News Summary
Mark King, former CEO of TaylorMade and Adidas North America, is stepping into a consultant role at Honma Golf. With a mission to enhance the brand’s presence in the North American market, he aims to transform Honma’s image and expand its retail footprint after a recent surge in U.S. sales. Despite the challenges, including consumer perception, King’s strategic vision is set to steer the luxury brand towards significant growth, especially leading up to a major product launch in 2019.
Mark King Takes the Helm at Honma Golf for North American Expansion
After a brief hiatus from the golf industry, it seems Mark King is back and ready to tee off on a new adventure! The former CEO of TaylorMade, who recently wrapped up his role as president of Adidas North America, is stepping into a consultant role at Honma Golf. His mission? To help this luxury brand carve more of a niche in the bustling North American golf market.
A New Chapter for King and Honma
Initially planning to retire, King had a change of heart after being captivated by Honma’s operations and its leadership under the watchful eye of Chairman Liu Jianguo. With a keen eye for strategy, he is set to lead the charge in expanding Honma’s presence, especially since the brand has seen massive sales growth of 83.6% in the U.S. recently.
However, despite this impressive growth, Honma has faced challenges in establishing a solid foothold in North America. Feedback from industry insiders suggests that King will have a significant say in future directions. While he has described his role as advisory, it’s widely acknowledged that he will truly be steering the ship.
Transforming the Brand’s Image
Known for its exquisite and artisan-style golf clubs, Honma has earned a reputation for luxury, but getting the word out has been a considerable task. Currently, the brand has a limited presence with fewer than 150 retail accounts in the U.S. and less than 400 doors available for consumers to explore their products. King recognizes the challenge ahead in reshaping how the brand is perceived and is convinced about its potential in the competitive luxury market.
Under Liu’s leadership since its acquisition in 2005, Honma has certainly been on an upward trajectory, but breaking into a wider audience requires savvy marketing and innovative strategies – areas where King has excelled in his past endeavors. At TaylorMade, he was a pioneer in challenging traditional golf norms and was celebrated for his innovative marketing tactics that helped grow the company’s market share significantly.
Big Plans Ahead
In 2019, King and Honma are gearing up to launch new products at a major event. This launching point will mark a significant moment as the brand looks to strengthen its presence not just in retail but also within the prestigious realm of the PGA Tour. The golf world is watching to see how Honma will position itself against competitors, and with King’s insights, there is reason for optimism.
Overcoming Perception Challenges
Though the growth figures may speak volumes, there remains the challenge of changing consumer perceptions. King knows that one of his primary tasks will involve effectively communicating Honma’s value proposition to North American customers. As a brand synonymous with high-end craftsmanship, it needs to resonate with the golfing community that often looks for performance mixed with high-quality aesthetics.
Moreover, the partnership formed recently with Itochu Corporation promises to boost Honma’s presence even further and signals the brand’s commitment to growth in the competitive golf sector. Enlisting former top-ranked golfers is another exciting way that Honma is vying for attention in a crowded marketplace.
Conclusion
As King returns to the golf scene, there’s palpable excitement for what lies ahead for Honma Golf. With an experienced hand at the wheel and a fresh look at market strategies, the company is poised to take significant strides in the North American golfing arena. So grab your clubs and stay tuned – this adventure is just getting started!
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Additional Resources
- GolfWRX: Mark King Takes Over at Honma
- Golf Digest: Mark King Hired as Strategic Advisor at Honma
- Golf.com: Mark King Joins Honma Golf
- Geoff Shackelford: Mark King’s Return to Golf
- Wikipedia: General Information
