The Titleist Company - Essay Example

Over the first year, our marketing efforts for the 915-driver golf club will largely be focused on a local level through the utility of various promotions. We intend to introduce 2,000 professional golfers to our Titleist, 915 driver brands within the period and encourage their continued and consistent interest in the brand through organized local events and advertisement campaigns (Titleist Golf Clubs 2015).

SWOT Analysis

            Titleist is already a stable company compared to its competitors within this industry. Our objective is to build the 915-driver golf club in the market along with the company’s status. We are committed to ensuring that the supreme quality of the products, which is not matched by any other competing product, is made aware to the consumers. The high quality of the product is a key strength in penetrating the market (Lamb, Hair & MCdaniel 2012).

            The weakness that is likely to derail the marketing and sales effort is the new nature of the product. It is a new brand that is to be introduced in the market for the first time and it may therefore take some time to stabilize in the market.

            The opportunity exists in the market whereby the targeted professional golfers of the specified age need a quality product that would adequately meet and match their professionalism.

            The threat is in line with the flooded market and competition from several products. However, the premium product is particularly expected to easily penetrate the market and record-high sales among the identified market segments.

Marketing Mix

            We aim to establish Titleist, 915 drivers as a premium product in the market within the next three years. This will entail improving the quality of the product and setting it above the competitors’ products. The improved quality is a certain match of the needs of the target market who seek quality products for their professional golfing experience.

            Premium pricing will also be adapted to match the quality of the product. The premium pricing will further set the product higher in the market well above the competitors. Together with the high quality of the product itself, the premium price will enable us to gain a competitive edge ahead of the competitors and highly distinguish our products from theirs (Lamb, Hair & MCdaniel 2012).

            The promotion for the product will entail organizing golfing competitions, fully sponsored by the 915-driver golf club. This is aimed at significantly creating awareness of the brand and its high quality within the golfing profession. Together with the advertisement campaigns, the competition events will be majorly utilized during the introduction phase of the 915-driver golf club into the market. The other promotional channels that will be employed include online advertisements through the company’s website, social media, and various blogs (Lamb, Hair & MCdaniel 2012).

            The products will be available in all game stores in the country. They will also be availed in the major supermarkets and their branches countrywide. The company also operates an online store through which the consumers can make online orders from which direct submissions will be affected. The company has also established various wholesale and retail stores, totaling stores, across the country from which the products will be accessed.