Martin Guitar Case Study

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Martin Guitar.

Martin guitar is the best guitar producers in North America. During the 2002 they sold about 77,000 instruments being a very successful company. C.F Martin guitar has high standards of musical instruments, but building a guitar that meet high standards require the best suppliers and products in order to produce them.
Now the company is facing a serious issue because the guitar production depends of natural wood product, but a lot of wood supply is vanishing.

Identifying the problem

Due the changing suppliers’ condition and the lack of new materials that give the same quality to their products he is wondering if he should change his business.

SWOT ANALYSIS
In order to help Crish we will analyze the company Strengths, weaknesses, Opportunities, Threats, and we will have a better understanding of the organization.

Strength: * Skills to build guitars * Good reputation | Weaknesses: * Lack of Resources * Cost * Environment | Opportunities: * Build good relationship with customers. * Explore new resources. * diversification | Threats: * Competitors * Cheaper resources |

Decision criteria
Quality 10
Cost 9
Innovation 6
Customers 7
Availability of resources 8
Environment 7

Alternatives: 1. Do nothing 2. Build a business with market segmentation by teaching classes building relationship with customer. 3. Go out of business and teach guitar lessons 4. Use cheaper materials

| Quality | Cost | Innovation | Customers | Availability of resources | Environment | 1 | 0 | 0 | 0 | 0 | 0 | 0 | 2 | 100 | 63 | 60 | 70 | 72 | 63 | 3 | 0 | 0 | 0 | 63 | 0 | 70 | 4 | 70 | 81 | 42 | 70 | 72 | 7 |

The best alternative based in weight allocation, is to develop its business based in market segmentation by teaching classes building relationship with customer. Martin guitar will develop three market levels Beginners, Intermediate, and professionals. In this way they will be

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