Case Study Mkt

In: Business and Management

Submitted By mgrace1219
Words 776
Pages 4
Prince Sports has been improving the lives of people through tennis since 1970. With their innovative product design, vast line of products, and wide range of consumers. Looking at current trends one could suggest that Prince may want to consider new tactics/marketing schemes. Reach out to a larger global market look at how this may benefit them in the future. In the 21st Century Prince Sports really should consider the current trends in marketing and how they could work for or against their success in the tennis industry. Considering, as stated by The Wall Street Journal, “Prince Sports Inc., filed for bankruptcy protection as it struggles to compete with better-equipped rivals.” (Benoit & Gleason, 2012). It doesn’t appear as though they have an issue with the products they deliver, since undergoing new ownership they are truly trying to rejuvenate their products and name. As noted by Forbes, “Prince is launching an entirely new product collection in the final months of 2013, which is a non-traditional move for a tennis brand. It has used the US Open to announce its launch of an “ESP” (extreme string pattern) racquet technology, along with new racquets and bags, T22 tennis shoes and performance Prince Tour eye-wear.” (Heitner, 2013) Consumers like new technologies and innovations and if Prince can continue to endorse tennis “Super Stars” such as David Ferrer, “the current world number five” (Long, 2012). They should be able to gain the attention and interest of a “Junior Market”. By endorsing pro athletes and the use of social media, Prince could really speak to the younger generation and gain the interest of aspiring players. Social media can be harmful to company if consumers use it to write negative reviews related to products. The disadvantage to current technology, one disgruntled customer can spread a negative review to hundreds and thousands of…...

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