Callaway Golf
Callaway Golf Company
Executive Summary
Established in 1982, Callaway Golf Company is a leader in the golf equipment industry, creating some of the most technologically advanced golf clubs in the business. In less than a decade, Callaway’s sales went from $5 million in 1988 to well over $800 million in 1997. The main man behind the success of Callaway Golf Company is Ely Callaway, founder, chairman and chief executive officer. Over the course of the company history, other leaders in the company included Richard Helmstetter, who had previously been a successful manufacturer of Japanese billiard cues and joined Callaway. In 1996, the company hired Don Dye. Between 1996 and 1998, when Ely Callaway reassumed the role of CEO, the Callaway Company introduced a series of new products including the Biggest Big Bertha Titanium Driver and the Great Big Bertha Tungsten Titanium Irons.
With the average golfer serving as Callaway’s target market, Callaway virtually revolutionized the game of golf the world over with the introduction of Big Bertha in 1991. While Callaway’s target market is the average golfer, it didn’t hurt that professional golfers were also using their clubs. For a golfer who uses a Big Bertha is like having a driver on steroids, leaving the golfer without a Big Bertha at a distinct competitive disadvantage. Selling clubs at a premium, Callaway provides the market with high performance clubs that are proven to deliver skill forgiveness, thus enriching the overall golfing experience.
However, today is a new day. Callaway is no longer the only game in town when it comes to manufacturing highly quality, technologically advanced clubs. The competition has caught up to them and now Callaway needs to respond to the ever growing pressures born in a highly competitive industry. They must seek new opportunities and capitalize on their strengths if they are to remain one of the leaders in the field.
Key Business Issues
There are two
Executive Summary
Established in 1982, Callaway Golf Company is a leader in the golf equipment industry, creating some of the most technologically advanced golf clubs in the business. In less than a decade, Callaway’s sales went from $5 million in 1988 to well over $800 million in 1997. The main man behind the success of Callaway Golf Company is Ely Callaway, founder, chairman and chief executive officer. Over the course of the company history, other leaders in the company included Richard Helmstetter, who had previously been a successful manufacturer of Japanese billiard cues and joined Callaway. In 1996, the company hired Don Dye. Between 1996 and 1998, when Ely Callaway reassumed the role of CEO, the Callaway Company introduced a series of new products including the Biggest Big Bertha Titanium Driver and the Great Big Bertha Tungsten Titanium Irons.
With the average golfer serving as Callaway’s target market, Callaway virtually revolutionized the game of golf the world over with the introduction of Big Bertha in 1991. While Callaway’s target market is the average golfer, it didn’t hurt that professional golfers were also using their clubs. For a golfer who uses a Big Bertha is like having a driver on steroids, leaving the golfer without a Big Bertha at a distinct competitive disadvantage. Selling clubs at a premium, Callaway provides the market with high performance clubs that are proven to deliver skill forgiveness, thus enriching the overall golfing experience.
However, today is a new day. Callaway is no longer the only game in town when it comes to manufacturing highly quality, technologically advanced clubs. The competition has caught up to them and now Callaway needs to respond to the ever growing pressures born in a highly competitive industry. They must seek new opportunities and capitalize on their strengths if they are to remain one of the leaders in the field.
Key Business Issues
There are two