The Golf Blog says: WSJ has an excellent article “How TaylorMade Made Its Move.” The article describes how TM now dominates in equipment sales, especially drivers and woods.
According to the article, TM earned 47% of every dollar spent in 2012 on drivers, woods, and hybrids. In irons, TM has 25% of all sales. These stats are impressive especially because total spending on golf clubs has dropped by $300 million since 2007, while TM sales have increased by 21%. So, basically, TM has increased sales in a shrinking market by taking away sales from its competitors, including Callaway, now the No. 2 golf manufacturer.
WSJ attributes TaylorMade’s success to a combination of factors: signing endorsement deals with many tour player to become the No. 1 driver on tour, beating out Titleist; bold marketing choices in product names and design choices (like the white driver–although didn’t Cobra come out with that idea first with Ian Poulter?); and constant production of new products.Tweet