on tour can be good indicators of what balls are good and which are not. Of the professional players worldwide, 65 % of the players use Titleist. Of the 201 professional tours worldwide so far this year, 73% of them have been won using a Titleist golf ball (see Fig. 3 below and 4 on pg. 10). The next closest competitor is Bridgestone with 11% usage and 11% wins (3). So, although Titleist has competition, they are by far the best golf ball manufacturers in the world.(Figure 3)(Figure 4)SuppliersIn order to expand their market with technology added products, Titleist will need to collaborate with a trusted supplier who can help them develop a successful product. This will help Titleist enhance their flexibility, especially globally. Working with a name like IBM or Sony will help to market the product. This marketing strategy is highly dependent on the collaboration. Without a supplier like Sony, the product would never be successful. Macro EnvironmentBefore the product is introduced into the market it is important to analyze the macro environment. The macro environment includes the physical environment, the sociocultural forces, demographic factors, economic factors, scientific and technical knowledge, and political and legal factors.Physical EnvironmentIn the golf industry, the physical environment is involved in our customers’ ability to use the product. For example, up in the northern regions of the United States the golf season is shortened because of winter. The golf season lasts about seven to eight months compared to most southern regions where you can golf all year round. Another physical issue is rain. It can help and also hinder the game of golf. The rain helps keep the courses in beautiful shape, but it also leads to less golf on those days. The last issue for the physical environment is the amount of daylight. In the summer months the days are longer which means more golf, but in the winter months, the d...
