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Academic MBA Question:

NMIMS Assignments – Founded in 1946, and incorporated in 1958 in Japan, Yonex ( is a well-known brand and manufacturer of sports equipment for badminton, tennis, etc. Inspired by the success of PV Sindhu and Saina Nehwal in international badminton tournaments, Prakriti, a first generation entrepreneur founded ‘ABC’ in 2019 with a vision to build the first Indian billion-dollar brand in sports equipment and related products/services, and become No. 1 brand in the category in India by 2025. Prakriti has hired you as a consultant; review and analyze the Marketing Strategy of Yonex and its competitors in India, and provide recommendations on Segmentation, Targeting and Positioning Marketing Strategy for ABC in badminton rackets category.


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