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Calloway Golf Co Situation Analysis Situation Analysis To measure ourselves we must first identify our major competitors and how we match up to them Our major competitors include Titielst Fortune Brands Top Flite Spalding Taylor Made and Ping Karsten A complete list of competitors is attached in Appendix A I viewed our self against these competitors in terms of strategic performance indicators including total sales profit margin market share and growth CallowayTitielstTop FliteTaylor MadePing Net Sales mil71458553943084150 Sales Growth263782111 Profit Margin422474038746 Market Share255305141153 Estimating Total Market At 28 bill As the table indicates we are the second largest firm in the industry behind Titielst This information is somewhat misleading in that Titielst has a much wider product line and we do not directly compete in some areas such as golf balls as of yet and other accessories The table also indicates that along with Titielst we control over 50 of the entire market We are currently well positioned as a leader in the industry Though our growth is somewhat low the entire industry growth rate slowed down and most competitors growth slumped Internal Strengths We have numerous strengths dealing in this high velocity golf industry Due to the rapid rate of golf club design we have a distinctive competitive advantage in our Research and Development department In 1998 we invested 303 million into our RD whereas Titielst invested only 255 million We have also implemented computer-aided design computer aided manufacturing and in-house manufacturing capabilities to decrease the time from idea to prototype These strengths have given us the ability to constantly be the first to market with innovative products Though it is not possible to give concrete information on the increased demand due to advertising we have spent 624 mil on an advertising campaign This is nearly 20 mil more
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