The Practice of Tennis Racquets

Monday March 23 2015

Marketing - Professor Orgasian

Case Study chapter 8 - Tennis Racquets

Four Questions on Page 193

Question 1 - In the 21st century what trends in the environmental forces (social, economic, technological, competitive, and regulatory) (a) work for and (b) work against success for Prince Sports in the tennis industry?

If we are going to compare and contrast trends in the environmental forces, we have to understand and recognize not everything works. That isn't always a bad thing though, this means before a company gets too deep into a product, they can pull the reigns back and figure out a better more productive way to approach the sale. The best way for me to tackle this question would be to go through the separate environmental forces (social, economic, technological, competitive, and regulatory)

Social forces is the demographic characteristics and the culture of the population. This means Prince Sports wants to find their target audience and zone into why they would want this product. The first thing that comes to mind is tennis is a great way to stay in shape. It is a sport that without even realizing you are getting a workout because the players have fun either as just a pastime or competitive. Another positive is that at any age anyone or almost any handicap can pick up a racquet and play. This acts as a great socializing tool or ice breaker if necessary.

Unfortunately tennis isn't played all over the country. There are some areas where tennis courts are not as abundant as other parts of the country. Also many people don't want to up and learn tennis as much as some other traditional sports. I compare this to vegetables. If someone thinks they will not like it most likely they won't try it.

Economic forces pertains to the income, expenditures, and resources that affect the cost. This is intriguing to a possible participant because technically all you have to do is pick up a tennis racquet and a ball, then begin to play. Also because its a great pickup sport you see places like the YMCA and other types of gyms carry courts in their establishments. This is a great way for new interested players to learn the game.

On the flip side of the same coin someone with a lower margin of income might be less interested in spending their hard earned money on a newer racquet and tennis shoes. Someone getting into a new sport money is always an issue because there is the pressure they may not return to the sport.

Technological forces is the invention or innovation from applied science or engineering research. Prince Sports is always finding ways to improve ways to better their racquet. Finding better strings and lighter metal for the frame. This is good because for the hardcore player they are always trying to find a better way to up their game.

Unfortunately when a tennis racquet comes out and the price is too high, the consumer may not want it because of price issue, or they have a racquet they already have and enjoy. Also maybe a casual tennis player isn't looking for the highest end racquet to play with so this is another reason why it is bypassed.

Competitive forces is the alternative company that could provide a product to satisfy a specific market’s needs. There are a lot of companies out there that want to take away Prince Sports title at being the number one seller right now of tennis racquets. Fortunately Prince Sports keeps a close watch at what goes on and continues putting out top notch products the consumer is looking for.

Like everything there is always someone trying to outdo the next person. Tennis racquets are no exception to the rule. Either other companies trying to take the market or even other sports that sell their sporting product during the same season making the consumer have to choose what they would rather play. This separates the consumer into different target audiences.

Regulatory forces is restrictions of the product. This is the length Prince Sports will go to push out what they can out of their product and lock up any patent they can.

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