Callaway Golf’s Mission

I. Current Situation

A.)Current Performance

(Jackson)

B. Strategic Posture

Callaway Golf’s mission is stated in its mission statement, as follows: Callaway Golf Company is driven to be a world class organization that designs, develops, makes and delivers demonstrably superior and pleasingly different golf products that incorporate breakthrough technologies, and backs those products with noticeably superior customer service. We share every golfer's passion for the game, and commit our talents and our technology to increasing the satisfaction and enjoyment all golfers derive from pursuing that passion. Another part of Callaway Golf’s mission statement states, “We conduct our global business honestly, ethically and legally, believing that good ethics is good business.”

Callaway Golf’s mission, objectives, strategies, and policies are fairly clearly stated, their policies and strategies are more implied from performance.

Callaway Golf is involved in the sales and development of men and women’s golf clubs, golf balls, apparel, footwear, and accessories. Originally Callaway Golf began with just the sales and development of various golf clubs. They became well known for the quality and performance of their golf clubs, and Callaway Golf began to grown in reputation and also size. This is the main reason Callaway Golf began and still is in the golfing business; because of its reputation and quality of products. As time went on Callaway Golf acquired other companies and diversified its products, by also selling and developing golf balls, apparel, footwear, and accessories.

A big objective that Callaway Golf has, aside from “making demonstrably superior and pleasingly different products for existing players”, is to proudly support programs that introduce the game of golf to new players. As Callaway Golf states in its website, “Callaway Golf is committed to sharing this game with everyone-one swing at a time.” Another objective/goal of Callaway Golf is to “bring this game we feel so passionately about to more people, in more places, in order to give everyone more opportunity to play. We’re building a better game for young, old, man, woman, amateur, professional- the more the better.” Overall these objectives are consistent with each other, the mission, and with the internal and external environment.

Callaway Golf is incorporating many strategies into its company. For one, Callaway Golf is creating products that are helping everyone become a better golfer. They have revolutionized the golf industry with scientifically advanced products like their new Big Bertha Fusion FT-3 Driver, Big Bertha Fusion Irons, and the HX Tour and HX Tour 56 Golf Balls. Callaway Golf is also implementing strategies that promote programs that introduce new players to the game of golf. Callaway Golf proudly sponsors Play Golf America, and other similar programs.

Recently, Callaway Golf formed a strategic alliance with Tour Golf Group Inc., which is Callaway Golf’s exclusive licensee for Callaway Golf Footwear. The agreement allows Tour Golf Group to use the Callaway Golf sales force, and a coordinated marketing effort to increase brand awareness and sales in the U.S. Currently Callaway Golf footwear is sold in more than 25 countries worldwide. Callaway Golf’s strategies are consistent with each other and they are also consistent with the mission, objectives, and internal and external environment.

Callaway Golf has several policies that help to guide the company and achieve success and objectives. Callaway Golf has corporate governance guidelines, which are a set of guidelines that ensure that Callaway Golf is managed ethically and in the best interest of Callaway Golf’s shareholders. Callaway Golf has 20 guidelines in its corporate governance guidelines, ranging from the size of the board, to election of directors, to stock ownership, to annual assessments. By using and following these guidelines, Callaway Golf helps to ensure that the company is run efficiently, effectively, and ethically.

Callaway Golf adopted a Code of Conduct and Ethics Policy in 1997. This policy involves all Callaway Golf employees and directors. Callaway Golf revised the Code of Conduct in 2004 because of regulatory and statutory developments. Callaway Golf used to allow loans to executive officers (up to $150,000) for limited purposes like buying a permanent house, but has since amended this loan policy to comply with regulatory and statutory restrictions on loans to executive officers. By revising the Code of Conduct and eliminated loans to executive officers, Callaway Golf is ensuring the company is run ethically to promote success.

Some other policies that Callaway