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, and have become an important, but small (compared to the traditional racquet) part of the market.
Racquets depend on high technology to achieve their perceived superiority in the market, and technological innovation extends to both the widebodies (which offer a larger area for hitting the ball) and the traditional racquets, which have a smaller head. Racquets can be made from kevlar or homologous graphite, with asymmetrically tapered beams and reaction balance systems, all of which is de...