MARKET SHARE

 An evaluation of Altius Golf's market share and what will happen if Altius maintains the status quo.

 Analyze the challenges Altius faces with regard to channel shift, competitors and consumer price sensitivity.

 What should Altius' marketing objectives be? What trade-offs must it manage?

 Evaluate and recommend whether Altius should implement a "Fighter Brand", i.e., the Elevate, strategy

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