The following documents decisions taken by SRI Sports Limited, extracted from the December 2009 Financial Statement (published February 12, 2010).
SRI Sports is aggressively developing its comprehensive brand strategy, principally in overseas markets, through the promotion of three brands: Dunlop, which is being promoted in Japan as well as in South Korea and Taiwan; and Srixon and Cleveland Golf, which are being promoted worldwide. These efforts have resulted in the company further consolidating its position as the industry leader in the field of golf and tennis goods for the Japanese market, while an aggressive promotion strategy emphasizing the unique characteristics of the Srixon and Cleveland Golf brands overseas has succeeded in solidifying our operating base in the US, the world’s largest market. Through these and other efforts, we are working to accelerate our drive for global business expansion, strengthen our foundation as a global enterprise, and enhance our corporate worth.
SRI Sports believes it is essential to build a close relationship with customers through the products and services our company offers.
To strengthen our relationship with our customers, we will continue to enhance the services we provide. These include the in-store installation of club diagnostic equipment that uses computer analysis to measure the impact of a swing; the training of golf “Club Doctors” who advise customers on their choice of clubs; and the provision of golf club customization services (including shaft, specifications, colors, etc.) to respond to individual needs.
In order to offer services to our customers that differentiate us from other companies, we engage in marketing activities that naturally match such functions as sales channels operations, golf tournaments and golf and tennis schools.
We also cooperate within the industry to revitalize the market by participating in the Japan Golf Market Activate Committee, for example.
To respond to a rapidly diversifying market, we are enhancing product and technological development as outlined below.
Enhancing Product Marketing Force
In order to anticipate customers’ needs and offer products they can truly rely on, we engage in product development, quickly and accurately discovering customer needs, purchasing habits, and future trends.
Enhancing Basic Materials Development
Since we believe that materials development is the essential foundation for the development of new, high-performance products, we are focused on the development of new materials and compounds, primarily through internal research, but also through collaborative research with public research institutions such as universities and materials manufacturers.
Increasing Efforts for New Structural Design
We are developing structural designs for higher-performance golf balls and clubs through advances in our computer simulation technology used to analyze behavior at the moment of impact.
We are also engaged in technological research to incorporate individual viewpoints focusing on how our products feel, including how comfortable the club is to swing and how pleasing it sounds when striking the ball.
SRI Sports and affiliated companies continue to work proactively to optimize our management systems. While we do so, we will act to reduce costs and to establish a revenue base impervious to fluctuations in exchange rates or raw materials prices.
In response to increased demands for corporate social responsibility, we are continually working to strengthen our corporate governance.
