Golflogix GPS

GolfLogix, Inc.

GolfLogix, Inc. was founded in May of 1999 and is based in Oakville, Canada. The GolfLogix, Inc. system uses Global Positioning System (GPS) technology and are equipped with a portable device called the “xCaddie”.

The “xCaddie” made it easier for golf players to measure the distance between their current position and the green. This concept helped diffuse the frustrations of the golfers themselves and of the other golf players who were waiting on the course. In 2002, GolfLogix, Inc. was faced with the decision of whether or not to keep focusing their target market on the individual golf courses or to start marketing directly to consumers.

The concept of GolfLogix, Inc. came into existence in 1998 when two friends, Todd Kuta and Scott Lambrecht, were contemplating golf with one another. Lambrecht, a newcomer to the game, had many questions concerning how to measure the distance between the ball and the green. He would also ask Todd questions concerning which club to use and the direction in which to aim the ball. After so many questions, Kuta became frustrated with the questions and began to think of how to solve the distance measuring problem that many golf players had around the world. With Lambrecht being familiar with the GPS, he felt the global positioning system could solve many golfer’s problems. Founded in May 1999, GolfLogix, Inc. used the GPS which helped golfers in playing the sport they loved. The GolfLogix, Inc. system came equipped with a portable GPS device, called the “xCaddie”, which would allow the golf players to see the interval to the green from their current position, reducing the frustrations from the golfers themselves and the frustrations of the other golf players on the course. The “xCaddie” was easy for the golfers to use and it allow the golf players to view their distances in meters and yards. “xCaddie”  also included features that would tailor to the different needs of the different golf players.

After deciding they wanted to carry out the idea, the two men first had to find out if such a device would be legal in the United State Golf Association (USGA). They found that the standard rule for using a GPS was that it could be used for recreational golf but could not be used during tournament play. By May 2002, GolfLogix Inc. consisted of six full-time employees and had managed to raise $12 000 000. Although the company seemed to have a great beginning in the industry, there were many measurement systems that were currently being used by golf courses all around the world, including the yardage markers, yardage booklets, sprinkler heads, and rangefinders. The yardage markers are considered the most widely used tool for golf players to measure the distances between the green and their current position. The yardage markers are typically colored plastic or concrete plates that are embedded in the center of the fairway. The sprinkler head system involves marking the distances on the sprinkler heads. There are typically 10 to 12 sprinklers per hole that helps provide the golf player with a point of reference. The yardage booklets are used to indicate distances to and from landmarks. These booklets range in price from 3 to 5 dollars a piece. The fourth alternative to the “xCaddie” are the rangefinders, which allow the golf player to view a target and see these distances on a digital readout. These products usually range from $25 to $300. The “xCaddie” comes packaged for public, private, and resort courses. For golf courses or individual golf players, the product only requires one day for installation. It also comes equipped with belt clips and mounts that may be attached to the golf carts or around the golf player’s waistband.

The “xCaddie” allows for real-time distance to the greens and the hazard zones, and has a simple one-button operation. The device is also very durable for bad weather conditions and waterproof in the case that it may rain during play. The “xCaddie” increases the pace of play dramatically and golfers no longer have to search for the sprinkler heads or yardage markers to measure the current distance to the green. The “xCaddie”  is used on the world’s most well-known golf courses all over the world. The system’s flexibility and affordable price help make it easier for golf courses to choose to use the product. GolfLogix, Inc.’s relationship with Garmin International Inc. has allowed the company to provide devices with the latest technology available. The “xCaddie” is distributed all over the world, representatives for the company are hand-picked and must be able to stress the importance of the product and represent GolfLogix Inc. to the best of their abilities. The company remains committed to meeting the needs of its consumers and enhancing the overall golf experience for the golf courses and the golf players. Company Strengths The “xCaddie” comes equipped with either the Distance Only System or the Complete System. The Distance Only System allows golf players to collect the information from their games by standing in the middle of the green. After recording the data, the “xCaddie” will allow the player to look up information during the next time of play on that particular hole. The Complete System, on the other hand, focuses on recording the dimensions of the greens, tee boxes, fairways, and any hazardous objects that could hinder the player.

Although this system is time consuming for the consumer, many avid golfers would find it useful to be able to record their every shot on the course. They will be able to know exactly what club they used for each hole and where the green could be found. The portable “xCaddies” allow the golf player to be able to measure distances more easily and more accurately. If the GPS system is hooked up to the golf cart, the measurements would not be as accurate as if they were taken from the ground. The “xCaddie” helps provide golfers with an accurate reading of where their position is in comparison to the green, which will allow them to focus on where they need to aim the ball.

The major weaknesses to using the GPS system in golf is that many professionals in the industry are weary about players being able to record their every move. They believe it takes the fun and excitement out of the game. They also believe the game of golf could lose its competitive nature because people who used the GPS system regularly or have their own system have an advantage over the golf players who do no use the system. The “xCaddie” also has some weaknesses within the product itself. Besides the fact that using the Complete System is time consuming, the golf player also has to have the capability to download his or her information. If the golf players does not have a PC at home and can not download their information, the system is useless. Also, if a golf course does not happen to have a kiosk available, it would cause golf players to stray away from purchasing the device independently, because it would require a lot of extra effort to find an Internet connection to allow them to save their data.

The Four Ps of Marketing Using the marketing method of examining the product, place, price, and promotion of the system should give a better understanding and a more thorough analysis of GolfLogix, Inc. and the marketing issues it faces. Product Examining the product begins with a “specification of the core physical good” and the features and qualities that belong to it. With GolfLogix, Inc., there are two main products – the Distance Only System and the Complete System. The two are similar in their physical appearance, but are very different in their performance, or functionality. The Distance Only System uses GPS technology from Garmin Inc.,  “the world leader in GPS”, to indicate to a golf player the distance between himself and the center of the green. The advantage of golfer gaining this information, is so that they can be better able to choose the correct club based on how far they know they can hit with each club. The Complete System also uses GPS technology from Garmin Inc., to measure distance to the green, but it does much more. The Complete System can thoroughly record a golf player’s progress, not only through the game, but also over a period of more than one game. It does this by recording the ball’s exact position at the beginning and end of every strike, and recording which club is used to make the strike.

Golfers can also get information from the Complete GPS System about how far and how accurately they hit with each club, the number of putts they take, and the number of total strikes they take. With the Distance Only System, golf players are only told about the distance to the green, whereas with the Complete GPS System, they are given a means of recording how well they have done during the round. At the end of a round during which the Complete GPS System was used, the golfer will go to the GolfLogix, Inc. kiosk in the course’s clubhouse and be able to print off, in full color, three pages detailing and outlining his or her performance throughout the game. The player can also, if he or she has internet access, go to the GolfLogix, Inc. website and get a detailed account of the same information.