Prince Sport

In: Business and Management

Submitted By miles4310
Words 1316
Pages 6
lue johnson M-300 Video Case 9: Date: 04/12/2011 Synopsis The Video Case on Prince Sports, Inc.: Tennis Racquets for Every Segment is based on the fact that how the world is changing and how social marketing and social media has helped Prince Sports to reach younger consumers. Prince Sports sells racquets for tennis, badminton and squash along with footwear, bags, tennis balls, apparel and other accessories. Prince Sports is benefiting from the trend of increased tennis participation and it focuses on meeting the needs of all levels of tennis player. Prince Sports understand that all players have a different level of skills and abilities so it markets its products in three different segments which include the performance line, recreational line and junior line. Prince Sports solved a contradiction between racquet speed and sweet spot by implementing the O3 technology; however it faces some complexities in converting technology into a racquet with physical features that satisfy players’ needs. Prince Sports has its distribution channels in terms of mass merchants like Target and Walmart, sporting goods chains and specialty tennis shops. Prince focuses on advertising its products at the distribution channels, online marketing and also invests in teaching pro program to help consumers understand the product information. Prince also sponsors more than 100 professional tennis players to promote its products.

Questions 1. In the 21st century what trends in the environmental forces (social, economic, technological, competitive, and regulatory) (a) work for and (b) work against success for Prince Sports in the Tennis industry? a) Worked for: Social: Social marketing and social media for e.g. Facebook, twitter etc. has helped Prince Sports in reaching younger consumers. Also, increased participation in tennis has been seen because it is a life time sport ( no age limit to…...

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