GolfLogix: Measuring the Game of Golf Essay Example

for these merchandises can be considered a barrier to come in for xCaddie proprietors.

Customers

For golf classs. the chief benefit in renting the xCaddies is an improved gait of drama. For golf players. the xCaddie is peculiarly helpful to golf players on the high-end classs that are more ambitious. Golfers tend to play different classs as they progress. However golf players that play on private classs are more likely to play on the same class and may non happen the xCaddie valuable as they become familiar with the class. Avid and nucleus golf players will be more willing to pay for the xCaddie since they play more games per twelvemonth and are eager to better their game. Hence If GolfLogix decides to come in the retail market. it should aim the avid and nucleus golf players.

This is because avid golf players buy 50 % of all golf related points with nucleus golf players organizing the largest section. If retail distribution is executable the most effectual agencies of distribution for the mark market of devouring and nucleus golf players would be golf class Pro stores golf forte and golf price reduction shops. ( exhibit 9. in instance ) These three merchants cover about 70 % of the mark market Golf forte and may hold less credibleness than golf professionals in the pro stores and would ache the xCaddie image of being a high-value forte merchandise.

A personal xCaddie proprietor would be at a disadvantage if he on a regular basis plays on GolfLogix-enabled classs that already rent xCaddies. Courses normally charge between $ 0 to $ 3 to utilize the xCaddie. The golf player would hold needlessly paid

the full monetary value of $ 300. In short the consumer would be better in renting the xCaddie than purchasing his ain. ( exhibit 2 )

Consequently even though the direct-to-user program sounds attractive we feel that GolfLogix should non follow it. It should concentrate on the rental gross by promoting classs to be mapped under a riskless test offer.

Recommenations

Target market: Golflogix can concentrate on the B2B subdivision by renting its devices to golf classs. The high-end public and private classs will be the chief mark because they have higher grosss and would be more willing to put in the GolfLogix system.

Merchandise

GolfLogix may offer classs both the Distance Only and Complete System. This would do these classs more attractive to a broad scope of golf players from novitiates to pros. The more value GolfLogix provides for the client the more we can bear down for it. Hence in the hereafter the functionality of the xCaddie could be extended to being able to upload and download functions and course-specific tips from the Internet to do it a complete golfing comrade.

Pricing

Golf classs will be offered a pick of renting sets of 40. 60 or 80 xCaddies. The more units a golf class rentals. the larger the price reduction. This construction is created to provide to both smaller and larger golf classs.

Promotion

The best type of publicity for the GolfLogix system is a free test so the golf class can see the system at no hazard to them. When a golf class marks up for the system. the class is mapped and it marks a three twelvemonth contract which can be terminated at any clip in the 30 twenty-four hours

test period.

Placement: Two distribution channels to the golf classs: The first is via distributers in every state/zone who use their web of contacts to run into with golf class proprietors and promote them to seek the system at no hazard. The 2nd is via the Internet where the golf class can happen out more about the benefits and advantages of being “GolfLogix-enabled” .

Mentions

1. Gourville. John T. . and Youngme Moon. “Managing Price Expectations through Product Overlap. ” Journal of Retailing 80. no. 1 ( January 2004 ) : 23-34.
2. Gourville. John T. . and Professor Jerry N. Conover. “GolfLogix: Measuring the Game of Golf. ” Harvard Business School Case 503-004.
3. Gourville. John T. “GolfLogix: Measuring the Game of Golf ( TN ) . ” Harvard Business School Teaching Note 503-099.