Pattaya Daily News

03 March 2008 :: 11:03:41 am 7118

Taylormade-Adidas Golf Strong Growth

Monday, 3 March 2008 , TaylorMade-adidas Golf, an American golf equipment manufacturer, sets its new strategy to focus on co-operating with local sport institutes and join marketing activities as well as conducting road shows to enhance brand exploration, build strong bond with customers as well as expand customer base from adults to young golf players.
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The new strategy here is part of the company’s plan to adjust its new plan to strengthen itself to tap the rapid growth in sport equipment market in Asia-Pacific region as emerging region for the market.

It expects sales generating in Asia-Pacific region to contribute up to 55 per cent of its overall global sales from current 17 per cent. Current, the US is its largest market, following by Japan and Asia-Pacific markets.

Dennis P Allen, TaylorMade-adidas Golf’s vice president and managing director for Asia-Pacific region, said yesterday the company previously focused on generating highest sales only during the past five years in marketing here.

He said from this year, the company focused on helping Thai golf players to develop their playing skill as well as help developing playing platform. The company also plans to co-operate with local golf institutes to search for young potential players and develop their skills. It would also bring known-how from the US, where its headquarter is located, in term of professional playing as well as marketing work.

The company also plans to focus on renewing display management in all its outlets. Therefore, its marketing budget had increased from usual four per cent of total sales to nine per cent this year.

With the efforts, it expects Thailand to eventually become one of significant market to strengthen its overall performance in Asia-Pacific region, which would eventually made the company become one of top players in global golf equipment market.

“Asia-Pacific region is growing fast compared to the US, Europe, Canada and Japan where the market have already reached mature level and are slowing down,” Allen said. He said economies of many countries with large population in the region were on the rise and they were having more and more golf players.

In Thailand, it has long been known for the popular country for expatriates and local people to enjoy playing at number of golf courses here. And although Thailand is having many new competitors such as Malaysia and Vietnam, Allen said Thailand was still the renowned place for most golf players.

In term of the adjusting the whole work in Asia-Pacific region, Allen said it set a big project in adjusting manufacturing process, logistic management and distribution management in many plants here particularly in China.

Like many other sport brands, most of its products are manufactured in China. Its system today is that Chinese plants manufacture each part of golf equipment and many of the parts have to transport to the company’s plants in the US to assemble before finally distributing to all its markets worldwide.

“It doesn’t make sense anymore to transfer each component across the world to other plants to assemble before distributing it worldwide. We plan to have our products entirely manufacturing and assembling here and directly distributing worldwide from the plants in China. Economy there is also growing rapidly, so the major adjustment is needed,” Allen said.

It also focuses on creating impressive customer relationship management through conducting heavy training among all its staff here from golf playing skill to selling methods. Also, it would enhance brand exploration by attending various golf tournaments in the region.

Another new market that the company target is custom-fitting market, which would also create strong loyalty with customers. Custom-fitting is making golf equipment at specific specs to meet personal demand of each customer.

However, the company is still very new to the market. Hence, it would gradually develop its skill before fully penetrate the market next year.

Allen declined to reveal sales figure last year for Thailand but said it achieved approximately 20-per cent sales growth last year and also expects the same growth rate by this year.

Reporter : Methawee   Photo : Internet   Category : Sports News

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