Sporting goods companies
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Sporting goods companies manufacture equipment for the professional athlete, but most sales are to amateurs who play their chosen sport for fun or exercise. There are dozens of companies that range from small niche marketers to those that generalize and offer goods for a number of sports. Manufacturers of tennis racquets are no different. The market is characterized by some small manufacturers who only make tennis racquets, and by large companies, such as Wilson, that make a number of different items. There are hundreds of millions of dollars to be made in the industry, and an endorsement by a professional player can be significant. Such endorsements can merely be the sight of a champion using a specific racquet at a well-publicized event such as the U.S. Open or Wimbledon. This research examines tennis racquets, how they are marketed, and what three companies have done to position their racquets in the market.The tennis racquet market is divided into two main segments: widebodies and traditional style. Wide-body racquets are designed to help players extend their reach and have a larger head (the area that comes in contact with the ball). They are harder to control than traditional racquets, and have not yet become popular or well accepted by professional players. Some amateurs appreciate the increased ability that the racquets offer, and are willing to sacrifice control for reach. These racquets were introduced in the late 1980s, an
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p and Yonex. Wilson and Dunlop manufacture other products (Wilson in sporting goods and Dunlop is a tire manufacturer, as well). Each of these three manufacturers produce power and control racquets as well as widebodies. However, segmentation can be viewed by looking at a specific racquet that each company produces:
Company
Product
Segment
Yonex
RQ-380
Wide Body Power
Wilson
Hammer
Traditional Power
Dunlop
Revelation
Wide Body Control
Each of these companies has targeted a different audience for these racquets. Yonex has targeted the amateur who is interested in power and who wants the technology and reach of the wide body racquet to get that power. Dunlop recognizes that the wide body is popular with intermediate and even strong players, and has used technology to introduce what it believes is a wide body racquet that offers superior control. Wilson's Hammer is a traditional style racquet that also uses high technology to offer superior control to the casual player.
None of these racquets targets the new or novice player as its primary audience. These players are unlikely to invest the money that these racquets require (upwards of $200), and are equally unlikely to appreciate the technology that has go
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Some common words found in the essay are:
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Approximate Word count = 2577
Approximate Pages = 10 (250 words per page)
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