The electric guitar marketplace is both enticing and daunting for a small-scale business - a multi-billion $US sector that has grown almost continuously since the 1960s, but where rivalry relies as much on picture as on material. While Asian manufacturers or branded imports control the low and mid-priced market, players that are serious and collectors seek high end branded or handmade instruments that can be resold with just modest loss. To augment collector value, high-end guitar makers constantly change components, making short-run series with unique characteristics (frequently specified by "name" musicians and sold under their signature).
For established brands, classic instruments, and handcrafted instruments, guitars that are used may sell for their first purchase price or surprising multiples the value of some pieces rises after just ten years. From this standpoint, seasoned buyers can make essentially risk free purchases.
Reverend Musical Instruments Playing a Different Tune (A) case study solution
PUBLICATION DATE: October 29, 2007 PRODUCT #: INS346-PDF-ENG
This is just an excerpt. This case is about SALES & MARKETING
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