商品敘述：

Altius Golf is the clear leader in the golf ball market despite a long-term decline in the number of golfers and a drop in sales following the financial crisis. The firm has maintained its position by introducing generations of advanced, super-premium golf balls that allow their customers to emulate professional golfers. The company has been losing market share to lower-priced competitors and the CEO wants to introduce a new program called Elevate to foster the next generation of golfers. With Elevate, the firm will introduce a ball that is more forgiving and easier to drive for distance and offer it at a price 40% below the company''s flagship brand. Elevate will be available through "off-course" channels such as golf specialty stores and big box retailers instead of "on-course" pro shops where the firm typically sells its products. The board of directors is divided on whether to support the decision. Students must perform a quantitative analysis of the CEO''s proposal to understand the potential risks and gains before making a final recommendation.

涵蓋領域：

Social Security;Finance and investing;Financial crisis;Corporate social responsibility;Product lines;Boards;Politics;Teams;Cross-functional management;Lobbying;Product distribution;Market segmentation;Competitive advantage;Decision making;Organizational behavior;Public health services;Pricing strategy;Crisis management;Brand management;Quantitative analysis

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