1.

Multi-Domestic Marketing v Global Marketing

Pros

Multi-Domestic Marketing
Adaptability
Cultural Affinity through individualistic
marketing and branding tactics such as
marketing, brand image, product

Cons

functionality and aesthetics, etc.

Premium/Luxury Good
Potential Partnerships with international

golf brands through subsidiaries.

Lack of brand name awareness
Higher Capital Budgeting to fund the

Global Marketing
Global Brand Name

Recognition
Global Regulations
Single Platform
Less expenses (rebranding,

messages)
Quality Assurance.

Lack of products synergy with

cultural variances such as

implementation of various rebranding

and marketing mix tactics.

Increased Logistics, Raw materials, and

labor force.
Potential Subsidiaries
Quality assurance.

height, individualistic strength

(golf ball distance), etc.

Cultural Differences (Brand
message, culture, lifestyle,

aesthetics, etc.)
Offensive
Variances in Overall Perceived
Value (Exp. Japan overvalues

Callaway golf ball.)

B.) The sport of golfing is cultivated upon universal ideals and methodologies that are
implemented globally. Whether individuals plays golf in Canada, U.S., or even
Russia, the sport of golfing holds its methodological standards and rulings for the
sport, ceteris paribus. However through an empirical analysis of the data provided in
this case study, we can deduce that there are a plurality of external factors that may
impact an cultures overall perception and adoptation of a brands products.
An example of this is be best described by the diverse cultural norms of Japan.
For instance, most Japanese golfers tend to often avoid more lavish and luxury brands

due to the perceived image and overall price of the products. In addition Japanese
golfers consider various metrics such as; status, height, strength, cultural norms, and
technology synergy and more. These metrics directly impact the overall industry and
the strategic marketing methodologies that Callaway utilizes to position their products
globally. As listed in the chart above, the methodological approach to implement a
multi-domestic strategy and a global market strategy posses their own unique
strengths and weaknesses in regards to the contextual objective global marketing.
However, the optimal payoff for Callaway would be derived from implementing a
multi-domestic marketing strategy. This is highly predicated upon the fact that most
cultures consist of a plurality of norms, which directly impact a consumers
purchasing decision.
Cultures may be best describes as what is known as a quantum entanglement. A
quantum entanglement is a state in which two variables are directly independent of
each other while still maintaining a correlation. Cultures are complex and tend to
have various metrics that both are independent or correlated with one another.
Through an empirical analysis of the quantum entanglement theory and cultural
variances, we can hypothetically conclude and state with prudential data that the
ability to adapt to cultural variances provides an overall higher payoff than
maintaining global brand recognition. Therefore a multi-domestic marketing strategy
holds a higher merit than a global strategy in regards to the contextual object of
Callaway.

2. Global Impact of Environmental factors

The most prevalent factors that directly affect the international golf clubs for
Callaway are the uncontrollable factors such as Economical and Cultural.
a. Economical
i. Economic infrastructure
1. This would directly drive the prices due to metrics such as
transportation, communication, distribution systems, raw
material costs, etc.
ii. Consumer Purchasing Power

1. The global economy has a direct impact to the overall

international golfing industry. A few metrics that affect the
overall economic conditions would be inflation/deflation and
the direct impact on exchange rates. These facets are vital to
the overall health of consumer purchasing power.
b. Cultural
i. Values
1. As discussed in question 1, the values of cultures vary and may
directly impact an industry such as golfing. For instance, many
international cultures have particular perception on metals and
the symbolism behind them. An example would be that in India
metal should not be purchase on a Tuesday nor should one
purchase metal that is not pure in the making.
ii. Customs
1. Customs directly affects the overall speed of transportation of a
product internationally. The decrease in shipping speed may be
considered a negative connotation for many, thus impacting the
overall brand image. An optimal method to combat that is to
increase capital structure in international locations however
that would directly impact capital budgeting due to increase
workforce, infrastructure, and more.

3. Marketing Mix Recommendation for Asian Markets

Theoretically, an optimal solution to address the concerns associated with the
marketing mix strategy would be derived from the context of a Dual Adaptation Strategy.
This rationale is predicated upon the data provided above about the variances in cultural
brand perception and how particular metals, colors, messages directly impact the
consumers purchasing decision. In addition, demographical factors such as
technology/product synergy, average height, strength, and materials play a vital role in
providing competitive advantages over similar competitors in the industry.

4. Dynamically Continuous vs. Discontinuous Innovation

It is extremely vital and prevalent for Callaway to pursue a Dynamically Continuous
Innovation Strategy. This is predicated upon the overall golfing industrys ecosystem.
This ecosystem is cultivated from the cultural consistencies of how the game is played.
Golfing is a sport that is relatively stagnant due to the overall fulfillment individuals
achieve from the sport and products they use. However through an empirically analysis,
individuals within this industry are seeking slight alterations to their products for that
competitive advantage. By reverse engineering golfing demands, you will find a high
demand for individualistic products that are custom built to assist in reducing their
overall hole average by 1-2 strokes. If Callaway implemented a Discontinuous Innovation
strategy that changed the way golfing was played, then its wouldnt be considered golfing
and would not have much of an adoption rate. In addition if golf advocates needed to
relearn how to play due to the discontinuous innovation of products, it wouldnt be golf
anymore.