【案例名称】Callaway Golf Company

【作者】Rajiv Lal, Edith D. Prescott  

【页数】23

【格式】PDF

【语言】英语

【出版日期】2000年8月11日

【修订日期】2005年9月26日

【学科】市场营销 (Marketing)

【案例编号】501019-PDF-ENG

【来源】HBS Premier Case Collection

【网页】http://cb.hbsp.harvard.edu/cb/product/501019-PDF-ENG

【简介】

Describes a situation faced by Mr. Ely Callaway, the 80-year-old founder, chairman, and CEO of Callaway Golf Co., in the fall of 1999. After a decade of stunning success with the marketing concept, Callaway suffered a significant loss and witnessed a steep decline in sales in 1998. Mr. Callaway had built a $800 million business by making a truly more satisfying product for the average golfer, making it pleasingly different from the competition and communicating the benefits to the consumer. The results in 1998 forced Mr. Callaway to reconsider the marketing program that had successfully supported the product until now.

【学习目标】

For use in the first year marketing course. Taught in the Sustaining Value Module which focuses on how the marketing programs need to change as the product evolves over its life cycle.

【涉及课题】

Consumer marketing; Marketing channels; Marketing mix; Marketing strategy

【背景】

    * Geographic: California
    * Industry: Golf
    * Company Revenue: $800 million revenues
    * Event Year Begin: 1999
    * Event Year End: 1999

【下载】

http://www.mbabbs.com/thread-1538-1-1.html