The overall economy is growing slowly, and those within our target market have not experienced the steep decline in employment that other demographics have suffered. Income levels in our target demographic have changed little as the result of the recession, so there is little cause for concern about the economic macroenvironment when launching this product. Golf continues to be a popular sport, despite flatlining interest in the United States (Nohcud, 2008). There is strong growth in golf overseas, in Asia in particular, and this provides encouragement for the long-term growth prospects of the Tracker.

One marketing issue that needs to be researched is with respect to the culture of golf, in particular the target market of the Tracker. This is important because the tone of the advertising message will be in part dictated by the culture of our golfing target market -- it could be jocular or it could be...
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