Prince Sports has been improving the lives of people through tennis since 1970. With their innovative product design, vast line of products, and wide range of consumers. Looking at current trends one could suggest that Prince may want to consider new tactics/marketing schemes. Reach out to a larger global market look at how this may benefit them in the future. In the 21st Century Prince Sports really should consider the current trends in marketing and how they could work for or against their success in the tennis industry. Considering, as stated by The Wall Street Journal, “Prince Sports Inc., filed for bankruptcy protection as it struggles to compete with better-equipped rivals.” (Benoit & Gleason, 2012). It doesn’t appear as though they have an issue with the products they deliver, since undergoing new ownership they are truly trying to rejuvenate their products and name. As noted by Forbes, “Prince is launching an entirely new product collection in the final months of 2013, which is a non-traditional move for a tennis brand. It has used the US Open to announce its launch of an “ESP” (extreme string pattern) racquet technology, along with new racquets and bags, T22 tennis shoes and performance Prince Tour eye-wear.” (Heitner, 2013) Consumers like new technologies and innovations and if Prince can continue to endorse tennis “Super Stars” such as David Ferrer, “the current world number five” (Long, 2012). They should be able to gain the attention and interest of a “Junior Market”. By endorsing pro athletes and the use of social media, Prince could really speak to the younger generation and gain the interest of aspiring players. Social media can be harmful to company if consumers use it to write negative reviews related to products. The disadvantage to current technology, one disgruntled customer can spread a negative review to hundreds and thousands of people in a matter of minutes. Prince could try to hone in more on Families. Promote families to get outside, be active, and do things they can enjoy together. Even Grandma and Grandpa could join in the fun. We all know that the older population is growing fast, the number of baby boomers turning 65 rises every day. This generation is interested in staying active, and staying healthy. Marketing to this group could increase sales. Especially if combined with a “Value Brand” approach that is available at mass merchants such as Target and Wal-Mart. This value brand is the same great product that Prince delivers without all the fancy technologies that the pro athletes require. Products geared to the recreational/novice players. The product is offered at a much more affordable price which will entice families to engage in a less expensive activity that benefits everyone. Also, with the lack of technology novice players may find products more appealing. Sometimes innovation and technology can hinder a company. People want to just pick up a racquet and play and all the numbers and gibberish can be quite confusing.

When trying to reach global markets beyond the United States, Prince should really research countries where they are not the leading sales and why so they can determine how to exceed the current competition. They should also look at countries where tennis may be up and coming. Consumers in these regions may lack knowledge. Prince could be the first in and essentially gain a tremendous amount of growth. They should consider “head hunting" an aspiring pro athlete in the country they are trying to target. Endorsing an athlete from the area would help build their name and knowledge of the sport. This would then start the cycle to develop the sport and promote it to the “Junior Market” in another region.

In conclusion, Prince Sports has great products. They have had some financial challenges and yet, they have been able to rise above and continue to redesign and rejuvenate themselves. With some target markets in mind, the use of pro athletes and social media there is great opportunity for them to expand to a larger consumer markets.

References
Benoit, D., & Gleason, S. (2012, May 1). Prince Sports Files for Bankruptcy. In ThewallstreetJournal.com. Retrieved May 21, 2014, from http://online.wsj.com/news/articles/SB10001424052702304050304577377880911280286
Heitner, D. (2013, September 1). Prince Tennis Pushes New Brand Direction And Product Line As It Bounces Back From Bankruptcy. In Forbes.com. Retrieved May 21, 2014, from http://www.forbes.com/sites/darrenheitner/2013/09/01/prince-tennis-pushes-new-line-of-products-in-effort-to-bounce-back-from-bankruptcy/
Long, M. (2012, October 24). David Ferrer re-signs with Prince. In sportspromedia.com. Retrieved May 22, 2014, from http://www.sportspromedia.com/news/david_ferrer_re_signs_with_prince/