e the marketing environment. This includes the internal, operating and macro environments. We will also examine our target market selection. This includes the segmentation variables and the market research of our target market. Our research was to find what group of golfers would be willing to buy or use our product. This research was done through a survey of peers. We wanted to find how much money golfers spend and whether they would be interested in buying our product. Also, secondary research was done to find out how much Americans spend on golf annually and the status of the golf industry. With this research, we hope to find out if this is the right time to market our product. Internal EnvironmentThe Internal Environment is composed of the mission statement, history, culture, policies and procedures, reputation, and the financial status of the company that is being studied. We will capture all of these components in the following section.HistoryIt all began about 90 years ago when four men from Acushnet, Massachusetts started a business that deresinated rubber. This was sold to companies who made finished products form the rubber. Within 20 years, the company started making its own custom products. Phil Young founded the golf ball division in 1932. In 1976, American Brands bought the Acushnet Company. American Brands follows a philosophy of promoting prestigious brand leaders, usually #1 or #2 in their markets. In 1985 Acushnet bought FootJoy, Inc. and then in 1990 it was combined with the Titleist Golf Division to form Titleist and FootJoy Worldwide, a single division of the Acushnet Company.Mission Statement and ReputationTitleist’s philosophy is to “provide the serious golfer with a golf ball that was quality superior and performance superior to all other balls available at that time”(2). They felt that if their golf balls lived up to the expectations of the best players, then they would soon b...
