Case | HBS Case Collection | September 2002 (Revised October 2002)

GolfLogix: Measuring the Game of Golf

by John T. Gourville and Professor Jerry N. Conover

Abstract

GolfLogix has developed a small, GPS-based device to help golfers track their play. They must decide how best to distribute these devices: 1) sell them directly to golfers through traditional retail channels; 2) sell them to courses, which would then provide them to golfers as part of their greens fee or for a nominal rental charge; or 3) simultaneously sell them to both groups. Complicating the decision is the fact that GolfLogix has two devices it is trying to sell: a distance-only device, which tells golfers how far they are from the green, and a complete device that additionally allows golfers to track how far and how accurately they are hitting the ball with each club and how many putts they are taking on each hole. The distance-only device is easy to use and explain, whereas the complete device likely requires some support from the golf courses. Contains color exhibits.

Keywords: Distribution Channels; Product Launch; Brands and Branding; Innovation and Invention; Measurement and Metrics;

Citation:

Gourville, John T., and Professor Jerry N. Conover. "GolfLogix: Measuring the Game of Golf." Harvard Business School Case 503-004, September 2002. (Revised October 2002.)