Daiwa Golf Company is a manufacturer of golf equipment for both the beginner and professional. Like a plethora of other companies that have experienced ebbs and flows in the golf equipment industry, they have managed to weather a downturn in sales and exposure and appear to be on an upswing. Their parent company, Daiwa Seiko Inc., is globally renowned for their manufacture and marketing of fishing, tennis, cycling and ski gear.
History
Daiwa began as a manufacturer of fishing reels in 1955 and expanded into the marketing of all aspects of fishing in the coming years. In 1972 the company broadened its horizons by entering the golf industry.
Evolution
It wasn't until the early 1990s that Daiwa gained the exposure and notoriety of a force to be reckoned with in the challenging world of golf equipment. At the time, their staff of PGA tour players included Dan Forsman and Ian Baker-Finch.
Retreat
Daiwa Golf Company grabbed a small market share when carbon composite clubs were popular, but as the use of titanium in the manufacture of equipment became more prevalent, they lost the small foothold they had in the industry and retreated to foreign markets. Sales in Japan accounted for the vast majority of business. This was also true for several other Japanese manufacturers, including Honma and Maruman.
Reemergence
After more than a decade of dormancy in the golf industry, Daiwa entered the U.S. golf market once again with the introduction of their OnOff and OnOff Plus line of equipment in 2008 with fantastic success. The equipment is designed for golfers of any skill, from the beginner to the professional. The industry was abuzz about Daiwa's newest entries into the golf gear foray, and it was no surprise when the OnOff irons were voted "2008 Irons of the Year" by Golf Digest Japan. The irons integrate a triple-cavity construction, super wide tungsten weight and "Smooth Kick" graphite shafts. As stated by Mike Matheny, general manager of sales for Daiwa Golf Company (USA),"But while the OnOff irons deliver superior performance, they also make a strong style statement that is similar to owning a Rolex or a Ferrari. Today, golf equipment is a lot more than just as a means to a better golf game."
Future
Golfers are constantly searching for ways to make a difficult game easier. Daiwa has gotten its foot in the door with its latest line of equipment, and while it's a daunting task to keep up with golf juggernauts Callaway, Ping and Taylor Made, they have become a niche player in the golf world. Their research and development department will need to work tirelessly to keep up with the rapidly changing golf industry, which will enable them to maintain a small but loyal following.
About The Author
Lawrence Malestic grew up around the game of golf, first as a club caddie at North Shore Country Club in Glenview, Illinois. He then became a professional, caddying on the PGA European Tour for 2 seasons and the Senior PGA Tour for 12 years. His former bosses include Orville Moody, Bruce Crampton, Chi Chi Rodriguez, Gary Player, Lee Trevino and Tom Weiskopf.
