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Analyzing Market Segment Opportunities
Pages 3 (753 words)
Mass merchandisers of tennis racquets such as Wal-Mart and Target already have a brand name in which they trade in. This brand name enables these stores to market their products with or without the support of the company in question.
Recreational Tennis Players play tennis for fun with their families and friends, say at clubhouses, at homes, at schools, and other private tennis instillations. Therefore, these players do not have the ability to go for the most professional racquets for playing the game. Most of them merely settle for any racquet that can enable them play and enjoy the game. However, other recreational players are staunch lovers of the game. They do not play tennis professionally because they have other priorities in their lives, e.g. as professionals in other fields such as medicine, business and finance (Lipsey, 2006). Nevertheless, these players put all their efforts during free times to play tennis both professionally, i.e. in small local tennis leagues or with friends, and for fun. Consequently, they are more particular about the racquets they while playing tennis. In this case, they are always willing and able to part with a significant amount of their income to purchase a good tennis racquet. Prince Incorporation can reach out to these recreational players through social media sites such as Facebook and Twitter. Social media sites are the most common place where these players converge to read news about their favorite tennis players and their performance in various league games. They prefer emulating their ‘tennis idols’ by using similar racquets as those used by professional players (Babin & Zikmund, 2012). (b) Junior players Junior tennis players are those players who are still in colleges and high schools. ...
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