Marketing Analysis of Washburn Guitar
Case Study of
Washburn Guitars: How Much Is the Maya Worth?
Introduction
Background of Washburn guitar:
“Some stories demand to be told. Others are simply content on being heard. Hearing through music, through lyrics, through a cultural revolution, this is the story of Washburn Guitars.” (the history of Washburn, 2009)
The Washburn guitar company started making guitars in 1883 in Chicago. The factory would later be involved and located near a musical movement in Chicago in the 1920s. The history of Washburn Guitars is the history of a wide range of musicians, from blues players to emerging guitar virtuosos. It is a history that can be heard and experienced every time you turn on the radio or listen to a live performance. It is a history built by skilled craftsmen and musicians who share one common love–a passion for the guitar. The whole list of Washburn endorsers is very lengthy, and a lot of notable artists have their signature Washburn models. For example, Dan Donegan Signature Model (2003): Maya Series for Disturbed guitarist Dan Donegan named after his daughter. (the history of Washburn, 2009)
At present, Washburn continues to be a consistent leader in combining design, innovation, and technology to deliver the rich, bold sounds for a vast musical landscape. And they have been gaining much recognition in recent years. More and more bands have been playing Washburn guitars. (the history of Washburn, 2009)
About the Case study:
The Maya series is one of the models that Washburn manufactured, which is also one of the most recent, used and endorsed model, such as Donegan, the lead guitarist for the rock band Disturbed. (The Making Of Dan Donegan's Guitar "Maya" , 2007) Maya series are usually priced in the range of US$799.90 to US$4999.90, with a most expensive one at US$5399.90, which is the Donegan signature model. (Domestic Retail Price List, 2009) It’s not hard to say that Maya series is at the upper end of the guitar price range. Washburn believes that
Washburn Guitars: How Much Is the Maya Worth?
Introduction
Background of Washburn guitar:
“Some stories demand to be told. Others are simply content on being heard. Hearing through music, through lyrics, through a cultural revolution, this is the story of Washburn Guitars.” (the history of Washburn, 2009)
The Washburn guitar company started making guitars in 1883 in Chicago. The factory would later be involved and located near a musical movement in Chicago in the 1920s. The history of Washburn Guitars is the history of a wide range of musicians, from blues players to emerging guitar virtuosos. It is a history that can be heard and experienced every time you turn on the radio or listen to a live performance. It is a history built by skilled craftsmen and musicians who share one common love–a passion for the guitar. The whole list of Washburn endorsers is very lengthy, and a lot of notable artists have their signature Washburn models. For example, Dan Donegan Signature Model (2003): Maya Series for Disturbed guitarist Dan Donegan named after his daughter. (the history of Washburn, 2009)
At present, Washburn continues to be a consistent leader in combining design, innovation, and technology to deliver the rich, bold sounds for a vast musical landscape. And they have been gaining much recognition in recent years. More and more bands have been playing Washburn guitars. (the history of Washburn, 2009)
About the Case study:
The Maya series is one of the models that Washburn manufactured, which is also one of the most recent, used and endorsed model, such as Donegan, the lead guitarist for the rock band Disturbed. (The Making Of Dan Donegan's Guitar "Maya" , 2007) Maya series are usually priced in the range of US$799.90 to US$4999.90, with a most expensive one at US$5399.90, which is the Donegan signature model. (Domestic Retail Price List, 2009) It’s not hard to say that Maya series is at the upper end of the guitar price range. Washburn believes that
Bibliography: The Making Of Dan Donegan 's Guitar "Maya" . (2007, June 17th). Retrieved May 2, 2010, from Youtube: http://www.youtube.com/watch?v=LeF2-jsYkAQ Domestic Retail Price List. (2009). Retrieved May 2, 2010, from Washburn Guitars: http://www.washburn.com/images/stories/documents/catalog/WashburnPriceListSummer2009retail.pdf the history of Washburn. (2009). Retrieved May 2nd, 2010, from Washburn Guitar: http://www.washburn.com/about-us/history/washburn-history.html Delaney, L. (2004, December 16). 20 Factors to Consider Before Going Global . Retrieved May 2, 2010, from Entrepreneur: http://www.entrepreneur.com/growyourbusiness/internationalexpansion/article75138.html Kurtz, D. L., & L, B. (2008). Contemporary Marketing. In D. L. Kurtz, & B. L, Pricing strategy (pp. VC-21). Mason: Thomson South-Western. McTaggart, D., & Parkin, M. (2007). Economics. Australia: Pearson Education. von Schaper, M.-L. (2010). History of Rock in China . Retrieved May 1, 2010, from Rock in China: http://h1753510.stratoserver.net/wiki/index.php?title=History_of_Rock_in_China# W.Pride, G. Elliott, S. Rundle-thiele, D. Waller, A.Paladino, O. Ferrell. (2007). Marketing core concepts and application.Chpter 10 Pricing Fundamental,(pp. 278-279). Brisbane: John Wiley & Sons.