case study on ted uk limited

TED UK LTD

2006 TABLE OF CONTENTS

Background 3

a ) Positioning Map 3

b ) Segmentation , Targeting , and Positioning Strategies 6

Analysis of Ted UK Current Product Range based on the Boston

Consultancy Group Matrix 8

Pricing Strategy 11

Sales Forecasting 14

Conclusion 14

References 15

Background

The primary research analysis involves 500 respondents from London who participated in a survey handed out in various tennis clubs in the city Of the 500 respondents , 274 or 55 were male , while 226 or 44 were female

. Of this sample , 6 respondents were under 15 years of age , 29 were between 15 to 18 years old , 99 were between 18 to 25 years old , 66 were between 26 to 35 years old , 100 were between 36 to 45 years old 130 were between 46 to 60 years old , and 70 respondents were over 60 years old

a ) Positioning Map

A positioning map is crucial to communicate consumer perception of Ted UK Limited in relation to its competitors . Positioning is all about perception , and products or services are mapped together on a positioning map in to compare and contrast them in relation to each other (Marketing Teacher , Positioning ' 2000 . In other words , a positioning map would allow Ted UK to compare its products with that of its competitors

80 of males under 50 perceived Ted UK 's racquets ' composition to be old-fashioned , 15 were indifferent , and 5 were happy to try something new . 90 over 50 were indifferent . Not one respondent viewed the Ted UK racquets ' composition positively . Of the 500 respondent , 300 showed they strongly disagree that the new racquets by Ted UK were fashionable On the other hand , 80 of the women indicated they weren 't concerned with the composition of the racquet , while 15 of the women were indifferent . 100 of the women the non-wood mix . In terms of consumer perception on the shock absorber for the Ted UK racquets 90 of males under 50 thought it was a good idea , but at the same time felt it was some gimmick . 95 of males over 50 were interested in the perceived benefit of the shock absorber , with 85 of women generally perceiving this innovation in a positive way . 80 of all respondents both male and female , the oversize head to the standard size while 15 was indifferent , and 5 the standard size head

Consumer perception of Ted UK apparel was that the colours were too wacky and too loud . The consumers felt that the apparel range did not personify Ted Perry who has always been embodied as the true English gentlemen . 75 of the male respondents expressed the view that they loose fitting clothes in conservative colours . Women on the other hand felt that the apparel did not reflect the needs of tennis players in terms of technological advancements in materials such as Lycra or spandex

The male respondents felt that the Ted UK tennis shoes were functional but devoid of personality . The women felt the...