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Non-Tech : Callaway Golf -- it's a buy

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Sep 6 5:00 PM EST

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To: Don Dorsey who wrote (136)	5/13/1998 4:04:00 PM
From: Don Dorsey	of 307

Callaway Golfsays mulls price cuts on clubs Reuters Story - May 13, 1998 14:27 Jump to first matched term NEW YORK, May 13 (Reuters) - Callaway Golf Co is mulling price cuts on its Big Bertha metal driver and other clubs amid fierce competition in the golf-equipment industry, the company's chief executive, Donald Dye, said. "We've elected to consider whether or not a price reduction on our metal woods would help retailers flush out inventory," Dye said in an interview with Reuters. "It would also help maintain (the company's) momentum and do damage to our competitors." Dye did not specify how steep the price cuts -- if implemented -- would be. "We can go awfully low because of our fundamentals," he said. Currently, the highest-priced Big Bertha has a suggested retail price of about $600 but can be found in stores in the $450 range, Dye said. "We have been perceived and continue to be perceived as the premium-priced golf equipment provider in the world and any lowering in the price of our products that would give a sign we no longer wanted that position would be a huge negative," Dye added. "On the other hand," he said, "it would be a huge mistake to leave prices at an unduly high level."

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