The main objective for Golf logix is to enhance its sales by adopting a fresh approach to reaching out to consumers directly. This approach specifically targets enthusiastic and dedicated golfers, with the goal of boosting sales by 400K XCaddie units within the initial year. Possible options:
The initial choice for Golflogix involves implementing a marketing strategy solely focused on golf courses, without direct consumer involvement.
Golflogix will have the opportunity to market their product to a specific segment and maintain revenue growth, even if there is no increase in consumer demand. We think that experienced and regular golfers will find the product more attractive because it offers a way for them to enhance their game and introduces a new element to traditional golfing, which may not be embraced by all golfers. The case highlights t
...hat core and avid consumers prefer private and high-end courses, so Golflogix should focus on targeting this market.
Also, considering the operating cost, it is unlikely that low-end municipal courses would have the budget to implement a costly new system with a three-year lock-in contract. However, Golflogix does offer a free 30-day trial for a product that has its advantages and disadvantages. Due to the high setup cost of the complete system, Golflogix could potentially lose thousands of dollars from trial users and courses that do not enter into a contract.
To adapt, Golflogix must shift its target market to high-end and private courses with sufficient funds. Additionally, they need to modify their current strategy regarding the 30-day free trial.
2. Golflogix has the second option of directly targeting consumers. This can be achieve
through marketing their product in malls, sport shops, online, and other marketing campaigns. Compared to the previous option, this approach benefits from a larger target market, which is likely to lead to increased demand and quicker revenue for Golflogix in a shorter timeframe.
If the device is readily available in the market, it is probable that the product will become outdated quickly due to high exposure. Furthermore, by focusing on direct consumers, Golflogix may jeopardize their current business with courses, which is another long-term concern.
3. Golflogix can also target individual consumers by offering their product for sale through the pro shops at high-end golf courses.
The consumer has the option to lease the product and purchase it outright if they like it. This allows Golflogix to reach a wider range of sales and provides consumers with more flexibility. Additionally, Golflogix can offer incentives to courses for selling the XCaddie, generating additional revenue for them. This encourages courses to try the product and keep it long-term.
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