Wilson Sporting Goods
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Wilson is the leading manufacturer of sports equipment. There are three areas of the business; they are racquet sports, team sports, and golf. They are headquartered in Chicago. IL and employs over 1,600 people. Wilson Sporting Goods tennis equipment is what I am going to use to describe the marketing mix.
The marketing mix or the four Ps of marketing is used to make choices about bringing the product or service into the market. The four Ps helps define the marketing mix. The four Ps stand for; product (service), place, price, and promotion. There are also question that should be asked and answered to help define each of the elements that will help you know the marketing mix.
The first of the four Ps is product (service). Some of the questions that should be asked are:
What does the customer want from the product or service?
What features does it have to meet the needs?
How and when will the customer use it?
What are the looks of it?
What size and color is it?
What should it be called?
How is it different from other products?
I think that Wilson Sporting Goods did ask some of these questions when creating their tennis equipment. Wilson Sporting Goods offers everything from apparel, bags, balls, footwear, grips, rackets, strings, training equipment, and ten and under equipment. There are many things that Wilson had to take in accout for tennis players. I believe that they have achieved this by, manufacturing equipment to meet the needs of tennis players with varying skills levels. Beginner products are made with cheaper material and advanced players have more advanced and new technological materials.
The second of the four Ps is price. The questions for this are;
What is the value of the product to the buyer?
Is the customer price sensitive?
What discounts should be offered?
How will your price compare to the competitors?
I think that these questions were very important to ask when Wilson created its tennis equipment. I think that they had to take into account for every customer including the diehard tennis player to the beginner players. I think that they accomplished this by offering different price levels depending on the quality and the target customer. They offer beginner tennis players products for as little as ten dollars and then the price advances for the advanced players.
The third P is place. Some of the questions that need to answered are;
Where