1. Introduction Industry’s popularity has been reborn with players, such as Tiger Woods, David Duval, and Phil Mickelson. Second quarter of 2002 showed an increasing net income of 37% as compared to 11% for the entire year of 2001. Callaway spends about $25M annually on R & D for the development of new clubs, balls, and drivers. Callaway’s market niche exists in golf drivers for novice golfers. The implementation of our group’s IT infrastructure upgrade could increase annual revenues by as much as 15%.

2. Industry AnalysisCompany AnalysisStrategySummary Industry Analysis Competitors Traditional 1.Ping 2. Adams 3. Cleveland

3. Industry AnalysisCompany AnalysisStrategySummary Industry Analysis Competitors Subsidiaries 1.Titleist (Fortune Brands) 2. TaylorMade (Adidas) 3. Nike Golf (NIKE)

4. Industry AnalysisCompany AnalysisStrategySummary Industry Analysis Strengths 1.Established Position 2.Affluent Customer Base 3.Customer Longevity 4.Global Market 5.Strong Web Presence 6.Inclined Towards Innovation (R&D)

5. Industry AnalysisCompany AnalysisStrategySummary Industry Analysis Weaknesses 1.Dependence on Tiger 2.Possible Fad Popularity 3.Limited Use of Web Presence

6. Industry AnalysisCompany AnalysisStrategySummary Industry Analysis Opportunities 1.Generate New Interest in Sport (Increased Collegiate Presence) 2.Increase Overall Affordability

7. Industry AnalysisCompany AnalysisStrategySummary Industry Analysis Threats 1.Increased Competition from Wholly-Owned Subsidiaries 2.Interference of Rule-Making Bodies (ERC II) 3.Clones 4.Tiger Injury 5.Other Sports

8. Company Analysis Strengths –Prestigious Brand Name Low Depreciation Technical Innovations –Carbon fiber driver head –Polymer putter inserts ManufacturerClubDepreciation CallawayHawkeye VFT55.62% Taylor Made36057.90% PingTiSI62.19% Titleist975D67.05%

9. Company Analysis Weaknesses –Golf balls Lack of an established 3-piece ball Lack of 2-piece balls –High price Lack of mid-range irons CallawayTaylor Irons$699.99$449.99 Drivers$269.99$299.99

10. Company Analysis Opportunities –Strategic Alliance –Mid-Priced Ball Market –Capitalize on merchandising –Tour representation Threats –Highly capitalized large companies

11. Industry AnalysisCompany AnalysisStrategySummary Strategic recommendations Do NOT change the business model Enhance current IT infrastructure Integrate Online Purchasing

12. Industry AnalysisCompany AnalysisStrategySummary Strategic recommendations Enhancing Current IT Infrastructure Subscribe Retail Customers 1.Video Submission for Analysis and R&D (Digital Camera Kiosk – M-peg submission) (Optical Sensor Relay) 2.Multi-Location Access to Individual Account (Web Protocol) 3. Purchasing Trends 4. Retailer Accountability

13. Industry AnalysisCompany AnalysisStrategySummary Strategic recommendations Integrating Online Purchasing Provide Centralized Storefront for Dispersed Retailers / DCs 1. Increase Callaway exposure 2. Provide Unique Service 3.Provide Additional Business for Retailers / DCs

14. Industry AnalysisCompany AnalysisStrategySummary Customer Retailer Distribution Center How? Supplier

15. Industry AnalysisCompany AnalysisStrategySummary Customer Retailer Distribution Center How? Supplier

16. Industry AnalysisCompany AnalysisStrategySummary Customer Retailer Distribution Center How? Supplier

17. Summary