Other competitors were becoming very competitive; they were providing the best service to elite players and also were reaching the casual players with cheaper products, hence reaching more golfers than Altius. Maintaining the current strategy will make Atius obsolete pretty soon. In a business, trade offs are quite common. You tend to be having a core competency at one aspect but not all, this does not mean you stick to the former. Hence Altius must enter the not so costly markets. This might mean that the 70% profits have to reduce by at least 10% and utilised in trade offs. This 10 % has to be used to reach the broader recreational market. Altius can very well get back to producing and being the producer of top quality balls. But on the long run they should create an impression which made them look concerned for the game as well as increasing, motivating players. Altius Golfs balls are expensive as compared to competitors golf balls and new golf players are not willing to spend more on expensive golf equipments.
Also there could be a possibility of creating a group for searching lost balls which were costlier when sold , repairing them and selling them as a low cost but high quality balls for the casual golfers. They could market this by bringing up the environmental aspects involved while using the materials used for making the balls. Altius Golfs competitors are moving with the industry trends and are trying to offer balls and other golf equipments which are easy to use and helps new golf users to hit the shot as they require, while Altius Golf is still offering equipments which are for professionals, although golf professionals value the equipments of Altius but the industry trend shows that recent recession period has decreased the number of professional golf players and new golf players are being encouraged to play golf.