Peter Sawchyn Case

External perspectives

Peter Sawchyn was in the business more than 40 years and he had seen affected change in customers’ consciousness of their instrumental options. When he had started his business, there was very few peoples who were aware of the option of handmade guitars, but now this option had grown even the large instrument makers had included the handmade choice to fulfilled the unique requirement of the customers. The growing demand of handmade instruments provides the opportunity of more buyers in the market but also the threat of bigger competitors of the company who might elected to offer handmade guitars. This threat would create a potential loss for Sawchyn Guitars company who already struggling with high demands. During the past, several years the Canadian dollar went up in comparison to United State dollar due to economic and environmental changes. While the U.S. had more strict import rules on exotic wood and décor
The company produced custom handmade guitars and mandolins with detailed process which were very rare to find. Also over the forty years of constructing instruments Peter had developed rare ability to produce the instruments that deliver unique sound to meet individual customer requirements. In addition to that, the company produced CNC-free instruments, which means all wooden parts of the instruments were fully made by hand. This is a detailed process in which each step of the construction carried by the individual customer requirements. While other stringed instrument makers used computerized machinery to increase efficiency and gave special importance to exterior decoration and appearance of an instrument. The competitive advantages of rare ability with superior value to produce handmade custom CNC-free instruments will helps the company to create a strategy for differentiation enabling it to compete within the context of its