Callaway Case - Callaway Case MBA 8145 Situation: Rebecca...

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Callaway Case – MBA 8145 Rebecca Halloran Situation: After a stellar run from 1991 to 1998, Callaway Golf’s sales started to slow down. Though they had revolutionized the golf industry, the industry distribution was changing as were the tastes of the customer. Several factors contributed to the premium product market slow down: product saturation, economic down turn in Asia, lack of clear information on the quality differences in the crowded product market. Competition was strong; retail distribution was changing, also becoming more crowded. Decision: What products should be developed and how should CGC deal with the changes in the retail structure? Alternatives: 1. Do nothing, keep the mix as it is 2. Pare down the product lines to basic essentials and introduce one new product every other quarter to maintain technological edge and reputation for innovation 3. 4.
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This note was uploaded on 02/25/2010 for the course MRK Marke_202 taught by Professor Harpalrajesh during the Spring '10 term at Punjab Engineering College.

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Callaway Case - Callaway Case MBA 8145 Situation: Rebecca...

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