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Essay / Research Paper Abstract
This is a 3 page paper which examines the history and current status of the marketing strategy for Callaway Golf Company.
The bibliography has 3 sources.
Page Count:
3 pages (~225 words per page)
File: D0_JHCall.rtf
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Unformatted sample text from the term paper:
golf accessories. Scheduled to be included in the line of products in February 2000 are golf balls. The company has experienced profound growth from 1988 to 1997 which is
demonstrated by the sales increase of $5 million in 1988 to over $800 million by 1997. However, in 1998, sales began to decline and Callaway Golf Company experienced a
loss of $27 million. Part of the decline was the result of the relationship between Callaway Golf Company and it retailers. Another reason for the decline was the fact
that other golf club manufacturers had caught up with the advanced technology that Callaway had initiated with their manufacture of the Big Bertha driver in 1991. The concern over
this decrease in sales has led the company to re-evaluate its relationship with its retailers and to further examine its marketing strategy. HISTORICAL FACTORS FOR SUCCESS In 1985, the founder
of Callaway Golf Company, Ely Callaway pursued and eventually was able to hire Richard Helmstetter. Helmstetters background was in the manufacturer of Japanese billiard cue sticks. Helmstetter was hired
as the companys vice president and chief of new products in 1986. Helmstetter was responsible for the design, development and manufacturer of three revolutionary golf clubs. Each
of the new clubs was based on a unique club head model called S2H2 concept. The S2H2 was a club head which was shorter, straighter, and hollower and redistributed
the weight of the hosel. As a result of this new technology, Callaway introduced metal woods in 1989, a S2H2 driver in 1990, and the Big Bertha Driver in
1991. The Company continued along these lines for their new and innovative products through 1998, when competitors started to catch up with these advancements in technology. Initially, the product
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