You are a sales representative with Green Guitars, a manufacturer and distributor of high-end guitars. You have
Question:
You are a sales representative with Green Guitars, a manufacturer and distributor of high-end guitars. You have booked an appointment to see Summery Musical Instruments, a potential new customer.
Your company, Green Guitars has been in business for 17 years:
· Manufactures and sells higher-end guitars that cater to professional guitar players and serious amateurs
· Green Guitars are used by top musicians in the business
· Guitars are constructed with the highest quality materials and have the best sound
· Has strong branding presence in print media, especially guitar and music magazines
· For 5 years in a row, voted favorite brand in annual String & Pick Magazine poll
· Specializes in guitar repairs and refurnishing, does customizing of guitars
· Organizes guitar workshops and autograph sessions with celebrity guitarists at music stores
Your main competitor is Lucky Guitars who have been in business for 6 years:
-Manufactures and sells mid-range to low-end guitars that cater to casual guitar players
-Lucky Guitars are endorsed by some celebrity guitar players in advertisements, but they do not use Lucky Guitars themselves
-Guitars are adequately-constructed with average sound
-Has a strong branding presence in print media, especially guitar and music magazines
-Organizes guitar workshops and autograph sessions with celebrity guitarists at music stores
Your research indicates that Summery Musical Instruments has been in business for 10 years:
-Sells mid-range to low-end musical instruments
-The guitar section of the store is the most popular and takes up the most floor space
-Has the image of being "your community music store" - very casual décor and service
-Knowledgeable and relaxed staff who are also music fans
-Marketing through ads in local newspapers, flyers
-Is located in a small city with a population of 100,000
You did more research and found out that Summery Musical Instruments has two main competitors in town. They are:
Stanley Musical Instruments
-In business for 11 years
-Sells lower-end musical instruments for amateurs and beginners
-The guitar section is relatively small and takes up only a small percentage of floor space
-Has the image of being a discount music store for people who aren't that serious about their instruments but want the most bang for their buck
-Marketing through ads in the local newspaper
Leiza Department Store
-In business for 8 years
-A department store that has a musical instrument section with guitars
-Sells mid-range to low-end guitars for amateur guitar players
-Is a mid-priced department store that offers a little bit of everything for everyone
-Marketing through flyers and newspaper ads
Tasks:
-Next steps (what commitment do you seek)
-Company research
-Industry and Target Market Research
Supply Chain Network Design Applying Optimization and Analytics to the Global Supply Chain
ISBN: 978-0133017373
1st edition
Authors: Michael Watson, Sara Lewis, Peter Cacioppi, Jay Jayaraman