Callaway 2008 Annual Report Download - page 18

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discounts, for participating retailers in exchange for providing certain benefits to the Company, including the
maintenance of agreed upon inventory levels, prime product placement and retailer staff training.
Sales Outside of the United States
Approximately 50%, 47% and 44% of the Company’s net sales were derived from sales for distribution
outside of the United States in 2008, 2007 and 2006, respectively. The Company does business (either directly or
through its subsidiaries and distributors) in more than 100 countries around the world. The Company’s
management believes that controlling the distribution of its products in certain major markets in the world has
been and will continue to be an important element in the future growth and success of the Company.
The majority of the Company’s international sales are made through its wholly-owned subsidiaries located
in Europe, Japan, Canada, Korea, Australia and China. In addition to sales through its subsidiaries, the Company
also sells through distributors in over 60 foreign countries, including Singapore, Taiwan, the Philippines, South
Africa, Argentina and various countries in South America. Prices of golf clubs and balls for sales by distributors
outside of the United States generally reflect an export pricing discount to compensate international distributors
for selling and distribution costs. A change in the Company’s relationship with significant distributors could
negatively impact the volume of the Company’s international sales.
The Company’s sales programs in foreign countries are specifically designed based upon local laws and
competitive conditions. Some of the sales programs utilized include the custom club fitting experiences and the
Preferred Retailer Program or variations of those programs employed in the United States as described above.
Conducting business outside of the United States subjects the Company to increased risks inherent in
international business. These risks include but are not limited to foreign currency risks, increased difficulty in
protecting the Company’s intellectual property rights and trade secrets, unexpected government action or changes
in legal or regulatory requirements, and social, economic or political instability. For a complete discussion of
these risk factors, see “Certain Factors Affecting Callaway Golf Company” contained in Item 1A below.
Sales of Pre-Owned and Outlet Golf Clubs
The Company sells certified pre-owned Callaway Golf products through its websites,
www.callawaygolfpreowned.com and www.callawaygolfoutlet.com. The Company generally acquires the
pre-owned products through the Company’s Trade In! Trade Up! program. The website for this program is
www.tradeintradeup.com. The Trade In! Trade Up! program gives golfers the opportunity to trade in their used
Callaway Golf clubs and certain competitor golf clubs at authorized Callaway Golf retailers or through the
Callaway Golf Pre-Owned website for credit toward the purchase of new or pre-owned Callaway Golf
equipment.
Online Store
In November of 2006, the Company announced Shop.CallawayGolf.com, an alliance between Callaway
Golf and its network of authorized U.S. retailers that links consumers and golf retailers by allowing the consumer
to place an order through Callaway Golf’s website and have it fulfilled by a local participating retailer, or by the
Company. This website is also accessible via the Company’s main website, www.CallawayGolf.com. The
website offers the full line of official Callaway Golf, Top-Flite and Odyssey products, including drivers, fairway
woods, hybrids, irons, golf balls, footwear, eyewear, apparel and accessories.
Advertising and Promotion
Within the United States, the Company has focused its advertising efforts mainly on a combination of
printed advertisements in national magazines, such as Golf Magazine,Sports Illustrated and Golf Digest, and
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