The key issues concerning Callaway Golf Company are: *Relationship with its retail partners *New product development *Marketing strategy Problem: Callaway has experienced its first loss of $ 27 million after 10 years of growth. Competitors had finally caught up to CGC'S superior R & D capabilities and are flooding the market with new products and promotions, raising the bar for consumers on when to replace their equipment. Callaway's strategic success in 1988 to 1997 is highly credited to its R &…showed first 75 words of 1396 total…

…showed last 75 words of 1396 total…and implement, like fun, distance and spin. *Last management needs to focus on cost reduction and the use of synergy effects. The products have to be marketed as a premium good, not to get everywhere, after the resign of Ely, all employees have to live up to his vision, because it made the business a number one firm, they should try to decrease the leverage and keep a close eye on their capital target structure.