For the musician who loves what they do, it’s the power, precision, innovation, and history that asks you, “are you experienced”?
Marketing 320 (002557)
Michael B. Zeibell
C.F Martin is a guitar company which has constructed acoustic instruments for 174 years. The company started when Christian Frederick Martin moved from Germany to New York City in 1833 with the dream of producing acoustic guitars. On 196th Hudson Street his dream became reality, and Martin guitars were being constructed. Because of the weak music industry in the 1830’s, Martin grew through a variety of distribution agreements and bartering. By 1873 the company grew from a one-man operation to over a dozen craftsmen. Currently C.F Martin has an 84,000 square-foot factory located in Nazareth Pennsylvania. That facility houses nearly 500 employees, and is responsible for standardizing more guitar designs and innovations than any other acoustic guitar manufacturer. And that is why I have constructed their positioning statement as, “for the musician who loves what they do, it’s the power, precision, innovation, and history that asks you, “are you experienced”?
C.F Martin competes in the music industry along with companies such as Gibson, Fender, Taylor, Larivee, and Breadlove. Martin’s market segment is completely grounded to the production of acoustic instruments, and targeting the musicians in which use them. The focus on this segment allows Martin to put all their energy into the acoustic category; un-like Fender, Taylor, and Gibson who branch off into the electric guitar category. Furthermore, Martin tightens its market niche to hand selected wood; solid-body acoustic guitars. That niche is directed towards professional musicians and or amateurs who are looking for the best instrument in all the guitar categories. The categories constructed by Martin are influenced by two main external factors; the psychographic personality...