Marketing and Rackets

Topics: Marketing, Marketing strategy, Strategic management Pages: 2 (684 words) Published: March 26, 2011

COMPANY ANALYSIS (This could be used as an introduction, does not answer any particular question from page 17) The goal is to continue to climb until Babolat reaches #1 in racket sales worldwide while maintaining #1 in tennis string. Babolat’s focus has been on Rackets (45% of sales) and Strings (25%) whereas the rest of the items (footwear, apparel, machines, accessories, balls, badminton equipment and surgery ligatures) only represents 30%. Babolat is a “family business” run by Eric who belongs to the fith Generation. Pierre Babolat was the founder of the company back in 1874. The company is deeply rooted in France (75% of the employees remain in France) and where only balls and rackets are manufactured overseas.

Q1) Babolat growth can only come from internal market success; it does not have the financial power to buy another company, gain market share and compete better in the USA market with the heavyweights, Wilson #1 and Head#2 in Worldwide Sales. Additionally, the tennis equipment industry is going through a gloomy period of lower sales compared to other years.

Swot Analysis (left for Henry and JP) should answer Q2 and Q 3

Q4) There is a strong correlation between the purchase of tennis rackets and enrolment in tennis clubs. Tennis rackets purchase decision is heavily influenced by Star Players who endorse a particular brand (so having Star Players endorsing your brand is key). It is also very important to have a great relationship and networking with instructors, clubs and pro-shops which will help with the always good Marketing tool of mouth to mouth. Equally important is the decision selecting the right Retailer to distribute your brand.

Q5) competitive advantages
#1 preferred brand among players 15-25
Q6a) Possible Marketing Strategies: Try to use our good image on rackets to aggressively sell more apparel using the same Retailer, GO-SPORT . Another Strategy could be the one explained below in detailed and the one...
Continue Reading

Please join StudyMode to read the full document

You May Also Find These Documents Helpful

  • Marketing Essay
  • Essay on marketing
  • Essay on Marketing
  • Marketing Essay
  • Marketing Essay
  • Marketing Essay
  • marketing Essay
  • marketing Essay

Become a StudyMode Member

Sign Up - It's Free