Comparison of Two Brands of Guitar Offered by Fender Musical Instruments Corporation

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Comparison of Two Brands of Guitar Offered by Fender Musical Instruments Corporation 1 MKT 302A Comparison of Two Brands of Guitar Offered by Fender Musical Instruments Corporation: Stevie Ray Vaughan Stratocaster VS Starcaster Strat-Pack Faculty Advisor: Angela Johnson Student: Matthew P. Robinson National University Jan. 2010 Comparison of Two Brands of Guitar Offered by Fender Musical Instruments Corporation 2 TABLE OF CONTENTS INTRODUCTION 3 PRODUCT MIX 4 TARGET MARKET 4 POSITIONING 5 PLACE MIX 6 PRICE MIX 7 PROMOTION MIX 8 CONCLUSION 9 REFERENCES 11 Comparison of Two Brands of Guitar Offered by Fender Musical Instruments Corporation 3 INTRODUCTION The purpose of this paper is to compare two competing brands of guitar offered by Fender Musical Instruments Corporation in term of the following core marketing fundamentals, which within the marketing world, are collectively known as the “marketing mix”: product, price, place (distribution), and promotion. This paper will also include an analysis of segmentation, targeting, and positioning decisions made as those marketing concepts apply to each brand. The two brands to be compared for the purposes of this paper are the Fender Starcaster Strat-Pack and the Fender Stevie Ray Vaughan Stratocaster. Though both brands serve the same basic function, which is to provide a medium by which to play music, each brand is targeted to a distinctly different market, and therefore each brand offers a unique value proposition to its respective target market. Fender Musical Instruments Corporation (originally called Fender Manufacturing) was founded by Leo Fender in 1946 (Bacon, 2000). Since its inception, Fender has been a market leader in the solid-body electric guitar industry. The Fender Stratocaster, which was first introduced in 1954, is arguably the most recognizable guitar in music

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