For Callaway Golf, One of the Largest American Golf Club

For Callaway Golf, one of the largest American golf club equipment manufacturers, the world market is a very big part of its total market for clubs.Global sales were $837.6 million in 2000 with 40 percent of all sales coming from golfers in countries outside the United States, up from 35 percent in 1997.The golf equipment market is a highly congested and very competitive marketplace.
The golf industry has a strong worldwide appeal.The game is extremely popular in countries around the world including Scotland (golf's birthplace), England, Sweden, Spain, South Africa, South America, Australia, New Zealand, and Japan, where golf enthusiasm rises to unheard of levels.Many countries and continents from around the world are represented both professionally and at the amateur level in worldwide competitions.
Golf enthusiasts from around the world follow the sport through televised tournaments, daily newspaper coverage, golf magazines, weekly golf journals, sports reports, as well as Internet websites.Golf-related websites are among the largest categories of Internet sites.Which Global strategic market choice should Calloway use? Explain.