Business Studies
First, read Case Study #9 on Prince Sports, Inc. (Marketing Text: pg. 239).
Then, read the summary below and complete a written analysis of 4-6 pages. Review the Case Study Guidelines and APA Citation Format document for more information.
Prince Sports Case Summary:
As described on its website, New Jersey-based Prince Sports “is a company of racquet sports enthusiasts whose goal is to create cutting edge, functional, and technically advanced products that deliver performance benefits for avid players.” *
The Prince Sports portfolio of brands includes Prince (tennis, squash, and badminton), Ektelon (racquetball), and Viking (platform/paddle tennis). Its complete line of tennis products includes more than 150 racquet models; more than 50 strings; over 50 footwear models; and countless types of bags, apparel and other accessories.
Prince has a history of innovation in tennis—including inventing the first “oversize” and “long body” racquets, the first “synthetic gut” tennis string, and the first “Natural Foot Shape” tennis shoe. To remain the market leader, Prince Sports must continue to develop key innovations to meet the needs of all market segments of tennis players.
Prince Sports wants to exploit a favorable trend—the dramatic growth in tennis participation. For example, a recent study by the Sporting Good Manufacturers Association notes that tennis participation in the U.S. was up 43 percent from 2000 to 2008—the fastest growing traditional individual sport in the country.
*Source: http://www.princesports.com/
Write a 4 to 6 page analysis, assessing the changes in the marketing environment Prince Sports faces. Suggest ways that it can stay ahead of its competitors and future trends. Consider its target audience and distribution patterns.
General Instruction for Written Assignments
When you submit your written assignment, you may want to submit it as an .RTF file attachment, as these usually retain your formatting.