Tennis World's E-Commerce Marketing Plan

April 2003, marketing executives at Prince sports realized the importance of updating their website to increase more traffic, stay up to date with designs and ensure their users have a positive experience when visiting. Once these changes were made, through their website, princesports.com, they were able to communicate educational information including tennis tips, information about products and industry news. When first entering the site, a person can choose from tennis, prince squash, ektelon racquetball or viking athletics. Anyone interested in

2. Segmenting the tennis market: A new breakthrough technology allowed company the ability to divide a new product on three different lines: Performance, Recreational and Junior. This essential break down allowed targeting different consumer demographics by

Harrison Kirby, owner, and operator of a local golf course and pro shop is looking to expand his customer base. Golf is a highly competitive industry; the current total of courses in the United States is 15,372. (GamesEnduranceCFL et al., 2016). Mr. Kirby feels that he can best expand his business through an e-commerce website. Mr. Kirby’s goal is to integrate the site into all aspects of the golf course and pro shop by selling merchandise and offering online scheduling of tee times. Approximately 71% of all shopper’s shop online looking to get a better deal and nearly 80% of the U.S. population has made an online purchase. E-commerce factored to be 7.5% of all retail in the country for the fourth quarter of 2015. ("E-commerce Statistics All Retailers Should Know | TrueShip," 2016).

1. Cultivating Technology to meet player’s needs. Prince Sports, Inc implemented a new technology progress in order to solve the main problem that most of tennis racquets had: contradiction between racquet speed and sweet spot. This new concept became essential after a meticulous work in gathering information about general consumer’s needs. Marketing team has reached out to a younger generation though different channels of social media and social network such as Facebook, be it Twitter, MySpace and then internationally, High Five and Orchid (Video Case 9) to understand what type of technological breakthrough will satisfy potential customers’ need. Prince Sports, Inc Marketing team work directly with R&D team to combine and collaborate marketing knowledge and technological ability. Together these two teams have created an evolutionary O3 technology with a 24 percent faster swing speed than traditional frames. The explanation of why their technology works better than other brands is pretty simple: “The secret is in the holes”. Like all world-changing innovations, O3 technology is based on an ingeniously simple idea. By replacing traditional pin sized string holes with massive O-ports, Prince Sports created a class of racquets that move through the air faster for increase power and greater control. (Tennis Express, Online Store, http://www.tennisexpress.com).

The procurement section of Target’s supply chain is an essential part of how it replicate costs to customer requirements. The overall affiliation between customer fulfillment and the supply chain are closely linked to products that are designated based on benchmarks that have been appropriately matched to target costing structured with market criticism and feedback provided. When focusing on purchasing products to sell to customers, the organization selects and processes the best option that best matches Target’s

Overview. Harrison Kirby is the proud owner of a local golf course and pro shop. His shop consists of approximately 150 different products that are available to the public. Kirby has expressed his need to bring his brand up-to-date with the current trends of technology. Through research and development, Kirby has been advised on how to achieve an e-commerce shop with the ability to schedule tee times online and communicate through social media. In doing so, this will allow clients to not only continue giving Kirby business, advertisement will open up the door for his clientele to grow.

1. The entire product was built based on customer needs that were identified by querying an extensive network of sales and marketing industry professionals. While MarketSoft used an elaborate LP language to ensure that what they heard translated to all of

Significant investments have been made by MF&L that arguably are capable of satisfying the future demands of the growing company. Multiple platforms were integrated to form a solution that addressed many of the issues faced in the early 2000’s. Their

One last issue ACME is facing involves the integration of demand and supply. ACME business strategy has followed a traditional approach, selling product through a giant telecommunications monopoly (ATC). While the telecommunications environment has changed, they have not reacted proactively. They seem to lack the development of a supply chain capacity that matches all the newly created demand coming from mass merchant buyers and department stores.

1. Target Market Selection – Who is to be serviced needs to be determined. Target heavy users, all users, or even what age and gender to focus on.

Big range of quality sports product apparel being sold by Sports Direct retail partners had been given by the site to the customer to access to. From their extensive online catalogue, customer can arranged to have delivery to customer house or wherever the customer want. They only need to key in their address to the website after purchasing a product.

We have carefully identified and selected our target market based on demographic, psychographic, and behavioural segmentation.

As an intern the following assignment was proposed as a means of establishing an E-Commerce business in the golfing industry, while being cost effective for the client.

The company main customers include Dick’s Sporting Goods, Sports Authority, and Eastbay (Market Watch, 2013). Over 90% of net revenue are generated from its wholesale distribution. It also considers its direct selling as a competitive advantage. E-commerce platform is currently growing and trendy thus, it expects to grow its sales through online shopping or e-tailing. Providing customized and personalized products can lead to a niche market to compete well with other major players like Nike (Riley,

In terms of Customer, I as the marketing manager have selected the target market as following firstly The Harried Assistants, second, The High-Tech Managers,