more Tension. more Competition. more Transparency.

Julian Busch, Maximilian Emrich, Sebastian Griewing, Martin Schlappa

franz.201513.04.2015

Revolutionizing the Idea of Olympic Golf

For Illustrative Purposes Only

OG2020

WHU – Otto Beisheim School of Management 13 April 2015

The current prejudices about golf make the sport appear less athletic than it actually is

2

Current Perceived Image

A sport for old and rich men

Sustainability is secondary

Slow and time-consuming

No excitement

Intransparent and confusing

Status Quo

Goals

Impact

Actions

Feasibility

Agenda

For Illustrative Purposes Only

OG2020

WHU – Otto Beisheim School of Management 13 April 2015

Source: www.statista.com

Spring 2008 Autumn 2008 Spring 2009 Autumn 2009 Spring 2010 Autumn 2010 Spring 2011 Autumn 2011 Spring 2012 Autumn 2012 Spring 2013 Autumn 2013 Spring 20140

9.25

18.5

27.75

37

46.25

32.9234.65

36.41 35.38 34.41 34.16 33.4531.47 30.73 31.4 32.36

33.77 33.26

data

Nu

mb

er o

f p

eop

le (

in m

illi

on

s)

Number of People Who Watched the U.S. Open on TV from 2008 to 2014

'90 '91 '92 '93 '94 '95 '96 '97 '98 '99 '00 '01 '02 '03 '04 '05 '06 '07 '08 '09 '10 '11 '130

1.25

2.5

3.75

5

1.711.86

2.032.19

2.37 2.502.64 2.76

2.95 3.023.19

3.403.56

3.743.96

4.11 4.14 4.27 4.33 4.33 4.44 4.39 4.39N

um

ber

of

go

lfer

s (i

n m

illi

on

s)

Source: www.statista.com

CAGR 2008-2013: 0.28%

Moreover, we also face stagnating player and spectator numbers for several years worldwide

3

Number of Registered Golfers in Europe from 1990 to 2013Agenda

Status Quo

Goals

Impact

Actions

Feasibility

For Illustrative Purposes Only

OG2020

WHU – Otto Beisheim School of Management 13 April 2015

Thus, in order to tackle the major pains of golf, we designed the „Mission 2020“ that will bring a brighter future to the sport

For more transparency among spectators1

For more tension and excitement2

For more competition3

4

The Objectives of Mission 2020Agenda

Status Quo

Goals

Impact

Actions

Feasibility

For Illustrative Purposes Only

OG2020

WHU – Otto Beisheim School of Management 13 April 2015

Our Mission 2020 will be grounded on 5 actions that will change the game in a favorable way

For more transparency among spectators

1

For more tension and excitement

2

For more competition

3

Mission 2020Main Actions

Supporting Actions

Implementation of KO-system

Introduction of new „out-of-the-putting-

green“ rule

1

2

Reduction of holes played to 6 holes

only

Allowance of only Par 3 or Par 4 holes

Graphical and statistical overviews on

screen

3

4

5

5

Main and Supporting ImplementationsAgenda

Status Quo

Goals

Impact

Actions

Feasibility

For Illustrative Purposes Only

OG2020

WHU – Otto Beisheim School of Management 13 April 2015 6

Agenda

Status Quo

Goals

Impact

Actions

Feasibility

We can see from our exemplary assessment of only two factors that there is a huge business impact

Source: Mindshare Global Sport Index

Source: The Futures Company Global Monitor 2011

Net business Impact

`Positive sentiment´ of people, who might consider themselves to become golf fans

Enhanced attractiveness turns people into fans or even players

Our implementations will persuade potential golf fans

Increase in the number of players

Higher demand for golf equipment

Golf clubs host more players and can benefit from more membership fees and personal training

Time pressure hinders people from playing golf

Especially in the fast-growing golf market in the Middle East and Asia

Many players might refrain from playing golf due to its time consuming format

Our shortened version of golf will enable people to play and enjoy golf

Increase in the number of players

Golf tourism industry benefits due to an increased demand in golf vacations

Better utilization of urban golf courses

Interpretation Effects due to Mission 2020 Net Business Impact

For Illustrative Purposes Only

OG2020

WHU – Otto Beisheim School of Management 13 April 2015

Our Mission 2020 and its changes prove to be sustainable on all three levels

Ecological

Economic

Social

7

Economic, Social and Ecological SustainabilityAgenda

▪All in all, there is no need for any further modifications of the golf course▪ Introduction of more Olympic format courses reduce the overall size and the usage of natural resources

▪Decreasing per capita water consumption

▪ Increasing attractiveness benefits the entire golf industry▪New marketing opportunities and an increased group of spectators▪New events in the Olympic format might emerge▪Almost no one-time costs and potentially lowered cost as losers leave earlier

▪Improved attractiveness is likely to attract more players▪Reshaped image that encourages golf clubs to promote young talents▪Golf’s charitable impact in 2011 was $3.9 billion

Status Quo

Goals

Impact

Actions

Feasibility

For Illustrative Purposes Only

OG2020

WHU – Otto Beisheim School of Management 13 April 2015

= easy to implement= feasible under certain requirements= hard to implement

All in all, our actions are pretty feasible and no push backs are to be expected

Actions Reference Feasibility

Implementation of KO-system▪ Tennis▪ Any kind of World Cup such as soccer and handball

Introduction of new „out-of-the-putting-green“ rule

▪ Basketball‘s 3-points rule

Reduction of holes played to 6 holes only

▪ Olympic triathlon is half the iron man distance

▪ Cricket „Twenty20“

Allowance of only Par 3 and Par 4 holes

Graphical and statistical overview on screen

▪ Formula 1▪ Ski jumping

8

Taking Reference to other SportsAgenda

Status Quo

Goals

Impact

Actions

Feasibility

For Illustrative Purposes Only

OG2020

WHU – Otto Beisheim School of Management 13 April 2015

Thank you very much for your attention.

TeamOG202

0

Appendix

For Illustrative Purposes Only