Strategic Planning

Background

Now a leading supplier of golf equipment, Crossover has helped this company grow from small beginnings to become the second-largest UK-owned golf equipment supplier. In 2002 it needed a business plan to ensure its growth.

Objective – To enable growth through long term business development advice.

Actions

• Development of a five-year plan with the objective of doubling turnover by 2007. This involved an in-depth analysis of market trends and competitive positioning, SWOT analyses and resources needed.
• Brand positioning plan, with the development of a brand strategy based on different cluster segments – ‘good’ (basic products and entry level prices), ‘better’ (mid-price, mid-performance products), and ‘best’ (premium items with leading edge design).
• Brand development and product launches for the new range.
• Acquisition plan to extend brand range further.

Results

The company now has three separate in-house brands which all fulfil a different niche in the market. All are positioned differently, and are performing well in their individual market segments. Meanwhile the acquisition of a leading golf brand has led to that brand being successfully relaunched in the UK, with tremendous results.