Golf Equipment Market: Manufacturers find the rough

Golf Equipment Market: Manufacturers find the rough

Code: ML-ML00019-057 | Published: Dec-2015 | Pages: 29 | MarketLine
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Golf is a sport played by millions across the world and is a pursuit that requires significant investment in equipment. However, in recent years, the golf equipment market has struggled badly. This case study analyzes the reasons for this performance and looks at how the markets major players are adapting and faring to soft conditions.

Key Findings
- Analyzes the golf equipment markets performance in recent years and its drivers.
- Looks at the strategies employed by the industrys major manufacturers
- Looks at what the future may hold and what equipment manufacturers must do to arrest the slide.

Reasons To Buy
How is the global golf equipment market performing?
What strategies do the leading equipment manufacturers adopt and how are they are faring?
What future threats and opportunities face golf equipment companies?

Table of Contents

Market in decline since 2012 following period of low growth
Traditionally strong markets most affected
Decline driven by changing playing habits
US participation stabilizing but at lower-than-peak levels
UK struggling to attract players
More core golfers needed to spur equipment sales
TaylorMade-adidas Golf causing adidas headaches
Financial performance has been very poor in recent years
Product launches too frequent
Woes continue in 2015, adidas exploring sale
Callaway Golf: Premiumization pays dividends, revenues grow
Performing well in a tough market following several years of decline
Premiumization driving revenue and profit growth
Callaway has improved brand image and Chev brand now has momentum
2015 far from disastrous but shows there is still work to do
Acushnet Company: Brand strength is king
Financial information thin on the ground but revenues grew in 2014
Strong endorsement strategy
Segmented marketing: Balls for players of all abilities
Segmented marketing: Successful for FootJoy
Using club makers names as a form of premiumization
Nike fortunes mirror those of star athlete Woods
Puma: Positioning itself as a trendy brand with mixed results
Under Armour: Now a golf apparel force to be reckoned with
The Tiger Woods Effect wanes as his career is in jeopardy
Zenith of participation coincides with Tigers peak years
Tiger puts eyes on screen and attracts sponsors
Tigers bleak future bad for golf
Manufacturers will need to adjust to potential post-Tiger era
Growing participation tough in era of instant gratification
Cost issues being addressed
Falling participation level and ill-conceived strategy hurting the golf market, but adapting to soft market conditions can work
Further Reading
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