Callaway Golf Company reported a 6% decrease in net sales to $286 million for the first quarter ended March 31 , down $17 million from net sales of $303 million for the first quarter of 2010.
We are encouraged, however, by early signs of recovery in Japan and by early indications that the overall golf industry is recovering in 2011, continued Mr. Fellows. We are seeing improved industry sales across a majority of product categories, driven by increases in average selling prices and increased traffic at retail. Consistent with these industry trends, the initial retail sell-through of our new products in general, and our RAZR line of woods and irons in particular, has been positive. As a result of the favorable industry trends, initial retail sell-through, and continued improvement in our operations, we expect that in 2011 our underlying operational performance and full year financial results will improve compared to 2010.
Sales in Japan decreased $16 million (30%). Changes in foreign currency exchange rates favorably affected net sales by $8 million. On a currency neutral basis (i.e. translating the Companys first quarter 2011 results at first quarter 2010 exchange rates), net sales would have been $278 million, a decrease of 8% compared to the first quarter of 2010.
Operationally we are pleased with the progress of our global operations strategy, and given the increasing inflationary pressures in China, we remain confident in our decision to diversify our supply base by relocating our North American club manufacturing operation to Mexico, added Mr. Fellows. We believe this will be an important step towards adding supply-chain flexibility, significantly reducing production costs, and driving long-term shareholder value. The start-up of our new facility has gone smoothly and we began shipping finished clubs to the U.S. during the quarter.
While early market indicators are trending positively, the second quarter is an important quarter of the year and is driven by successful sell-through at retail, emphasized Mr. Fellows. While it is difficult to estimate the full year impact of Japan at this time, we are encouraged that Japan is showing signs of recovery and by improving industry and market conditions. We are also encouraged by the continued growth in our emerging markets, further development of our apparel business, and the progress on the Companys global operations strategy, including the reorganization of our manufacturing and distribution operations. As a result, we expect that in 2011 our underlying operational performance and full year financial results will improve compared to 2010 and we expect that the significant investments we have made in our global operations strategy will be completed by the end of 2011.
Business Outlook
Given the difficulty of estimating the full year impact of the recent natural disasters in Japan, the company is temporarily suspending specific financial guidance for 2011 at this time. The company, however, still expects to be profitable on a pro forma basis, excluding charges for the final stages of its global operations strategy, which are estimated to be approximately $23 million (pre-tax) or 22 cents per share (after-tax) for the full year 2011.