Golf ball industry

A detailed Summary of Golf ball industry

Golf is a multi-billion dollar industry that is showing a growth in popularity due to media attention on rising young stars of the sport. Many different golf products are needed and sold to the millions of consumers who play this sport annually. Because of the large market which exist, there is strong competition between equipment makers to get their products sold. Of the equipment that is needed to play a round of golf, clubs and balls are the most essential. More notably is the fact that clubs have a longer useable life than golf balls. New golf balls may be needed every time a golfer goes to the course to play a round. This is because balls get lost or scuffed during play. The high sales turnover which exists with golf balls makes this product attractive to sports equipment producers.

The purpose of this report is to identify the major competitors of golf ball manufacturers and the size of their market share; Also, this report intends to show the current marketing programs used by these manufacturers, the profile of the golf ball market, and the current trends affecting the industry. By conducting this research, it may become apparent as to what it would take to penetrate and succeed in the go

While many different markets may exist in the golf ball industry, the leaders have found an easy and effective way to separate golfers without over looking any of them. This is done by distinguishing different golf styles and producing balls which perform best for them. Even though competition is strong in this industry, many small manufacturers account for about one third of the market share. Small manufactures find there place by making custom balls, recycling used balls, or other unique styles that cater to a specific market. Companies with a large portion of the market share have professional endorsements and spend a significant amount of money on research and design. This may show that consumers want golf balls that are claimed to be the best by the best golfers for reasons that they do not necessarily understand.

Golf ball manufacturers are producing many different types of golf balls to target golfers styles rather than their demographic profile. However, it is significant to know what the golf ball market is composed of. According to a study complied by Simmons Market Research Company, 28.3% of people who own golf balls are between the age of 35-44 and 72.3% of golf ball owners are between the ages 18 and 49(194). A large majority of golfers are white married males who work full-time and have an average income of $40,000 or more. The Mid-west is the most populated with golfers at 35.3% of the population. The magazines which are subscribed the most from golf ball owners are Parade(42.3%), Times mirror mag. Network(30.2%), TV Guide(19.9%), and USA Today Weekend addition(22.2%). The three highest viewed cable stations by golf ball owners who view cable are CNN (47.1%), ESPN(38.3%), and The Discovery Channel(32.3%). Radio is listened to by 56% of Golf ball owners between the times of 6:00 AM and 10:00AM. This information is important for those attempting to create a marketing plan for golf balls because it show how is out there and how to reach them.

Titleist is the leading manufacturer in the golf ball market. Their claim to fame is being the "golf ball of choice by PGA and LPGA club professionals"(Titleist). As seen on Figure 2, PGA tour professionals overwhelmingly used Titleist balls in the 1998 U.S. Open which is a major tournament.(Titleist). This percentage is very consistent throughout PGA tournaments all year round.

Dunlop is the final of the golf ball producers which hold a large piece of the golf ball market. Like Wilson, Dunlop is also a large competitor in the tennis industry. Dunlop produces Maxifli and Slazenger golf balls which are targeted to different types of golfers. Their marketing program is similar to the other major competitors because they focus on technology and professional endorsements, however, the

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Category: Miscellaneous