Case 2: Altius Golf and the Fighter Brand

Presentation
Presented To
Sharul Islam
Lecturer
School of Business
Administration
Presented By
Mostofa Imran Romel 163005006
Md. Abu Sayed 163003206
Taysir Taher Chowdhury 163004106
Ismot Jahan Omi 163003806
Q-1: Why has Altius Golf lost market share? What will
happen if Altius maintain the status quo.

Aggressive Competition
Brand Image
Price Sensitive customers
Customer perception
Lack of product variety
Recession
On course, off course
Decrease number of new golfer
Higher price than competitor
Lack of enough Distribution channels
Q-1: Why has Altius Golf lost market share? What will happen if
Altius maintain the status quo.(Cont.)

If Altius maintain the status quo, they will

loose their market share.
Brand image might hamper.
Q-2: What Should Altius objectives be?? What trade offs must
it manage?

1. Focusing on the low price golf equipments

2. Mark new players through widespread
marketing of low cost and non-confirming
golf balls.
3. Reducing profit level
4. Associating environmental aspect
 Q-3.1: Should Altius implement the elevate strategy?
If so what are the risks to the brand and how can they managed?

Altius should implement the elevate strategy by

considering following reasons :
Increase in market share : as many people were not
satisfied with the high price
the medium priced elevate should lead to increase in
high sales & market share for the company.
Altius should emphasize more on the demand of its
consumers.
Q-3.2 Should they go for Market share profit margin,
brand image?

Market may have faced

power of new entrants
changing environments and
contineous changing in price
Thanks to
All