M99U0104 涂智揚

Golfsmith

GOLFSMITHThe company was founded in 1976 and has grown from a club-assembly operation that distributed its products only by mail-order to an operation that gives every golf-related product and service imaginable, either by mail-order or in showrooms in the U.S. and Canada. The showrooms offer ”extra” services that detect the company from its competitors.

COMPETITION/MARKET (1/4)

Golfsmith’s primary direct competitors include

companies such as Dynacraft Golf Products,

inc., and Maltby’s Golfworks ,both located in

Newark. Direct competitors are those that

compete with Golfsmith for customers in all of

the same market segments.

COMPETITION/MARKET (2/4)

Dynactaft is geared primarily to helping customers make their own clubs. The company offers a technical help hotline and backer a school , the Dynacraft Clubmaking, that provides “hands-on training in the art of clubmaking.” Dynacraft also provides “how-to” publications and videos, and a quarterly magazine for clubmakers.

COMPETITION/MARKET (3/4)

This company has CAD/CAM technology and CNC machining and is noted for its innovation in component design.

COMPETITION/MARKET (4/4)

Golfsmith is subject to indirect competition

from other businesses, such as golf course pro

shops, sporting goods stores, and discount

department stores that sell ready-made clubs

and supplement.

RECENT DEVELOPMENTS AT GOLFSMITH (1/3)

The business grew quickly and control the field as a mail-order business by using state-of the-art technology to take and assemble orders. Order-takers transcribe orders into a computerized system that creates bar-code labels. A label for a special order is placed on a large plastic tub.

RECENT DEVELOPMENTS AT GOLFSMITH (2/3)

An order can be ready for shipment with in minutes of being received from the customer. This automated and highly efficient system represents a large competitive advantage for Golfsmith.

RECENT DEVELOPMENTS AT GOLFSMITH (3/3)

Golfsmith employs 1,800 people, including 26 golf

professionals, and processes about 8,000 web and

catalog orders per day. The company has taken more

than 15,000 calls in one day.

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