Directions

Mini-case studies: The students are expected to  answer the questions associated with the case. These questions are  intended to elicit thoughtful reactions to contemporary marketing  strategy initiatives and challenges. The students are expected to  carefully read the assignment instructions, then thoroughly and  explicitly address each component of the corresponding case study  questions.

The responses should reflect higher level cognitive processing  (analysis, synthesis, and evaluation), which is essential for someone in  any industry, as marketing decisions affect all levels and stakeholders  within the organization and in the external marketplace/marketspace.

There is no minimum number of references that need to be utilized to  support the completion of this assignment; however, it is generally  understood that any good case study analysis will incorporate the  appropriate quality and quantity of scholarly sources to support any  suppositions and recommendations.

The submission will not exceed four (4) pages in length, excluding the title and references pages.

The document must adhere to the APA writing style.

Finally, the document should be prepared as a Microsoft Word document and uploaded to Submit Assignment.

Case Study: Prince Sports Inc. – Tennis Racquets for Every Segment

1. Read the case on pages 260-262 in your text.
2. Watch the video supplement to the case at link: kerin.tv/13e/v9-4 (Links to an external site.)Links to an external site. 
3. Respond to the following case question. (Disregard the questions in the text.)

   Prince Sports is looking to increase sales of it tennis products  and gain market share in both the domestic and international markets.  Your marketing firm has been retained to assist the company in  developing a marketing plan to achieve its’ directional strategy. The  following should be taken into consideration prior to constructing the  plan: 21st century trends in the environmental forces  (social, economic, technological, competitive, and regulatory) that work  for and work against the success of Prince Sports in the tennis  industry; possible promotional activities the company can use to reach  recreational and junior players; actions Prince Sports can take to gain  broader distribution and sales in mass merchandisers and specialty  tennis shops; and criteria for selecting countries and actions Prince  can undertake to reach these foreign markets.