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Case Study the Marketing Mix

In: Other Topics

Submitted By marailex
Words 518
Pages 3
Case Study MKT 113
Southern New Hampshire University

Prince Sports is a racquet company that sells innovative tennis, squash, and badminton racquets. Prince is known for their many varieties of equipment as well as their new, innovative products. Prince invented the first oversize and long body racquets as well as the first synthetic gut tennis string. They were also the first to introduce the natural foot shape tennis shoe.

Social Networking along with break-through technology have worked in favor of Prince
Sports as well as segmenting and customizing racquets for specific players. They have custom racquets with shorter, slower strokes, moderate-to-full strokes, and longer, faster strokes.
In 2012, Prince Sports filed for bankruptcy protection due to competition from competitors that were better equipped. Prince blamed the increased competition as well as the downturn in the economy as reasons for their downturn as well.

In order to help grow the tennis industry, Prince can sponser tourniments at kid’s summer camps, donate raffle tickets for a free racquet, and even create a line specifically for women that might include racquets as well as sports clothing and shoes. In order to reach recreational and junior players, Prince can can hold in-store demonstrations, use web advertisments as well as social media. Prince can use wall displays, utilize in-store circulars, and sponser professional players to market their product within mass merchandisers as well as specialty stores. In reaching global markets, Prince should first determine the market size as well as the expected growth for their products. They need to determine what competition they may be facing and the cost of marketing in another country and if this sport is compapatible within that country. A few countries that meet this criteria are Germany, Australia, and France. Prince can use marketing strategies such as sponsoring professional tennis players, personal selling, social media, displays, demonstrations, mail circulars, and promotional sales.

Prince has proven to be successful by restructuring and innovating new lines of racquets as well as inventing new products. Prince created a racquet selector app that is a 6-question interactive survey. After compleing the questionnaire, individuals are given a number that corresponds with a unique power level assigned to every Prince racquet. That number is then matched up with a racquet that would ideally suit a player’s needs, thus, personalizing the user experience. This is just one of many innovations Prince has utilized to becomeone of the largest racquet sports companies.

Marketing, Kerin, 11th edition, “Prince Sports, Inc.”

Sporting News, March 3, 2014 http://www.sportingnews.com/sport/story/2014-03-03/sports-technology-prince-tennis-world-tennis-day References
Kerin, R., & Hartley, W. (2013). Marketing (11th ed.). New York, NY: McGraw Hill.

(Remember to delete this paragraph.) Make sure that you provide appropriate citations in APA style. The text is provided as an example and should be kept in your paper. Feel free to add other resources. Remember to cite all the sources that you used to write this paper. References you have used should be included in alphabetical order by the author’s last name.

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