract Pros Medium Two Ball putter Perimeter weighted irons, prepositioned weights on drivers, interchangeable shafts Slow to react to changes in regulation and consumer preference (driver size and hybrids) Fortune (Titleist/ Cobra) Diverse but focused Focus on Balls and Footjoy apparel . Drivers, Woods, Hybrids, Irons: Titleist line for pros and highly skilled rec. Cobra for rec and game improvement. Putters: Cameron (high end) and Cobra Diverse, well-defined High vs. low end Balls : Pro VI to Pinnacle (value brand) Clubs : Titlest, Volkey, Cameron vs. Cobra High 100 PGA pros to use V1 ball Medium Push limits of USGA regulations with Cobra L4V brand Perimeter weighted irons

25. Thank you