Albus Golf: An Innovation and Enterprise Business Report Analysis

This report presents a comprehensive business plan analysis of Albus Golf, a company specializing in eco-friendly and biodegradable golf balls. Headquartered in Barcelona, the company focuses on manufacturing and distributing its products globally, particularly targeting golf enthusiasts and tourists. The report delves into various aspects of the business, including industry analysis, market size, customer and competitor analysis, and a detailed marketing strategy. This strategy encompasses market segmentation (demographic, psychographic, behavioral, and geographic), target marketing, and the marketing mix (price, product, promotion, and place). Furthermore, the report outlines the management team, operational plan, organization chart, and human resource plan, followed by a financial analysis and conclusion, emphasizing the company's potential for growth and its commitment to environmental sustainability.

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Innovation and Enterprise
Student Name
3/5/2020

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Executive Summary
Albus Golf is a technology-based business headquartered in the city of Barcelona, a structure of
architecture and creativity at an international stage. The firm's manufacturing and distribution
center is in the Barcelona metropolitan region, where the organizations handle all the logistics
globally (in more than 50 countries). The firm serves its American clients through its affiliate
Albus Golf USA, LLC, located in Miami, FL. The company manufactures eco-friendly and
biodegradable golf balls. The balls were made with an aim to feed the fishes staying in the
oceans, beaches, lakes and rivers. Every product is innovative in its own sense and environment
friendly. The company is type of corporation that innovate things which are totally eco-friendly
and good for the environment.

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Contents
Industry Analysis..........................................................................................................................................4
Market size..............................................................................................................................................4
Customer Analysis...................................................................................................................................4
Competitor Analysis.................................................................................................................................4
Marketing Strategy......................................................................................................................................5
Market Segmentation..............................................................................................................................5
Demographic Segmentation....................................................................................................................5
Psychographic Segmentation..................................................................................................................5
Behavioral Segmentation........................................................................................................................5
Geographic Segmentation.......................................................................................................................6
Target Marketing.....................................................................................................................................6
Marketing Mix.........................................................................................................................................6
Price.....................................................................................................................................................6
Product................................................................................................................................................7
Promotion............................................................................................................................................7
Place....................................................................................................................................................7
Management team......................................................................................................................................7
Operation Plan.........................................................................................................................................7
Organization Chart...................................................................................................................................8
HR Plan....................................................................................................................................................9
Financial Analysis.......................................................................................................................................10
Conclusion.................................................................................................................................................10
References.................................................................................................................................................12
Appendix...................................................................................................................................................14

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Industry Analysis
It refers to a business function conducted by business owners to assess the present situation of
business and business environment. Therefore, to analyze golf ball markets there are three steps:
Market size
The term means to know or evaluate potential buyers of the product before launching a product.
The market size of golf ball was USD 1.11 billion in the year 2017. Now, it is expected to
increase up to USD 1.38 billion till the year 2025. Moreover, it is predictable to enlarge at a
CAGR of 2.7% in the upcoming years. Even now the balls are biodegradable that means there
will be more growth and demand for the balls (Anwar, Jamil, and Hasnu).
Customer Analysis
This is the foremost important factor for every business plan. It identifies target customers,
allocate their needs and then prepare the product as per their needs. The Eco-bio balls are 100%
biodegradable golf ball which attracts more customers. The main buyers are the golf tourists as
they play golf on their holiday at the places such as beaches, oceans, lakes and marines. This aids
to feed the fishes and do practice as much an individual want to do. The Albus Golf has made
golf balls from the materials of food used to feed fish. These balls are for one time use (Chaffey,
Dave, and Fiona Ellis-Chadwick).
The people between age group of 15-30 and senior citizens are also called as target customers
due to the reason that they love to play gold or some of the have passion to play.
Competitor Analysis
It is also an important part of business plan. It aids in determining main competitors of business
and identify their strengths and weaknesses. The demand for biodegradable balls is high and
therefore, the competition is also rising. The main competitor’s of Eco–bio balls are Callaway
Golf, Ping, Club Champion, Acushnet Company and Cobra Puma Golf. They have captured a

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good market share and their brand image is also high. The main strength of Albus Golf is their
product quality. They make golf balls which are biodegradable in nature and used to feed fishes
in the ocean, river, lakes and beaches (Davari Farid, Roghayeh, et al., 59-65).
Marketing Strategy
This is the combination of goals and objectives combined into a single plan. This includes many
things and strategies through which maximum profit can be certain. The marketing strategy
includes:
Market Segmentation
It refers to a process of dividing market of interested or target customers into group, segments or
categories. Each group or segment will contain similar nature customer to recognize market
nature easily. There are four segments such as:
Demographic Segmentation
It divides market according to age, gender and income of a consumer. The average age of
playing golf in mens is between the ages of 18-59. In a research it is shows that approx 30
million people play golf, in which 77% of people are male. The average household income of a
golfer is $100,980 and their net worth is $768,400. The income rises as market grows (Ekinci,
Yeliz, et al., 104-118).
Psychographic Segmentation
This refers to grouping as per the interest, attitude, values, styles and traits on customers towards
the product and company. The golf is sport which shows a standard and due to this most of the
people love to play golf. This will aids in maintaining their standards and lifestyle. There are
some other people who have huge interest in golf and they make golf as their passion (Gavens,
Lucy, et al., 778-785).

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Behavioral Segmentation
It will divide customers as per their pattern of buying such as, usage frequency, benefits,
occasions and loyalty of company. These eco-bio balls are very beneficial for environment as
well as customers due to the reason that it will not harm anyone. Even they are cost effective.
The cost of Eco Golf Balls is $ 15.00 per dozen. This attracts customers to buy Eco Golf Balls
(Guo, Liang, et al.).
Geographic Segmentation
It will group the customers as per the geographic areas, like particular country, region, area or
city. This states that Eco-bio balls should be mostly used at those areas which have lot of beaches
and oceans. This will aids to fishes out there and an individual will enjoy playing golf at such
places. The places are Brazil, Russia, United States etc; these all have high range of water flow.
The company should start supplying eco-bio balls at place or countries which high water
capacity and beautiful picnic spot (Jin, Jian, Ping Ji, and Rui Gu, 61-73).
Target Marketing
It reflects those who are target customers or buyers in the whole market or to whom company is
targeting. It is group of customers on which company pays direct attention and keeps an eye on
their behavior, needs and preference. The customers who are golf tourists can be called as main
target customers of Eco-bio balls. Moreover, the upper middle class consists of males and
females of ages 35-50 are main target customers. The income expected will be $ 80,000 – $
120,000 (Kingsnorth).
Marketing Mix
A combination of tactics used to support product in the market. It consists of 4Ps which frame a
marketing mix of eco-bio balls. The 4Ps are:
Price
The price of eco-bio ball is affordable and cost effective. In comparison to other company
product prices there is much difference and quality. The price of 100 eco-bio balls costs $ 116

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and price dozen of Eco Golf Ball is $ 15.00. Buying an eco-bio ball is the best option to feed a
fish and play golf (Marler, Janet and Emma Parry, 2233-2253).
Product
The product eco-bio ball is 100% biodegradable and non-toxic. This is safe for flora and fauna.
The ball comprises of fully fish food and use to practice at places near the water. Their size and
look is as normal golf ball but the layers and inside items is not same. The weight of this ball is
50.5 gram and of 42.8 mm. the product is very useful for the environment and protects our planet
(Parsons, Robert and Bradley Schweigert, 385).
Promotion
The eco-bio ball does not require much promotion as it has its own uniqueness. Once the
customer started buying it will never say no. there are still many number of customer who are not
aware of this ball therefore, to make them aware some promotion strategies and techniques need
to be under taken. This includes advertising on television, at events, promoting in hotels, clubs
and also on social media (Pitts, Brenda, 184).
Place
In the initial years it was available in the city of Barcelona and after few years it has been
supplied in more than 50 countries. There are many branches across the globe. The product is on
its mission to available at every country. Its specialty of environmental friendly has made it
unique and different from others (Porter, Tom, et al).
Management team
It is a department or team of members who administer and manage the team work or group of
individuals and coordinate with them.
Operation Plan
It refers to a plan that outlines the steps for accomplishing the mission and vision of the
company. It states definite and clear images of duties and responsibilities in accordance with our
vision and mission. The mission of the company is to severe ecological and biodegradable

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products to protect our environment and planet. Moreover, to assure the sporting and leisure
desires of our customers. The plan has some steps which guide that what strategy to adopt to
accomplish the desired goals.
 First is to identify and target the goals of business such as, to aware more customers to
use eco-bio balls while playing golf.
 Make plans as per the goals and dictate them to employees and managers.
 Assign managers their accountabilities and responsibilities.
It is a technology based company with a mission to innovate ecological products for customers.
The company is very serious for environment and decided to produce only products which are
environmental friendly. The eco-bio ball is biodegradable golf ball and has made of fish food.
The use of eco-bio balls are mainly at beaches, lakes, rivers, oceans and places close to marine
(Taiwo, Fatai, and Edwin Agwu).
Organization Chart
It reflects the company’s internal structure by describing their positions and roles. The
organization chart details the responsibilities and accountabilities of departments and managers
of the company. it also shows a relationship between employees and their position in the
company (Yalcinkaya, Fatma, et al).

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HR Plan
It plays a vital role while making business plan of a company. it focuses on the needs of the
company to accomplish the desired goals. It considers the factors like humans, growth, changes
and technology. There are six steps for human resource plan are as follows:
 First and foremost important is to analyze the objectives of the company. The objective is
to manufacture ecological balls which well support country’s environment.
 Next is to do inventory of present employees, their capacity, potential and performance.
Also, both internal and external resources need to be estimated.
 Third is to forecast demand and supply of human resource.
 Fourth is to compare human resources demand and supply to know the surplus and
deficit.
 After estimation of human resources requirement then there will be implementation of
human resource action plan.
 And at last the plan implemented needs a check and feedback action (Muhyi, DR Herwan
Abdul, et al).

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Financial Analysis
It is a method to evaluate company profits and budgets with the information provide. It reflects
company’s position and show the future scope. The company is earning well and its present
values are also healthy. Therefore, the companies will certain a good profit return in the
upcoming years. It is expected that the company will earn sufficient profit in the upcoming year
that will help them to grow in the market to the certain extent.
Conclusion
The above report can be summarized here that Eco-bio balls are very useful and beneficial for
everyone. They are made of wood which have core of fish food. The manufacture of Eco-bio ball
is Albus Golf; they assured that these balls are 100% biodegradable and non-toxic. The market
size for these balls is moderate but soon will reach at maturity level. There is high competition as
other companies have already captured a good market share. Therefore, to grow and compete
will require proper planning and analyzing of customer needs. Most of the golfers are not aware
about these eco-bio balls therefore, more promotion and advertisement is demanded.

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Further, there will be perfect planning and strategy to cope with the competition in the market.
Every member is well known about its duties and roles that will be conducted in the workplace.
As the product is environmental friendly there will be low cost as compared to other golf balls
which shows high profit in the future years.

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References
Anwar, Jamil, and S. A. F. Hasnu. "Business strategy and firm performance: a multi-industry
analysis." Journal of Strategy and Management (2016).
Chaffey, Dave, and Fiona Ellis-Chadwick. Digital marketing. Pearson UK, 2019.
Davari Farid, Roghayeh, et al. "Marketing mix for the promotion of biological control among
small-scale paddy farmers." International journal of pest management 65.1 (2019): 59-65.
Ekinci, Yeliz, et al. "A segmentation based analysis for measuring customer satisfaction in
maritime transportation." Transport 33.1 (2018): 104-118.
Gavens, Lucy, et al. "Market segmentation tools provide insights into demographic variations in
bowel cancer screening uptake." J Epidemiol Community Health 73.8 (2019): 778-785.
Guo, Liang, et al. "Automated competitor analysis using big data analytics." Business process
management journal (2017).
Jin, Jian, Ping Ji, and Rui Gu. "Identifying comparative customer requirements from product
online reviews for competitor analysis." Engineering Applications of Artificial Intelligence 49
(2016): 61-73.
Kingsnorth, Simon. Digital marketing strategy: an integrated approach to online marketing.
UK: Kogan Page Publishers, 2019.
Marler, Janet H., and Emma Parry. "Human resource management, strategic involvement and e-
HRM technology." The International Journal of Human Resource Management 27.19 (2016):
2233-2253.
Muhyi, DR Herwan Abdul, et al. HR PLAN & STRATEGY: Strategi Jitu Pengembangan Sumber
Daya Manusia. RAIH ASA SUKSES, 2016.
Parsons, Robert R., and Bradley D. Schweigert. "Golf balls and methods to manufacture golf
balls." U.S. Patent Application No. 15/706,385.