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Scenario MKT 113 - SECTION: Prince Sports, Inc. Southern New Hampshire The case study is based on the fact that there has been increased change globally and that social media and social marketing has enabled Prince Sports to reach the younger consumers. Prince Sports sells racquets for badminton, tennis, and squash along with bags, footwear, apparel, tennis balls and other accessories. Prince Sports has been benefiting from the development of the increased participation on tennis and has been focusing on meeting the needs of the tennis players at all levels.

Prince Sports being part of the larger tennis industry should incorporate segmentation to promote tennis playing. The basic reasons that necessitate the division of the market into tiny segments include easier marketing; this simply indicates the fact that it is easier to address the various needs of the smaller groups of consumers, specifically if they have several characteristics that are common (Henry 2011). Further, it helps in finding the niches that simply means that when the un-served or under-served markets are recognized.

Segmentation will help Prince Sports be efficient which simply means efficient use of the marketing resources through focusing on some of the best segments for the offering such as promotion, product, place, and price (Kotler, 2009).Prince Sports engages in different activities to reach junior players. It appreciates that all the players have different level abilities and skills. Therefore it markets its products in three distinct segments that include recreational line, performance line, as well as junior line.

Prince Sports solved the existing contradiction between sweet spot and racquet speed through the implementation of O technology; but it faced several complexities in converting the technology into racquet with the physical features that would satisfy the needs of the players. Moreover, Prince Sports has its channels of distribution in terms of mass merchants such as Walmart and Target, specialty tennis shops and sporting gods chains. Prince Sports uses different promotional activities currently.

Prince Sports focuses on the advertising of its distribution channels and products, online marketing, as well as investing in the teaching programs so as to help consumers understand product information. Inddeed, Prince Sports is actively using social networking sites like facebook, twitter, among others to promote its products. Further, it sponsors over professional tennis players to assist in promoting the products. However, it should be aware of the challenges of technology as it incorporates it in the promotional strategies.

Prince Sports has been successful in its marketing indevours. In fact it has been able to reach majority of the stakeholdess. With the market segmentation and the use of social networking sites, it will definitely reach a wider range range of the target grouos. Nonetheles, Prince Sports should ensure that the challenges that comes with technology is adequateluy addressed to ensure it does not affect its operations. ReferencesHenry, A. (2011). Understanding Strategic Management. Edition ,Oxford: Oxford University Press.Kotler, P. (2009).

Marketing Management, Analysis, Planning, Implementation, Control. Prentice Hall International, Inc.Kerin, R. A., Hartley, S. W., & Rudelius, W. (2013). Marketing. (11th ed.). New York, New York: McGraw-Hill Irwin.