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Before talking about future strategic direction of Callaway Golf Company, I'd like to talk a little bit about the company's current business strategy. We know, almost every company's business strategy is basically to provide the best products among the competitors and to be the market leader as well as popular on that product. After retiring from the CEO, when Ely Calloway started leading the company again, he wanted to accomplish the strategy he was dreaming …

…focus on low cost strategies on golf tools remaining the quality unchanged, they surely be able to gain maximum share in the golf market. The company could also price at competitive parity, exploiting the benefits of a bigger margin than competitors. Some organization, for example Toyota Motors Company is very good not only at producing high quality autos at a low price, but have the brand and marketing skills to use a premium pricing policy.