Free Essay

Altius Golf

In: Business and Management

Submitted By mariasnsantos
Words 1140
Pages 5
Altius Golf
1.
A principal razão que levou a Altius Golf a perder quota de mercado foi a recessão económica global vivida entre 2008 e 2010. Esta recessão levou ao abandono de certos hábitos de consumo que outrora os consumidores tinham. Foram vários os mercados em que isto se sentiu uma vez que esta recessão os atacou como um todo levando consequentemente a uma perda de poder de compra por parte de muitas pessoas. Os consumidores ficaram assim mais sensíveis aos preços dos produtos no geral praticados, especialmente pelos preços que a prática de golfe tem que são muito elevados.
A Altius era uma das empresas que praticava preços mais elevados na produção de bolas de golf. O número de novos praticantes de golf diminui, e os que já praticavam golf de forma mais séria tornaram.se mais sensíveis ao preço. Isto levou outros concorrentes da Altius a redirecionar o seu target e a praticar uma nova estratégia. As empresas quiseram assim conquistar uma nova geração de praticantes de golf, onde esta prática fosse mais acessível a todos, fácil e divertida. Implementaram uma nova estratégia direcionada para novos e “recreational golfers” com duas campanhas: Primiera – “Play your way challenge” e a Meridian – “non-conforming balls”. Com as novas estratégias adoptadas pelas empresas concorrentes a Altius perdeu mais quota de mercado, pois estas conseguiram satisfazer as necessidades deste novo segmento. Dada esta ameaça por parte dos seus concorrentes, a Altius teve de surgir com uma nova estratégia. Surgiu assim um novo produto direcionado a este mesmo segmento “new, casual and recreational golfers” - o Altius Elevate.
Se a Altius tivesse mantido o status quo, por um lado perderia vários clientes leais, visto que estes envelheceriam e deixariam de praticar golf, e por outro lado porque não iria conquistar novos clientes que eventualmente se tornariam também eles leais à marca.

2.
A Altius deveria tentar chegar a vários segmentos. Desde os golfistas profissionais a crianças e idosos. Deveria ter estratégias direcionadas para cada um destes segmentos usufruindo de todo o potencial e prestigio que a marca tem no mercado. O objetivo principal seria “A Altius tem uma resposta para todos os consumidores adaptando-se às suas habilidades e capacidade financeira”, e para tal teria de adaptar a sua estratégia de comunicação para isso mesmo.
Mesmo sabendo dos elevados custos, a Altius deveria fazer alguns investimentos, tanto em comunicação como em marketing, para melhorar o seu negócio no geral. A Altius terá de implementar campanhas dirigidas a cada um dos segmentos que quer alcançar. Se estas foram bem-sucedidas e tocarem nos pontos fundamentais de sensibilização dos consumidores, os retornos serão positivos e a quota de mercado aumentada, o que levará ao crescimento da empresa e ao aumento dos lucros.
A aposta da Altius deveria ser focada numa estratégia de aproximação ao consumidor. A Altius deveria estar disposta a ter menos margem no Elevate (e noutros produtos parecidos) uma vez que chegarão, muito possivelmente, a um largo número de consumidores mais sensíveis aos preços, e que associarão a marca e prestigio já conquistada pela Altius aos seus produtos premium. Deverá também implementar uma estratégia que tenha como objetivo criar o gosto pelo golf aos seus clientes, de maneira a que estes sintam a necessidade de procurar melhores bolas, com outras características e encararem este desporto de forma mais séria e mais competitiva. Esta estratégia vai passar por um investimento em técnicos especializados em golfe que terão como missão atrair novos e “recreational golfers”.

3.
A Altius viu a sua quota de mercado em vendas por unidade diminuir de 48.1% para 45.2% entre 2008 e 2012. Por outro lado, a Primiera aumentou a quota de mercado de 14.2% para 18.4%. Estas variações deveram-se provavelmente à nova estratégia implementada pela Primiera em 2008 “Play your way challenge”. Esta estratégia tinha como objetivo principal satisfazer as necessidades de uma nova geração de jogadores de golf que são mais sensíveis aos preços e que encaram o golf de uma forma não tão séria. Foi esta mudança que fez com que a Primiera se destacasse, uma vez que foi de acordo ao que os consumidores precisavam e a Altius não. Também a Bantam viu a sua quota de mercado reduzida (embora pouco), em 2008 tinha 11.6% enquanto que em 2012 tinha 11.2%.
É possível verificar que a market share da Altius é bastante superior face à dos seus cocorrentes. A Altius tem 55.2% de market share enquanto que a Primiera tem 15% e a Bantam 11.4%. Ter uma market share elevada não quer dizer por si só que a empresa tem os maiores lucros. Se uma empresa for eficiente em termos de custos e menor market share pode ter lucros mais elevados do que outra com elevada market share e pouco eficiente em termos de custos. O que verificamos aqui é que isso não acontece com a Altius. Esta tem maior market share e lucros superiores. A margem bruta é de 70% e a dos seus concorrentes é 55% e 60%. Esta margem bruta deve-se aos elevados preços praticados, ao facto de a empresa beneficiar de economias de escala e porque a margem de retalho é mais baixa quando comparada com os restantes concorrentes (15% e 20% respectivamente).
No que diz respeito às linhas de produtos propostos, vão ser disponibilizadas 2 versões da linha premium (Victor Tx), duas versões da linha mid-range (Victor) e por fim, quatro versões da linha de valor (Elevate). No Elevate, a Altius vai inserir no mercado os novos produtos com os mesmos preços praticados pelos concorrentes ($27). A Altius vai usar as mesmas embalagens que utiliza para as bolas Premium nas bolas Elevate, de forma a manter o prestígio da marca.
Para que seja uma boa estratégia introduzir as bolas Elevate no mercado, o valor unitário (pack 12 bolas) investido na comunicação, marketing e vendas tem de ser inferior à margem obtida por cada pack vendido. O valor unitário terá de ser $13.85.

4.
Sim, a Altius deve implementar a estratégia da Elevate.
Com a implementação da bola Elevate, a Altius deve se focar principalmente nas bolas low cost para ganhar uma quota de mercado num mercado em crescimento. Analisando as alternativas é possível concluir que a Altius pode aumentar a quota de mercado diminuindo o preço de retalho e focando-se em aumentar o número de unidades vendidas para manter os lucros. No entanto, um aumento do número de bolas low cost vendidas vai depender das campanhas de marketing e no prestígio das bolas low price assim como na qualidade dos equipamentos entre os novos jogadores de golf.
A Altius deverá, através de campanhas de marketing diferenciadas, mostrar aos seus consumidores que, embora os preços da Elevate sejam menores relativamente à Victor TX as bolas Premium não diminuíram de qualidade.…...

Similar Documents

Premium Essay

Golf Patric

...Golf Participation in America, 2010-2020 B Y J O S E P H F. B E D I T Z , P H . D . A N D J A M E S R . K A S S NATIONAL GOLF FOUNDATION Introduction RECENT DECLINES IN THE NUMBER of golfers and golf Figure 1: Golfer Participation - year by year 35 30 25 Golfers (mm) 20 15 10 5 0 86 87 88 89 90 91 92 93 94 95 96 97 98 99 00 01 02 03 04 05 06 07 08 09 courses, coupled with a reduction in golf consumer spending, have many in the industry asking: “Where is the game headed?” And when we think of the game, we correctly think about amateurs, the people who play the game. NGF’s founder, Herb Graffis, said that it is these amateurs “from whom all blessings flow.” What Herb meant was that without the amateur golfer, there would be no business of golf, no tournament golf, no golf media … no golf! We have been told that American consumer spending accounts for 70% of the nation’s gross national product, or GNP. Well, it’s safe to say that American golfer spending accounts for 100% of the golf industry’s GNP. So to understand where the game and business of golf is headed, we need to understand where the number of amateur golfers is headed. From the mid 1980s to the turn of the century, the number of golfers grew by about 50% – from 20 million to 30 million golfers. That is very substantial growth – a compound annual growth rate of around 3%. But since the year 2000, the number of golfers plateaued and has been slowly declining, raising concerns about the future. Figure 2......

Words: 2537 - Pages: 11

Premium Essay

Golf Essay

...Mac Koorbusch Sophomore year I was in a bubble [AW1]  with a couple of my teammates between the Junior Varsity golf team and the Varsity golf team.  Of course I wanted to be on Varsity so giving the last day of tryouts my all was my only option. While standing on the 9th tee box looking down the fairway I knew I was down a stroke.  The cutline is 42 and I was going to shoot a 43 if I pared the hole making me need to birdie this hole.  I told myself “Your going to birdie” multiple times to boost my confidence.  I started off with a duck hook drive leaving myself with a 230 yard shot to the front of the green where the pin was.  I needed to leave myself with at least an opportunity to get a birdie so hitting a ball at least around the green was ideal.  Standing 230 yards away I bent my knees and swung at the ball[AW2] .  It looked good it really did but then it started turning to the right.  The ball soared in the air and landed in front of the green leaving me with a bunker shot to get this birdie.  I told myself that I was going to make it multiple times during my walk to the ball.  I knew how much I practiced during the off-season to be on varsity and so this was a shot to accomplish everything I wanted[AW3] .  As I approached my ball I noticed that I was going to need to hit it high and with a lot of spin.  This is a hard shot to do but I knew it was my time to shine.  I set myself up.  I looked at the pin then my ball.  Then the pin and the ball again.  I brought my......

Words: 488 - Pages: 2

Premium Essay

Golf

...GOLF        One dictionary defines golf as; A game played on a large outdoor course with a series of 9 or 18 holes spaced far apart - the object being to propel a small, hard ball with the use of various clubs into each hole with as few strokes as possible. Golf is so much more than that to those of us who play it.  It is loved and hated with equal amounts of ardor. Harold Segall once said, Golf is not just an exercise; it's an adventure, a romance... a Shakespearean play in which disaster and comedy are intertwined. Another anonymous author said, Golf can best be defined as an endless series of tragedies obscured by the occasional miracle.  For me, golf is an avenue of relaxation, a very rewarding pastime, and an extremely challenging game.   Nothing is more relaxing to me than being outside, playing golf on a warm sunny day.  I enjoy walking in the sunshine, feeling the warmth of the sun on my cheek, breathing the fresh air, and gazing upon the beauty of both nature and man. The lush greens of the fairways, the sweet perfume of the azaleas that provide a multicolored backdrop for the pristine greens, prove to be most tranquil and relaxing.  Watching the wildlife that lives on most of the golf courses is also very enjoyable and relaxing.  One often sees rabbits running across the fairways, squirrels darting along the ground, orchasing each other around the tree trunks and limbs. Geese and other wild birds are often seen flying through the sky and going about their......

Words: 721 - Pages: 3

Premium Essay

A History of Golf

...Game of Golf from the 1890’s to the 1930’s FOUR! Millions of people world-wide enjoy the game of golf every day, but few know when and where this intricate sport began to evolve. With the arrival of the 1890’s, the game of golf blossomed into the well known sport so many enjoy today. Golf began to rapidly spread in the upper east and Chicago area at the emergence of the 1890’s. Shinnecock Hills, the first golf course designed and constructed by a golf architect, was built in Southampton Long Island in 1891. With its white stately clubhouse, Shinnecock Hills stood as the prototype for many great golf clubs to follow. It was during this time period that a “golfer style” began to develop. Golfers were seen wearing red jackets with brass buttons, ties, winged collars, knickers, vests, stockings, and a cap. Golfer unions and clubs began to arise throughout many parts of the world with the arrival of the mid 1890’s. In 1893, the Ladies Golf Union (LGU) of Great Britain and Ireland was founded. This union administers the Women’s British Open today, a major championship in women’s golf open to professionals. 1893 is also recognized for the year the first 18-hole golf course was created in the United States. The United States Golf Association was founded in 1894 as the first Amateur Golf Association in the United States. Included in this association were golf clubs such as the Chicago Golf Club, the Newport Country Club, St. Andrew’s Golf Club, and the Shinnecock Hills Golf......

Words: 741 - Pages: 3

Premium Essay

Altius Golf and the Fighter Brand

...environment of Altius Golf consists of: the golf industry, its competitors, regulatory bodies such as United States Golf Association (USGA) and the golf players. External environment includes some opportunities as well as threats for Altius Golf which is discussed below: Opportunities Growth in industry has just restarted after a period of recession; hence this is an opportunity for Altius Golf to acquire the market share of reviving golf industry. Moreover, recent consumer study carried out by the United States Golf Association (USGA), has revealed that high cost of golf equipment is one of the reasons for the lack of interest in golf sport, however; Altius Golf can capture the market growth by offering low-cost golf balls to its consumers through off-course outlets. Additionally, the USGA has introduced “Tee it forward” movement, to make the golf game easy, moreover; USGA has introduced “Golf 2.0” program, which allow the new golfers to play 12-hole tournament instead of 18-hole and use larger holes, therefore; this step of USGA will induce more new golf players that is an opportunity for Altius Golf to gain increased market share of new players. Threats Because of the recent recession period, consumers of golf equipments have cut-down their spending on golf balls and this trend has badly affected the golf industry. Additionally, USGA regulatory requirements are very strict in terms of size, shape and material of the golf balls, which may affect Altius Golf’s......

Words: 1261 - Pages: 6

Free Essay

Altius Golf and the Fighter Brand

...Altius Golf and the Fighter Brand 1. Why has Altius Golf lost market share? What will happen if Altius maintains the status quo? Debido al reciente periodo de recesión, los consumidores de equipos de golf han disminuido sus gastos en las pelotas de golf y esta tendencia ha afectado gravemente la industria, de igual forma ha disminuido el número de jugadores profesionales. Las pelotas Altius son caras en comparación a las de la competencia y los nuevos jugadores no están dispuestos a gastar en equipos costosos. Los requisitos reglamentarios de la USGA son muy estrictos en cuanto a tamaño, forma y material de las pelotas, lo que puede afectar el renombre de Altius por no adherirse a dichas normas. 2. What should Altius´s objectives be? What trade-offs must it manage? Deben centrarse en el equipo de golf de bajo precio, como la pelota “Elevate” y cambiar su estrategia de marketing que está enfocada a equipos profesionales de golf y ahora deberá ser a equipos menos costosos, más orientados a los nuevos jugadores que lo practican por diversión, así mejorará la rentabilidad de Altius. Esto se debe a que la industria del golf se está tratando de revivir con los esfuerzos de la USGA mediante el estímulo de nuevos jugadores que practiquen el deporte con reglas más relajadas. Por lo tanto, es un buen momento para captar nuevos jugadores a través de una amplia comercialización de pelotas de bajo costo y que sean no conforme a las normas USGA, lo que ha permitido a......

Words: 1451 - Pages: 6

Premium Essay

Altius Case Analysis

...Altius Golf is one of the leading produces of golf balls. Since the 2008 recession the company has yet to recover their revenues. However, the overall market for golf balls has increased in sales 4.1% in 2012 but continues to fall short of pre-recession records. There are several factors that play a role in the decrease in Altius financial position. Consumer spending has decreased significantly since the 2008 recession that further implicates the struggle with continued interest in golf as a sport with decreasing interest since 2003. With the decrease in golf participants there is a significant imbalance of supply and demand for golfing equipment impacting all production companies. The new strategy Altius is using to introduce the Fighter Brand is both promising but also imposes possible problems. The approach Evelyn is presenting focuses on some of the main problems facing the golf equipment industry including providing lower cost but high quality golf balls to consumers. However the population in which the strategy focuses on is at a higher risk for market losses. Altius would be changing their targeted population from on-course to off-course golfers and as a result their competing market. Because Altius is known as a leader in golf ball production for high quality and high prices balls they would essentially be demoting themselves in the industry. The research indicates a difference in sales from on-course and off-course in both shares and dollars.......

Words: 323 - Pages: 2

Premium Essay

Golf, Gaming

...WeGotVegas.com 1.0 Executive Summary Welcome to the future of event planning! Las Vegas Golf, Gaming, and Amenities bring to the community of Las Vegas a breath of fresh air in the event planning niche market. By combining old fashion values, such as going the extra mile, use cutting edge software, and technology, Las Vegas Golf, Gaming, and Amenities will lead this niche market, providing quality results, every time. Las Vegas Golf, Gaming, and Amenities are equal opportunity business making its expertise and services available to help its clients plan their own events. Party Packs {complete kits for their event}; make hosting a party a snap, right down to the refreshments. Our event planning software delivers interactive event planning to a personal computer or smart phone. Through these and other affordable products and services, we aim to be the number one resource the Black Commonality for any event in Las Vegas. 1.1 Objectives [ 1 ] Las Vegas Golf, Gaming, and Amenities is a small business aimed at the Professional African-American niche and to provide Black Americans access to the Las Vegas integrated resort Casino markets. “LVGGA”knows the Vegas market. We pay attention to your details! We can leverage our Vegas experience & relationships to promote to “Black Americans” that (Las Vegas) is the best place to hold a convention or major event. Additionally, we aim to develop minority local businesses to join in their efforts, thereby directly......

Words: 3428 - Pages: 14

Premium Essay

Golf

... Is Golf a Sport? The origin of sports dates all the way back to the first Homo sapiens. However, the importance of sports on society was realized by the ancient Greeks. The Greeks used sports as a means of entertainment but it was also used to bring relief on the conflicts between major cities. The participants in these games were of the strongest and fastest athletes of their time and they were seen as godlike figures. As time has passed, modern day perception of sports and its athletes have remained the same. Athletes and sports are as popular as ever and it is because they show us things that many of us can’t do physically. The label of sport is one that brings respect and a sense of greatness for its athletes. For people to consider golf a sport is based on pure fallacy, and it does a disservice on the origins of sports and why it was created. Sports were brought about as a viewing of the best athletes fiercely competing against one another and golf is the opposite of that. Golf and its participants also take away from the greatness of true athletes that put in the hard work of mastering their sport, which is immeasurable, more complex and difficult to master. For a person to relate an athlete of Lebron James to Tiger Woods is blasphemous, and goes to show how golf can undermine what a true athlete is. Ultimately, Golf is not a sport due to a various reasons that......

Words: 908 - Pages: 4

Premium Essay

Altius Golf

...15F250 Altius Golf and the Fighter Brand Altius Golf and the Fighter Brand Marketing Management- Case analysis 3 Marketing Management- Case analysis 3 Altius Golf and the Fighter Brand The case talks of the premium brand in the Golfers market. The case is set in the post-recession period, due to which the company’s market share has been on a decline. The market has seen no new customers over the period and a lot of the potential customers are turning out to be rather price sensitive. The low price competitors are taking advantage over the situation by introducing low priced golf balls and hence seem to be taking over Altius’s existing market share. Altius Golf needs to come up with a new marketing strategy to ensure that the decline in market share does not persist and the competitors are kept in check. Altius is losing its market share and if it continues with the status quo, it would further lead to decline its position in the market. As of now, Altius is only focusing on the professional golf equipment that are being sold in the on-course stores. As mentioned in the case, 35% of the golfers do not buy Altius products citing high prices and 53% of non-golfers do not buy any golf products because they are very much expensive. Hence it is necessary that Altius should focus on low-cost golf balls, i.e. they segment the market in two categories. 1. High-cost Golf balls and equipment 2. Low-cost Golf balls and equipment. Altius Golf has been......

Words: 1302 - Pages: 6

Premium Essay

Altius Golf

...CASE ANALYSIS Course name: Marketing Management Altius Golf and the Fighter Brand FAS Group No: E2 Name of the Students Ashish Rakheja | 15F113 | Pankaj Deshpande | 15F134 | Sarthak Chandra | 15F144 | Shruti Shukla | 15F148 | Sreeda P | 15F153 | TERM 2 – 2015 T A PAI MANAGEMENT INSTITUTE, MANIPAL PROBLEM STATEMENT The recession of 2008 had badly affected the golf industry. The consumers of golf equipment were cutting down their spending and as a result the retail outlets closed at an alarming rate of 25%. The investment in golf course real estate and development sector also fell down over 40%. The sales shifted from on-course pro-shops to off-course retailers. USGA was aware of this and to halt this trend aimed at making golf more accessible. Altius Golf was an undisputed leader in the golf ball manufacturing market in spite of a long term decline in the number of golfers and huge drop in sales resulting from financial crisis. Due to lack in innovation and high priced products, the company has been losing market share to its rivals. The CEO, therefore, wants to launch a new product called Elevate to foster the next generation of golfers. With Elevate, the firm will introduce 4 balls that are more forgiving and easier to drive for distance and offer it at a price 40% below the company's flagship brand. It has now become necessary for Altius to relook into its strategy and come up with the “Elevate Strategy” to regain its market. However the......

Words: 1761 - Pages: 8

Premium Essay

Altius Golf Case

...facing Altius in this case. There are three main challenges which Altius is facing in this case. The first one is that the whole market of the golf ball is reducing due to the financial crisis, which led to the decrease of the number of the new golfers and the decline of their spending. The second one is the chanllege from outside of Altius. Its leading position in the golf ball market is now chipped away by other manufacturers. The third one is the chanllege from inside of Altius. The Elevate program is distrusted by most of the directors. They doubted that the program will damage the company’s reputation, price structure and profit instead of saving Altius. 2. Briefly state your assessment of the strengths and weaknesses of Altius at the time of this decision (1/3 page) Strengths Even though the golf ball market share of Altius is reducing, it is still much higher than any other manufacturers’. Moreover, the range of Altius’products is very wide due to the establishment of the ”on-course” and “off-course” outlets. In addtion, Altius has a good reputation. Weaknesses Altius’s golf balls are more expensive and less accessible for new golfers than other competitors. In addition, Altius reacted later than its competitors. 3. Briefly state your assessment of the primary opportunities and threats in the marketplace for Altius at the time of this decision. (1/3 page) Opportunities The first opportunity is that the financial crisis has already gone, and the golf......

Words: 817 - Pages: 4

Premium Essay

Golf

...morning, I overlook the beautiful green fairways of the Saddle Rock Golf Course. The greens, fairways, and tee boxes all mowed with precision, not a blade of grass remains ungroomed, the course was ready for the tournament that was about to begin. Today’s tournament would be sponsored by the Toys for Tots foundation. This is an annual tournament that raises money to buy toys for children that otherwise would not be receiving any presents during the holiday season. The Toys for Tots program was started in1947 by a group of Marine Reservist that took the initiative and collected toys for the local boys and girls in the Los Angeles area. A reserve Marine Colonel named William Hendricks was the officer that started the program with the help of his wife. In the civilian world Colonel Hendricks worked as the director of public relations for Warner Brothers. This gave Colonel Hendricks access to celebrities that would help support the program. It was Mr. Walt Disney that designed the Toys for Tots logo that is still used (TFTF, 2006). It is considered a privilege in the reserves, to be part of Toys for Tots events. This is one of many events that I personally participate in every year. My job at this event is to stand on the 11th hole and talk to all the golfers. I was in uniform, and I was there to represent the Marine Corps and to thank the golfers for their donations. At 8:00 a.m. sharp, the Toys for Tots golf tournament begins. Unlike other sporting events, there is no......

Words: 1234 - Pages: 5

Premium Essay

Golf

...Assignment Questions - Golf Q 1. What are the defining characteristics of the golf equipment industry? What is the industry like? A 1. The defining characteristics of the golf equipment industry are product performance, innovative technology and name brand recognition. Golf companies essentially sell the same products so they must differentiate their products through technological advances. Fortunately for golf companies, the sport attracts mainly upper-class individuals so the companies can focus on quality with the assurance of high-end sales. This industry is very competitive due to the regulations placed upon it and the diminishing growth in the number of players in the recent years. The technology and research that these companies have done is so advanced that the USGA feels the need to place regulations upon the professional players to that the game is fair all around. The industry can be separated into two parts: golf and sporting goods. Golf companies usually gain brand recognition by hiring professional golfers to promote their products because this can be one of the most effective forms of advertising for a company. Companies are also focusing on creating new products for recreational players. For any company who wants to enter into this market would require significant amounts of investment. Q2. What is competition like in the golf equipment industry? What competitive forces seem to have the greatest effect on industry attractiveness? What are the......

Words: 1677 - Pages: 7

Free Essay

Golf

...Callaway Golf Clubs Irons: Set Composition A typical, off-the-shelf set of irons will include a 3-iron through pitching wedge (advertised as "3-PW"), 8 clubs total. The clubs are identified by a number (3, 4, 5, etc.) on the sole of each club, except for the pitching wedge which will have a "PW" or "P." Other irons may be available for purchase separately, including a 2-iron and additional wedges (gap wedge, sand wedge, lob wedge). None of the additional clubs are necessary for beginners, and especially not the 2-iron. 1-irons used to be available, too, but are now virtually extinct. Iron Loft, Length and Distance As you go through the set, from the 3-iron to the pitching wedge, each iron has a little more loft than the previous, and a little shorter shaft length than the previous, so each club (going from 3-iron to PW) hits the golf ball little less distance than the previous. That is, a 5-iron has less loft, a shorter shaft, and produces shorter shots than the 4-iron; the 4-iron has less loft, a shorter shaft, and produces shorter shots than the 3-iron. The pitching wedge has the most loft, the shortest shaft, and the shortest distance in the traditional 3-PW iron set. Also, as you move through the set to the shorter, more lofted clubs, the resulting shots will have a steeper trajectory; shots will rise at a steeper angle and fall at a steeper angle. That also means that a ball hit with the 8-iron, for example, will roll less once it hits the ground compared to a......

Words: 644 - Pages: 3