Submitted by: Submitted by lilangel4824
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Words: 1629
Pages: 7
Category: Business and Industry
Date Submitted: 01/21/2015 07:36 AM
Running head: EXPLORING MARKETING CONCEPTS 1
Exploring the Different Marketing Concepts That May Keep Prince Sports Inc. Ahead of the Game.
Jenna Poules
State University of New York
Empire State College
EXPLORING MARKETING CONCEPTS 2
Prince Sports Inc. is an international brand of athletic equipment specialized for several different sports such as tennis, squash, badminton, and racquetball. Founded in Princeton, NJ in 1970 by Bob McClure, Prince Sports started out by engineering the first automatic ball pitching machine (“Founded in 1970”, 2014). In 1976, the company branched out by manufacturing the world’s first oversized racquet (“Founded in 1970”, 2014). Having been in business for over 40 years, Prince has had to grow with the times in terms of both product development as well as marketing concepts in order to have the ability to rise above its competition. Rapid changes in the market place such as economic uncertainty, a competitive market, and a growth of social media have a direct effect on the way that companies sell their brand and image. In order to have the knowledge to effectively increase their sales and customer base, research into what consumers want and need is key.
In the 21st century, there are many trends in the environmental forces that are going to work both for and against Prince Sports. Cultural changes in our society have led people to become more mindful of their health than ever before. An increased amount of the public are now participating in sports in an attempt to stay active and fit. This is working in favor for Prince as studies have shown that the amount of individuals partaking in tennis has increased by 43 percent (Hartley, Kerin, & Rudelius, 2013 p.240). The changes with technological advancement and the growth of social media sites has also worked for Prince as it allows another avenue for marketing and gaining new customers. With websites such as Facebook, Twitter,...