Steinway
Case: Steinway and Sons
Problem Definition:
Steinway ands Sons, with a 140 year history of making the finest pianos has witnessed management change and generation growth in its time. Many things changed over that period, but the image that Steinway was the brand for American and made the finest pianos remained untouched. In the current wave however, Yamaha and other piano makers were churning out good pianos off the assembly line and artists found them to be reasonable alternatives to the Steinway piano. Steinway had to decide whether to stand by its 100 year legacy and be viewed as the premium piano brand or whether to be pragmatic and revise its positioning with an affordable range of pianos.
Recommendation: To sustain itself in the future, Steinway will have to remain connected with the customer by working on The Boston Piano line of products. It will have to revise its positioning as the ‘Affordable- Top Quality Steinway for students in music schools, young artists and schools engaged in developing their talent who are beginners , learners and will consequently upgrade to a Steinway Grand piano and are often first time purchasers.
Boston Piano continues to offer the same Steinway -high quality, elegant sound and that is also affordable and accessible to all because it is made with uncompromised quality by another reputed piano maker. The brand character is affordable finesse.
Basis for recommendation:
Unique features: Steinway has to its credit certain unimitable advantages which should be leveraged in its Boston Line introduction:
*They were pioneers in Piano technology that came to be followed by pianomakers worldwide.
*They bore an American virtue to its brand, with a long history and tradition of producing the best sound by hand crafting unique pianos, built from carefully selected wood by passionate and experienced employees.
As a result, each piano was a unique one –of –its-kind piece
Competitive Set: Product: Although it’s
Problem Definition:
Steinway ands Sons, with a 140 year history of making the finest pianos has witnessed management change and generation growth in its time. Many things changed over that period, but the image that Steinway was the brand for American and made the finest pianos remained untouched. In the current wave however, Yamaha and other piano makers were churning out good pianos off the assembly line and artists found them to be reasonable alternatives to the Steinway piano. Steinway had to decide whether to stand by its 100 year legacy and be viewed as the premium piano brand or whether to be pragmatic and revise its positioning with an affordable range of pianos.
Recommendation: To sustain itself in the future, Steinway will have to remain connected with the customer by working on The Boston Piano line of products. It will have to revise its positioning as the ‘Affordable- Top Quality Steinway for students in music schools, young artists and schools engaged in developing their talent who are beginners , learners and will consequently upgrade to a Steinway Grand piano and are often first time purchasers.
Boston Piano continues to offer the same Steinway -high quality, elegant sound and that is also affordable and accessible to all because it is made with uncompromised quality by another reputed piano maker. The brand character is affordable finesse.
Basis for recommendation:
Unique features: Steinway has to its credit certain unimitable advantages which should be leveraged in its Boston Line introduction:
*They were pioneers in Piano technology that came to be followed by pianomakers worldwide.
*They bore an American virtue to its brand, with a long history and tradition of producing the best sound by hand crafting unique pianos, built from carefully selected wood by passionate and experienced employees.
As a result, each piano was a unique one –of –its-kind piece
Competitive Set: Product: Although it’s