What should Altius’s objectives be? What trade- off’s must it manage? With Altius staying just focussing with the manufacturing top of the line golf balls, their business would only continue to drop. Fortunately the brand value of Altuis was recognised and respected very much by many top notch golfers of the country, but this does not mean that they had a lot of profits. Focusing on the low price golf equipments, such as Elevate golf ball and changing the marketing strategy from targeting proficient golf equipments to low cost golf equipments and more fun oriented golf equipment for new golf players will enhance the profitability of Altius. This is because golf industry is vitalizing by the efforts of USGA, through the encouragement of new golf players to play golf with relaxed rules. Therefore, it is a good time to mark new players through widespread marketing of low cost and non-confirming golf balls, which enables new golf players to hit the ball perfectly. The new golf ball “Elevate” being sold below the 40% of its premium Victor TX brand, enables Altius Golf to capture a new generation of golf players.
Other competitors were becoming very competitive; they were providing the best service to elite players and also were reaching the casual players with cheaper products, hence reaching more golfers than Altius. Maintaining the current strategy will make Atius obsolete pretty soon. In a business, trade off’s are quite common. You tend to be having a core competency at one aspect but not all, this does not mean you stick to the former. Hence Altius must enter the not so costly markets. This might mean that the 70% profits have to reduce by at least 10% and utilised in trade offs. This 10 % has to be used to reach the broader recreational market. Altius can very well get back to producing and being the producer of top quality balls. But on the long run they should create an impression which made them look concerned for the game as well as increasing, motivating players. Altius Golf’s balls are expensive as compared to competitor’s golf balls and new golf players are not willing to spend more on expensive golf equipments.
Also there could be a possibility of creating a group for searching lost balls which were costlier when sold , repairing them and selling them as a low cost but high quality balls for the casual golfers. They could market this by bringing up the environmental aspects involved while using the materials used for making the balls. Altius Golf’s competitors are moving with the industry trends and are trying to offer balls and other golf equipments which are easy to use and helps new golf users to hit the shot as they require, while Altius Golf is still offering equipments which are for professionals, although golf professionals value the equipments of Altius but the industry trend shows that recent recession period has decreased the number of professional golf players and new golf players are being encouraged to play golf.