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Prince Sports: The Impact Of New Technology In The Tennis Industry

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1-R- In today's marketplace, the success of a business depends partly on his capacity to manage through its marketing program the environmental forces for taking advantages of potential opportunities and also minimize threats. Companies that ignore the external factors set themselves up for failed marketing and will lose revenue that will affect their profits. Some businesses rely on environmental scanning ( the process of acquiring information on events outside the organization to identify and interpret potential trend(Roger A. Kerin and Steven W. Hartley) that will allow them to know for example the way that consumers behave, the impact of new technology, etc. Environmental trends flow from five sources: Social - Economic -Technological-Competitive …show more content…

Business' owners should always find out ways to use technological changes for new services and emerging markets. Prince Sports is known for its history of innovation in the tennis industry. Apparently, the equipment plays a fundamental role in a player's performance. Based on that, Prince Sports invented the first ''oversize'' and ''long body'' racquets, the first ''Natural Foot Shape ''tennis shoe''. Also, they used an O3 technology which solved the inherent contradiction between racket speed and sweet spot. As underlined in the video case ''Never before had been racquet designed that simultaneously delivers faster racquet speed with a dramatically increased sweet spot(the middle of the frame in a racquet that gives the most power and consistency when hitting). They also have the O3 platform called EXO which is designed to suspend the string bed from the racquet frame for increasing sweet spot to 83% by decreasing frame vibration to 50%. Technology will allow Prince Sports to keep the track by making more changes to improve players performance and be more competitive. Moreover, social media are also playing an important role in Prince Sports success because through social networks Facebook, Twitter, etc. they could reach the younger generation and launch an advertising campaign.
b) On the other hand, the environmental forces could threaten Prince Sports success. Although economic creates opportunities, it may also present some threat to business. For example market fluctuations, recessions, unemployment rises will impact Prince Sports growth negatively. In an economic crisis, customers spend less money for entertainment and

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