Case Study MKT 113
Southern New Hampshire University
Prince Sports is a leading tennis supplier in the international market. They have many products including racquets, bags, apparel and other accessories. They are leaders in innovation in tennis and have invented new racquet technology. Prince is excellent at catering to all types of tennis players, from juniors to professionals and everyone in-between. An environmental force that will work for Prince is the continuing growth of the population. The population is expected to continue growing which will provide opportunity for all markets. The boom in technology in the 21st century has created an atmosphere where anyone can have access to information at any time. The quality and quanity of information on the web today is better than ever. Smith is now able to use social networking tools, there is more advertising opportunity to communicate with their customers. As stated in the text, there is a large growth in tennis participation in recent years. “Tennis participation in the United States was up 43 percent- the fastest growing traditional individual sport in the country,” says Nick Skally, a senior marketing manager for Prince. With increasing globalization competetors in the tennis industry could pose a future challenge for Prince. If Prince continues expanding in the global market place, especially if they sell to un-developed countries, they may have the threat of increased taxation, inflation or high exchange rates. It is important that they choose wisely where they globally market their product.
Prince is in a great position because there is an increase in playing tennis as a sport. To continue the growth of the tennis industry in the US Prince should continue placing advertisements in stores like Wal Mart and Target, where they sell their products. They could also run more television commercials, and internet advertisements showing people having fun...
References: Kerin, R., & Hartley, W. (2013). Marketing (11th ed.). New York, NY: McGraw Hill.
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