Fender's Supply Chain Management

The world's manufacturing leader--Fender Guitar Company which was established in 1946, the full name of Fender Musical Instruments Corporation. In the past 60 years, Fender has become one of the hallmarks of the United States. The contribution of Fender sound's modern music development has already been spread in global and still continuing. Through the first to introduce the commercialization solid electric guitar, produced the first electric bass and numerous classic speaker. The style of Fender musical instruments includes jazz, pop, rock, country music and so on. Everyone from beginners to enthusiasts and even the world-renowned performers all can find the suitable musical instruments for them. Fender intends to position itself in the company not only a revered music industry name, but also a cultural icon (HREF 1). Fender Squier series of guitar, bass, speakers and other products combined with its full line of Fender acoustic guitar considering the price for focusing on musicians endurance offers a wide range of options. Long-term development by the inspired, Fender created a complete product line of professional-grade guitar and bass speakers. Fender has a series of pro audio, including complete portable sound systems, professional-grade audio equipment. Fender also provides a wealth of accessories, including strings, standard replacement parts, Fender logo strap, as well as casual wear. Fender set the assembly plant in Arizona Scottsdale; California Cornona; Tennessee, Nashville; Mexico Ensenada; London; Germany Dusseldorf; Paris, France and Gothenburg, Sweden. In North America distribution centre, Fender is the only distributor of electric instruments in the United States and Canada. They provided music equipment products from the main series to accessories. Fender's warehouse directly ships to more than 1500 musical instrument dealers who located in the United States and Canada.

2Fender's supply chain managementFrom 1946 till now, 60 years experience in

References: oansson,J2008,http://bsminfo.com/index.php?option=com_content&task=view&id=625&Itemid=147, accessed 15/05/2009Li, Y, Yu, J & Xu, L 2006, 3PLs in supply chain management, http://www.globrand.com/2006/18441.shtml, accessed 12/05/2009Rudnick, M 2008, Best Buy, Super-Regional See Major Gains in White Good, http://www.allbusiness.com/company-activities-management/sales-selling-sales/9341175-1.html, accessed 14/05/2009Weng, D 2006, 3PLs-The Breakthrough of Supply Chain Innovation, http://www.globrand.com/2006/40390.shtml, accessed 12/05/2009HREF 1: ww.fender.com, accessed 13/05/2009HREF 2: http://www.fender.com.au/prices.php, accessed 13/05/2009HREF 3: http://www.globrand.com/2009/226020.shtml