a425_golfballs10

a425_golfballs10 - Golf Ball Data APS 425 - Advanced...

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Golf Ball Data APS 425 - Advanced Managerial Data Analysis (c) Prof. G. William Schwert, 2003-2010 1 APS 425 Sales of Golf Balls Instructor: G. William Schwert 585-275-2470 schwert@schwert.ssb.rochester.edu Sales of Golf Balls The Excel spreadsheet A425 golfballs10 xlsx [or the The Excel spreadsheet A425_golfballs10.xlsx [or the equivalent Eviews file, A425_ golfballs10.WF1] contains data on sales of golf balls on a monthly basis. This data file contains market shares for various brands, manufacturers, and individual golf ball types from December 1998 through September 2008.
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Golf Ball Data APS 425 - Advanced Managerial Data Analysis (c) Prof. G. William Schwert, 2003-2010 2 Technological Change During this period several new products have become available that During this period, several new products have become available that have attracted a lot of interest from golfers. The Pro V1 ball from Titleist (average price $44 per dozen) became available in December 2000 and quickly had over 10% of the golf ball market (measured in units, not revenues, so its share in terms of revenues would be even higher because it is the most expensive ball covered in these data). In March 2002, Titleist introduced the first major i t f th P V1 b ll ( ll d P V1*) I M h 2003 Titl i t variant of the Pro V1 ball (called Pro V1*). In March 2003, Titleist introduced the second major variant of the Pro V1 ball (called Pro V1x). I have merged the market shares of Pro V1* and Pro V1x. Between these three flavors of Pro V1 balls, Titleist now has over 22% of the golf ball market. Technological Change In February 1999 Nike began selling golf balls for the first time and In February 1999, Nike began selling golf balls for the first time and by July 2001 its market share has risen to 12% [Nike had no prior presence in the golf market, but did have Tiger Woods playing its ball and winning four consecutive major tournaments with it]. The average price of Nike balls is $20 per dozen. Similarly, in February 2000, Callaway began selling golf balls for the first time and its market share has risen to over 9%. Callaway is a very successful manufacturer of golf clubs, so its quality reputation in that related area and its connections with retailers probably helped it break into the golf ball market. The average price of Callaway balls is $28 per dozen.
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Golf Ball Data APS 425 - Advanced Managerial Data Analysis (c) Prof. G. William Schwert, 2003-2010 3 Technological Change
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This note was uploaded on 03/03/2010 for the course APS 425 taught by Professor Schwert during the Spring '10 term at Rochester.

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a425_golfballs10 - Golf Ball Data APS 425 - Advanced...

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