Strength

1) Altius has a established customer base with

market share of 35.1% by volume.
2) Altius is known as a well established brand
known for its high quality product and it is being
used by most of professional golfers
3) Since Altius is Market leader in both volume
and revenue it has deep pockets to spend
significant amount on marketing of its products , a
budget if $35 M which is significantly higher than
the competitors.
4) It has a well established network with the on-
course Dealers who sell premium products and
provide ample shelf space to products from Altius.
Weakness
1) Altius Doesnot have any product oferings in the
Value and Economy Segments
2) Innovtion in the organization on improving the
balls quality nd reducing the costs have had a
significant dip in recent years.
3) Product market by Altius is too focussed,
thereby reducing its abilit to shift to market
scenarios, i.e. The cost of shifting to a new
product segment would be significantly higher.

Opportunity
1) It does not have an products in segments wich
are witnessing increase in market share.
2) It can improve on its market placement of
products i.e. it can improve its reach to the
segments through channels of off course dealers.
3) It can try to innovate and come up wih low cost
products which could help the copany in market
penetration in new segments.
Threats
1) The current economic slowdown has proven to
be a major threat for Altius as it has led to
decrease in market share across companies and
Revenue for overall industry.
2) Consumer behaviour has changed over the past
few years. The customers are largely prefer to buy
low cost products since more agnistic customers
are getting included in the overall Customer bas
who are indifferent to qualityof the product and
are higly price sensitive.
3) Altius primarily operates in Premium market
which had high margins . It enjoyed a
monopolistic advantage for a long time but the
high mardins has enticed competitors tocome up
with new products in the same market and they
are eventuall eating up into Altius' market share

As evident from the above Swot analysis the premium market where Altius operates is becoming
increasingly saturated since the customer base in that segment is not increasing with time. On the
other hand new entrants are eating up into Altius share in its established market. So, in order to
increase its Market share Altius has to enter into new segments where its does not have any
product offering this is where Elevate would fit in it would provide Altius an opportunity to
increase its reach to the new customers (customer base which is witnessing increase in
size)which are agnostic in nature and have are indifferent in preference to quality but are highly
price sensitive.