Altius Golf

In: Business and Management

Submitted By mariasnsantos
Words 1140
Pages 5
Altius Golf
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 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…...

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