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Altius Golf And The Fighter Brand

1465 words - 6 pages

Altius Golf and the Fighter Brand

1. Why has Altius Golf lost market share? What will happen if Altius maintains the status quo?

Debido al reciente periodo de recesión, los consumidores de equipos de golf han disminuido sus gastos en las pelotas de golf y esta tendencia ha afectado gravemente la industria, de igual forma ha disminuido el número de jugadores profesionales. Las pelotas Altius son caras en comparación a las de la competencia y los nuevos jugadores no están dispuestos a gastar en equipos costosos. Los requisitos reglamentarios de la USGA son muy estrictos en cuanto a tamaño, forma y material de las pelotas, lo que puede afectar el renombre de Altius por no adherirse a ...view middle of the document...

What is Altius´s and its competitors´ 2012 revenue and gross profit?

Considerando las ventas de 483 millones de dólares, podemos dividir los ingresos del año 2012 de la siguiente manera:

Empresa | Ingresos (millones de doláres) |
Altius | 266.61 |
Primiera | 72.45 |
Bantman | 55.02 |
Carlsbad | 38.15 |
Carnoustie | 19.83 |
Davis | 14.97 |
Sarazen | 4.83 |
Other | 11.11 |

Los márgenes de contribución quedaron de la siguiente manera:

| Altius | Primiera | Bantman | Carlsbad | Carnoustie | Davis | Sarazen | Other | |
U.S. Retail dolar sales | 55.2% | 15% | 11.4% | 7.9% | 4.1% | 3.1% | 1% | 2.3% | |
Retail sales (483 M) | 266.6 | 72.5 | 55.02 | 38.15 | 19.83 | 14.97 | 4.83 | 11.11 | |
Retail percentage | 15% | 20% | 20% | 20% | 20% | 20% | 20% | 20% | |
Retail margin | 226.61 | 58 | 44.05 | 30.52 | 15.86 | 11.98 | 3.84 | 8.89 | |
Manufacturer Margin | 70% | 57.5% | 57.5% | 57.5% | 57.5% | 57.5% | 57.5% | 57.5% | |
Gross profit | 158.6 | 33.35 | 20.92 | 17.55 | 9.13 | 6.89 | 2.22 | 5.11 | |

b. What is the value of a point of market share for Altius?
En el 2012, para el canal “On Course” Altius cuenta con el 67.5% del mercado, con una reducción del 1.5% en los últimos 3 años.
Para el canal “off course” cuenta con el 45.5%, en este apartado es donde se ve más marcada la disminución con un 5.2% en los últimos 3 años.

c. What are the implications for Elevate, considering its unit contribution and gross margins compared to Victor TX and Victor?
Elevate propone una incursión al Mercado con un precio de 27 dólares y un margen de contribución al distribuidor detallista del 20%, por el encima del usual 15% que maneja.
Considerando el buen posicionamiento que tiene la marca en niveles “on cousre” a pesar de la perdida de mercado en los últimos años, podría utilizar esto para apalancarse y entrar a recuperar mercado “off course”. Así mismo vemos que en encuestas el precio es determinante en la decisión de compra final de los consumidores, también mencionaron estar dispuestos a probar bolas no conforme a las normas USGA, las cuales incluye la marca Elevate.

4. Should Altius implement the Elevate strategy?

a. If so, what are the risks to the brand and how can they be managed? What sales result would you expect for each item in the line if Elevate is introduced?
La línea Victor TX está enfocada al segmento de mercado profesional y Altius Golf ha invertido fuertemente en fortalecer esta marca con el éxito que los jugadores de alto nivel han demostrado; sin embargo las investigaciones de mercado arrojan información que indica que las tendencias han cambiado hacia un enfoque más económico. Por esto se visualiza el decremento en la participación de mercado de Altius Golf frente a crecimientos por parte de sus competidores.
La línea Elevate atiende a este cambio en las tendencias. Al enfocar esfuerzos en equipo/línea de menor costo y precio para el cliente final e...

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