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all what i need u to do is to answer question 1 and the spreadsheet. Please, use numbers and statistics from the spreadsheet and the case to answer the question.
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MKTG 431
Altius Golf case questions
Due Tuesday, October 7
Work with a (1) partner and turn in a copy with both of your names on it. (It is fine if it’s the
same partner as last time.) Please respond to the questions below in paragraph form, and
complete the spreadsheet. The spreadsheet is worth 30 points and the questions below are worth
the remaining 20 (points indicated below). Make sure to read the instructions/tips at the top of
the spreadsheet.
1. Why has Altius Golf lost market share? Describe two industry trends that affect Altius.
(5 points)
2. Should Altius implement the Elevate strategy? You must pick Yes or No—do not hedge!
(15 points)
a. If your answer is Yes, why do you advocate this strategy? What are the risks to
the brand and how can they be managed? What sales result would you expect for
each of Altius’ product lines if Elevate is introduced? (I don’t need exact
numbers—just respond in general terms.)
b. If your answer is No, why not? What is the alternative that you would
recommend to restore Altius’ market and financial position?
Complete the yellow fields only. Do not complete the grey fields that I marked with x's. Some calculations will be n
The two tables are independent of one another, but each table builds. So complete it from top to bottom.
Table 1
For 2012
Golf ball market size in dollars
Altius market share, retail dollar sales (in %)
Altius Revenue
Autofills
Retailer gross margin %
Retailer gross margin ($)
Altius revenue - retailer gross margin
Altius gross margin %
Altius gross profit $
Market share, unit sales
Value of market share point, unit sales
Altius, 2012
Primiera
xxxx
xxxx
xxxx
xxx
xxx
xxx
xxx
xxx
$
45,20%
$
18,40%
1.800.000,00
Table 2
Altius products:
Victor TX
Retail price (that customer pays)
Retailer gross margin
Retailer gross profit
Price retailer pays to Altius
Altius variable costs
Altius unit contribution
Victor
$48
15%
$12,25
15%
$10
with x's. Some calculations will be necessary.
plete it from top to bottom.
Bantam
xxx
xxx
xxx
xxx
xxx
xxx
xxx
xxx
$
11,20%
2.300.000,00
Elevate
20%
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