To measure ourselves we must first identify our major competitors and how we match up to them. Our major competitors include Titielst (Fortune Brands), Top Flite (Spalding), Taylor Made, and Ping (Karsten). A complete list of competitors is attached in Appendix A. I viewed our self against these competitors in terms of strategic performance indicators including total sales, profit margin, market share and growth.
             Calloway Titielst Top Flite Taylor Made Ping
             Net Sales (mil) 714.5 855 394 308.4 150
             Profit Margin 42.2% 47% 40% 38.7% 46%
             Market Share 25.5% 30.5% 14% 11% 5.3%
             *Estimating Total Market At $2.8 bill.
             As the table indicates we are the second largest firm in the industry behind Titielst. This information is somewhat misleading in that Titielst has a much wider product line and we do not directly compete in some areas, such as golf balls (as of yet) and other accessories. The table also indicates that along with Titielst we control over 50% of the entire market. We are currently well positioned as a leader in the industry. Though our growth is somewhat low, the entire industry growth rate slowed down and most competitors' growth slumped.
             We have numerous strengths dealing in this high velocity golf industry. Due to the rapid rate of golf club design we have a distinctive competitive advantage in our Research and Development department. In 1998 we invested $30.3 million into our R&D whereas Titielst invested only $25.5 million. We have also implemented computer-aided design, computer aided manufacturing, and in-house manufacturing capabilities to decrease the time from idea to prototype. These strengths have given us the ability to constantly be the first to market with innovative products. Though it is not possible to give concrete information on the increased demand due to advertising, we have spent $62.4 mil on an advertising campaign. This is nearly $20 mil more than th...