Prince Sports

Case Study MKT 113

Tanya Morrow

Southern New Hampshire University

In the 21st century, Prince Sports is trying to stay ahead of its competitors with providing tennis racquets to all segments. Prince Sports is using social networks and social marketing to attract younger customers. This is a case study of Prince Sports product marketing and sales in the 21st century.

Trends that have worked toward success were technology, and social media. Many consumers rely heavily on social networking and technology to find out the latest and greatest products, as well as online shopping (Kerin&Hartley, 2013).

Competition and the economy have worked against the success of Prince Sports. Increased competition from other stores and the downturn of the economy has a significant effect on sales and consumer spending. For the past few years most consumers have been using discretionary spending causing a decrease in sales for Prince (Kerin&Hartley, 2013).

Sales for Prince Sports depends heavily on the growth of the tennis market. In order to promote tennis playing in the United States, Prince could offer a discount for school purchases or even donate racquets to area schools. They could also sponsor a tennis team,and hold tennis tournaments in order to promote tennis playing.

Promotional activites Prince might use to reach recreational and junior players are social media, internet advertising, school sponsors, or hosting junior level tournaments (Kerin&Hartley, 2013). Prince would need to promote activites that recreational and junior players are interested in or strikes their attention. Promoting such programs might help Prince with advertising and increased sales.

In order to gain distribution and sales in mass merchandisers like Walmart, Target and specialty tennis shops, Prince should have their products in sales ads and circulars. Sale ads and circulars is a good way to advertise racquets sold by Prince. Also, Prince should offer...