Case Study Prince Sport Inc.
CASE STUDY
Prince Sports, Inc.: Tennis Racquets
Fast changes in environmental market place such as social development (globalization and development of social networks), economic unsteadiness (crises), technological progress, fast growing competitive world and strict marketing regulatory directly affect work of most of marketing companies or marketing and brand image divisions of the companies. I order to implement a successful campaign or increase sale and consumer awareness companies have to stay in pace with recent marketing environment and take into consideration every possible detail that might help or ruin image of a company or product.
This case study will analyze marketing principle and vision in the context of Prince Sports, Inc. The main focus of case study is Prince Sports, Inc segmentation and positioning.
Prince Sports is a racquet sports company whose portfolio of brands includes Prince (tennis, squash, and badminton), Ektelon (racquetball), and Viking (platform/paddle tennis). Its complete line of tennis products alone is astounding: more than 150 racquet models; more than 50 tennis strings; over 50 footwear models; and countless types of bags, apparel and other accessories. (Marketing, Eleventh Edition, Kerin, p.239). With a dramatic growth of interest to tennis among different demographics Prince Sports perceived a necessity to target every possible type of consumer. Being in business from 1970 Prince Sports, Inc recognized the fact that every tennis player wants the same thing: to play better. But they don’t all the same skill, or the same ability to swing a racquet fast (Marketing, Eleventh Edition, Kerin, p. 240). Taking into consideration a fast growing opportunities which include: developed technologies, consumers with different needs and abilities and expansion of social network Marketing team of Prince Sports, Inc has came up with a marketing concept: Tennis Racquets for Every Segment. 1. Taming Technology to meet player’s needs.
Prince Sports, Inc.: Tennis Racquets
Fast changes in environmental market place such as social development (globalization and development of social networks), economic unsteadiness (crises), technological progress, fast growing competitive world and strict marketing regulatory directly affect work of most of marketing companies or marketing and brand image divisions of the companies. I order to implement a successful campaign or increase sale and consumer awareness companies have to stay in pace with recent marketing environment and take into consideration every possible detail that might help or ruin image of a company or product.
This case study will analyze marketing principle and vision in the context of Prince Sports, Inc. The main focus of case study is Prince Sports, Inc segmentation and positioning.
Prince Sports is a racquet sports company whose portfolio of brands includes Prince (tennis, squash, and badminton), Ektelon (racquetball), and Viking (platform/paddle tennis). Its complete line of tennis products alone is astounding: more than 150 racquet models; more than 50 tennis strings; over 50 footwear models; and countless types of bags, apparel and other accessories. (Marketing, Eleventh Edition, Kerin, p.239). With a dramatic growth of interest to tennis among different demographics Prince Sports perceived a necessity to target every possible type of consumer. Being in business from 1970 Prince Sports, Inc recognized the fact that every tennis player wants the same thing: to play better. But they don’t all the same skill, or the same ability to swing a racquet fast (Marketing, Eleventh Edition, Kerin, p. 240). Taking into consideration a fast growing opportunities which include: developed technologies, consumers with different needs and abilities and expansion of social network Marketing team of Prince Sports, Inc has came up with a marketing concept: Tennis Racquets for Every Segment. 1. Taming Technology to meet player’s needs.
References: Marketing, Eleventh Edition, Kerin Video case 9, http://kerin.tv/qr9-4 Wikipedia, the free encyclopedia, Prince Sports Online store of Tennis Express is a full-service tennis specialty retailer: http://www.tennisexpress.com