Executive Summary
GolfLogix was founded in May of 1999 by Todd Kuta and Scott Lambrecht. The GolfLogix system used Global Positioning System (GPS) technology and came equipped with a handheld receiver called the "xCaddie." The xCaddie made it easier for golfers to measure the distance between their current position and the green. This concept helped diffuse the frustrations of the golfers themselves and of the other golfers who were waiting on the course. In 2002, GolfLogix was faced with the decision of whether or not to keep focusing their target market on the individual golf courses or to start marketing directly to consumers. After researching the company, its competitors, and the industry, we were able to consider both options and make a decision as to what we felt GolfLogix should do. This paper will begin with a brief overview of the game of golf, followed by the introduction of the company. We will then discuss the product, place, price, and promotion of GolfLogix, which will be followed by an industry analysis and competitor analysis of the company. After discussing these areas of the industry and the company, we will discuss the target market and our conclusion based on the research we have conducted.
The Game of Golf The game of golf was developed in Scotland during the fifteenth century. Players would hit a pebble around a course of sand or rabbit tracks using a stick or a primitive version of the golf club. During the mid-fifteenth century, when Scotland was trying to defend itself from an English invasion, many people focused on playing golf, and other sports, to keep themselves from being enlisted in the army. Because of this neglect to join in on the military training, King James II banned golf as a sport. The ban was eventually lifted, a ...