Business Strategy: Custom Precision Engineered Guitars
CPE GUITARS
Custom Precision Engineered Guitars
‘Taking a hobby to the next level’.
Executive Summary
We are a guitar manufacturing company. Currently, we are going to produce one guitar, ‘THE MULE’. We are marketing to sell a one of a kind steel bodied, cone resonator, 6-string acoustic guitar. We are custom making each guitar by hand in our machine shop in Michigan. The fully customized finished guitar will be delivered to the customer’s home in 10 weeks from the time the deposit is confirmed. If the customer chooses, they will have full access to promote their upcoming band performances via our social media outlets. We have a vision of expanding into making many different styles of guitars in the future. Vision Statement
We believe that we can make a significant contribution to the music industry by creating sounds that cannot be replicated, leaving a positive impression on everybody who hears our instruments.
Mission Statement
To help people enjoy life through music, we are on a journey to create the highest quality instruments to share with the world. We want everyone to enjoy the opportunity and to participate in creating, playing, and listening to the sounds our instruments make.
Target Markets (Segmentation)
We understand that our product is a niche market and we are going to market it to specific consumers. We are looking for guitars players who already own at least one guitar and are looking to add another guitar to their collection.
We are going to divide our market of guitar players into different subsets: those who are professional guitar players and those who are casual guitar players.
The professional and aspiring professional, since this player is already in a band, they own at least one guitar; we are going to focus on this group the most. We will suggest that our ‘Mule’ will offer a whole new sound to the band. We will concentrate our marketing campaign on the segment of bands that play mostly Rock and Roll, Rhythm
Custom Precision Engineered Guitars
‘Taking a hobby to the next level’.
Executive Summary
We are a guitar manufacturing company. Currently, we are going to produce one guitar, ‘THE MULE’. We are marketing to sell a one of a kind steel bodied, cone resonator, 6-string acoustic guitar. We are custom making each guitar by hand in our machine shop in Michigan. The fully customized finished guitar will be delivered to the customer’s home in 10 weeks from the time the deposit is confirmed. If the customer chooses, they will have full access to promote their upcoming band performances via our social media outlets. We have a vision of expanding into making many different styles of guitars in the future. Vision Statement
We believe that we can make a significant contribution to the music industry by creating sounds that cannot be replicated, leaving a positive impression on everybody who hears our instruments.
Mission Statement
To help people enjoy life through music, we are on a journey to create the highest quality instruments to share with the world. We want everyone to enjoy the opportunity and to participate in creating, playing, and listening to the sounds our instruments make.
Target Markets (Segmentation)
We understand that our product is a niche market and we are going to market it to specific consumers. We are looking for guitars players who already own at least one guitar and are looking to add another guitar to their collection.
We are going to divide our market of guitar players into different subsets: those who are professional guitar players and those who are casual guitar players.
The professional and aspiring professional, since this player is already in a band, they own at least one guitar; we are going to focus on this group the most. We will suggest that our ‘Mule’ will offer a whole new sound to the band. We will concentrate our marketing campaign on the segment of bands that play mostly Rock and Roll, Rhythm