Marketing Analysis Report on Steinway Sons - Free Essay Example

Memo #3: Steinway Sons Kerry Cramer MGT 321.2 Spring 2014 Steinway Sonsà ¢Ã¢â€š ¬Ã¢â€ž ¢ founder wanted to à ¢Ã¢â€š ¬Ã…“build the best piano possible and sell it with the lowest price consistent with qualityà ¢Ã¢â€š ¬Ã‚ . In doing so, they are now seen as the leader in the manufacturing of high quality Grand pianos. The company was able to prosper quickly, due to their technical superiority and their solid knowledge of their target market, value proposition, and competitive advantage. Target Market: Steinway Sonsà ¢Ã¢â€š ¬Ã¢â€ž ¢ target market consisted of two different segments of consumers, private and institutional. The Grand pianos were targeted to wealthy, affluent individuals in the United States, specifically to those with an income over $100,000 and aged 45 and older who were interested in music and looking for something to showcase their wealth. The pianos were also targeted towards musicians, who wanted the best quality instruments. The second segment was institutions, like musical performance halls, hotels, and universities who also wanted the best of the best when it came to musical instruments. Value Proposition: Steinway Sons understands the importance of high quality, superior sounding Grand pianos that individuals and professional musicians alike could consistently count on for providing superior service. All Steinways are assembled by craft methods with little use of assembly-line technique with only the finest materials used and each one has its own unique features and sound. The award winning pianos are seen as being the best in the world and serve as a status symbol representing a high prestige among anyone that owns one. Competitors: Although Steinway Sons face increasing competition from Japanese piano manufacturers like Yamaha and Kawai, as well as U.S competitor, Baldwin, they have remained superior in the production of Grand pianos due to the durability of their product, their innovative cros s-stringing technique, the high quality materials used, along with the extremely skilled labor who were employed throughout the production process. Unlike their competitors who utilized more automation processes when mass producing their pianos, Steinways were assembled by hand, making each piano unique and building only a limited number of handmade pianos. This allowed them to be able to command higher prices than their competition as well as maintaining the reputation of being the best in the world. Recommendations for Steinway Sons: Product: Steinwayà ¢Ã¢â€š ¬Ã¢â€ž ¢s main product was the Grand piano which is handcrafted and typically takes around two years to produce. Due to the intricate and long process of producing the Grand pianos, the company was able to produce on average, only 3000 pianos in a given year. Steinway increased their product line to include Boston pianos, Limited Editions, and the Crown Jewel Collection. The Boston pianos were designed by Steinway So ns but manufactured in Japan by Kawai. These pianos sold for about half of a Steinway Grand piano. The Limited Edition Collection was a specially-designed piano, marking the 140th anniversary. It was so successful that they decided to introduce a Limited Edition piano every two years. The Crown Jewel Collection were traditional Steinways that were finished in exotic woods like African pommele or East Indian rosewood and were sold at a premium price of 20-30% more than the traditional Steinways. Steinway is a strong and exclusive brand with a brand identity that majorly focuses on concert Grand pianos. They should continue production of these pianos and continue targeting musicians and musical institutions and universities, while also focusing on differentiating themselves from their competitors. If Steinway wants to keep producing Boston pianos, they should establish it as a different brand, differentiating it from the Steinway brand name. This needs to be clear to the custome r that they are two different brands since it doesnà ¢Ã¢â€š ¬Ã¢â€ž ¢t make sense from a branding standpoint for Steinway to design Boston pianos. They should target the emerging Asian market with this piano, while improving the distribution network in these markets through dealers and then by opening their own stores. The Limited Edition pianos were highly successful and they should continue to produce those every two years as well as the Crown Jewel Collection. Steinway should also take advantage of the used piano market that is growing fast by offering trade-ins of used pianos on the purchase of new ones. They can then re-sell used pianos as well as new ones to increase their revenues. Price: Steinwayà ¢Ã¢â€š ¬Ã¢â€ž ¢s Grand pianos are at the premium end of the piano market in terms of quality and price. Retail prices in 1996 ranged from $30,000 to $111,000 in the United States. Many factors contributed to this high price. Steinway pianos were assembled by handcraft method s with limited use of assembly-line techniques which caused the Grand piano to take around two years to manufacture. The piano consists of over 12,000 individual parts and the company had higher costs associated with high quality of raw materials used in the production. Steinway has never reduced their prices, and in keeping with their high quality product, they are able to command the highest prices in the industry, nearly double that of their competitor, Yamaha. In order for Steinway to be seen as a prestigious brand, they can never lower their prices or offer discounts. This would be seen as discounting the brand and would be bad for their brand image. In order to reach other individuals who may not be able to afford the high price of the Steinways, they should offer some kind of assistance or loans to aspiring musicians. Also, Steinway could target the middle class groups by providing low-interest financing options or payment plans so other customers who may not be able to afford the pianos, could pay it off over time. Place: Steinwayà ¢Ã¢â€š ¬Ã¢â€ž ¢s products are sold to professional and amateur musicians, as well as orchestras and educational institutions, through its worldwide network of dealers. The majority of the companyà ¢Ã¢â€š ¬Ã¢â€ž ¢s Grand pianos were sold in the United States, through Steinwaysà ¢Ã¢â€š ¬Ã¢â€ž ¢ sales offices and a large network of independent dealers. Customers purchase Steinway pianos either through one of the companyà ¢Ã¢â€š ¬Ã¢â€ž ¢s retail stores in cities like New York or London, or through independently owned dealerships. There is a huge, growing Asian market that Steinway has yet to target. Their competition, Yamaha and Kawai have already taken over this market. Ità ¢Ã¢â€š ¬Ã¢â€ž ¢s important for Steinway to enter this market with their Boston pianos to compete with Yamaha and Kawai, and then slowly introduce their high-end Steinway Grand pianos to this market. The Asian market is rife with individuals with high disposable income, who would be interested in owning a piano that comes with status and affluence from the United States. They should also look into expanding internationally, like the Middle East, specifically Dubai or Saudi Arabia which also has many individuals with high disposable income. In addition to expanding internationally, Steinway should think about establishing a better online and digital presence and experiment with selling their pianos online. This would open them up to a younger demographic who use the Internet more regularly to purchase products, especially higher-end products. Promotion: In the early years, Steinway promoted their brand by building a large factory in New York where two main Railroad cars passed by making thousands of people aware of the Steinway name. They also opened Steinway Hall, which served as New York Cityà ¢Ã¢â€š ¬Ã¢â€ž ¢s main concert hall. Steinway promoted its pianos with famous musicians using its à ¢Ã¢â€š ¬Ã…“Concert and Artist Programà ¢Ã¢â€š ¬Ã‚  to attract top artists from around the world. In any given year, over 90% of all classical music concerts featured a piano soloist performing on a Steinway Grand piano. Steinwayà ¢Ã¢â€š ¬Ã¢â€ž ¢s marketing messages must be consistent with what the brand stands for: affluence and prestige. Steinwayà ¢Ã¢â€š ¬Ã¢â€ž ¢s advertising has highlighted that one does not buy, but invests in a Steinway, and that a Steinway piano is always made just a little bit better than necessary. Their advertising emphasizes family values, the contributions to art and music of Steinway Sons, and their technical excellence. The timeless excellence of Steinway has always been emphasized and ità ¢Ã¢â€š ¬Ã¢â€ž ¢s important for Steinway to keep up these marketing messages. Steinwayà ¢Ã¢â€š ¬Ã¢â€ž ¢s brand name is so widely known and popular, that they do not need to do more brand promotion since people are already so familiar with it and what it stands for. Steinway should continue to use musicians who are loyal to the Steinway brand in helping promote their pianos. These musicians could help to promote to musical institutions or other aspiring musicians in the industry. In addition to relying on famous musicians for promotions, Steinway should look into developing business partnerships with hotels and other entertainment venues to display only Steinway pianos at their facilities. They should also venture into product placement with movies and TV shows, portraying the Steinways in films and on popular television shows. Non-musician celebrity endorsements could help them tap into consumers who are not familiar with the pianos, but want the prestige of owning something that other celebrities have. Steinway should also consider using other forms of promotion, like digital and online marketing to get the word out about their pianos. They should leverage social media and YouTube campaigns to target to a younger demographic who may not be ready to purchase one of their pianos yet, but will likely in the future. In conclusion, Steinway Sons should focus on the following recommendations. They should consider producing the Boston pianos under a different brand name separate from the Steinway name and start targeting the Asian market. They should continue to produce the Limited Edition and Crown Jewel Editions since they proved successful. Secondly, they should continue to command a high premium price over their competitors, but look into offering financing or payment plans for the middle class demographic, opening up their target market and the potential for more revenue. Thirdly, Steinway should expand internationally into the Asian and Middle Eastern markets to take advantage of an untapped growing market. Lastly, the company should experiment with different promotional avenues like product placement, social media, and celebrity endorsements. Reference Gourville, J Lassiter, J. (1999). Steinway Sons: Buying A Legend, (pp. 1-23).

Analysis Of Movie Rain Man By Barry Morrow And Ronald Bass

â€Å"246 Toothpicks† Whitt Johnson Denver School of Nursing â€Å"246 Toothpicks† According to the Centers for Disease Control (CDC), it is estimated that one in 68 children are affected with autism spectrum disorder (Baio, 2010). Children diagnosed with this disorder eventually grow into adults who need similar care and attention they required earlier in life. The focus of this paper is the 1988 movie â€Å"Rain Man†, a story written by Barry Morrow and Ronald Bass, directed by Berry Levinson, cast played by Dustin Hoffman as Raymond Babbitt â€Å"Rain man† and Tom Cruse as brother, Charlie Babbitt. The National Institutes of Neurological Disorders and Stroke (Autism Spectrum Disorder Fact Sheet, 2015) state that autism â€Å"refers to a group of complex neurodevelopmental disorders characterized by repetitive and characteristic patterns of behavior and difficulties with social communication†. Savant autism is a rare and extraordinary form of autism characterized by deep, thorough knowledg e of one particular subject or area of interest. Our character, Raymond Babbitt, is one of those rare savant autistic individuals. Raymond Babbitt, a now 57 year old male with an impeccable memory, lacks the skills to connect socially has been living with being an â€Å"idiot savant† or a â€Å"high functioning autistic savant† (Rain Man, 1988) all his life. He has been institutionalized at Walbrook Institute since a young age. Dr. Brunner, Raymond’s doctor, states to Charlie early in the movie, â€Å"routines andShow MoreRelatedDeveloping Management Skills404131 Words   |  1617 PagesLine 58 Understanding and Appreciating Individual Differences Important Areas of Self-Awareness 61 Emotional Intelligence 62 Values 65 Ethical Decision Making and Values 72 Cognitive Style 74 Attitudes Toward Change 76 Core Self-Evaluation 79 SKILL ANALYSIS 84 Cases Involving Self-Awareness 84 Communist Prison Camp 84 Computerized Exam 85 Decision Dilemmas 86 SKILL PRACTICE 89 Exercises for Improving Self-Awareness Through Self-Disclosure 89 Through the Looking Glass 89 Diagnosing Managerial Characteristics

Frankenstein And The Modern Prometheus - 1665 Words

1. In the novel Frankenstein; or, The Modern Prometheus, both Victor Frankenstein and the Monster are viable protagonists, as the fates of both characters comprise a considerable amount of the novel, and are so cruelly intertwined. Both being so crucial to the story, it is really a matter of the reader’s perspective as to who is good and who is bad. 2. From Victor Frankenstein’s perspective, the Monster is clearly the antagonist in the novel Frankenstein. He murders all of Frankenstein’s loved ones. On the other hand, Dr. Frankenstein is the monster’s antagonist because he could not bear to accept his own creation when it was brought to life; he rejected the monster and left it for dead because of its appearance. 3. The novel†¦show more content†¦6. Recurring symbols in Frankenstein is the color black and darkness. They, contrasting with all that is light, represent evil and the unknown. The monster itself is described as having dark features like black lips and hair. 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Rhetorical Analysis of Dubois Essay Example For Students

Rhetorical Analysis of Dubois Essay Inspiring the Population Through his work, Of Our Spiritual Strivings, W. E. B. Dubois takes the reader on a journey through the typical black mans eyes. He creates a new meaning of the African American man as he shares personal experiences and stories of the past alike. He plays upon the heart strings of every reader, no matter the race, with his literary knowledge of words, use of pathos, and stories of his past experience to pull in emotional ties to his work. The application of dualism allows the reader, who is most commonly white men, to choose a side to sympathize with, for Dubois gives the ense of double consciousness as the African and the American throughout his entire work. The very first thing to be stumbled upon by the reader is the song which Dubois opens his work with. The world was formed off of the great ancestors telling the stories of history through oration. There was no television or radio to find the news of the world, for it was once spread by word of mouth. By placing this poem as the first thing to be read, it gives the reader a thought to ponder of how times have changed since the time of their ancestors. He uses this song as a connection to his ife, for not only was song a way of storytelling, it also represented the black mans spiritual music. It is said that there are two memorable moments in an African Americans life; when he realizes he is black and when he realizes that is a problem. A line from the song, As I lie and listen, and cannot understand(Symons) he identifies with it as how he went through life Just sitting and watching, he could never understand how or why he was a problem. This song allows Dubois to bring in other sources of his pain. Directly after the song, Dubois sets his tone of the reasons for his passionate writing. He begins, between me and the other world there is ever an unasked question: unasked by some through feelings of delicacy; by others through the difficulty of rightly framing it(Dubois 1). He states how the people he meets need not say even a word, because he knows what they are thinking. He knows the thoughts and questions they are pondering in their minds. Without even knowing a thing about him, they make assumptions based on his skin color and not his mind or heart. They immediately look for a way to identify with him by saying that they know an excellent colored man in their town; or, fought at Mechanicsville(l). They find comfort in having something in common with him and being able to form conversation even if it is slightly insulting in a way. Instead of taking these comments from men he does not even know as insults, Dubois takes it lightly, for he has come to expect what these people say and cannot be insulted by them. These unasked questions represent the unwillingness to address the actual issue of why the black man is so neglected. Another incredible asset of Dubois that is noticed throughout his entire work is his ability to retell stories within the work. His story telling allows the reader to feel his ain on a deeper level. He beautifully retells not only stories of the past and of the history of the Negro population, but he also retells stories of his childhood and growing up as an ATrlcan Amerlcan wlt n Tlnesse. I ne most memoraDle story ne tells throughout the work is by far the story of writing a card for another classmate but not having it accepted. He accounts of this when telling, The exchange was merry, till one girl, a tall newcomer, refused my card,†refused it peremptorily, with a glance(2). This marked the day that he realized that he was not like the other boys nd girls in his class. .u483137d64d3b82532420c3e7cc173e07 , .u483137d64d3b82532420c3e7cc173e07 .postImageUrl , .u483137d64d3b82532420c3e7cc173e07 .centered-text-area { min-height: 80px; position: relative; } .u483137d64d3b82532420c3e7cc173e07 , .u483137d64d3b82532420c3e7cc173e07:hover , .u483137d64d3b82532420c3e7cc173e07:visited , .u483137d64d3b82532420c3e7cc173e07:active { border:0!important; } .u483137d64d3b82532420c3e7cc173e07 .clearfix:after { content: ""; display: table; clear: both; } .u483137d64d3b82532420c3e7cc173e07 { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .u483137d64d3b82532420c3e7cc173e07:active , .u483137d64d3b82532420c3e7cc173e07:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .u483137d64d3b82532420c3e7cc173e07 .centered-text-area { width: 100%; position: relative ; } .u483137d64d3b82532420c3e7cc173e07 .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .u483137d64d3b82532420c3e7cc173e07 .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .u483137d64d3b82532420c3e7cc173e07 .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .u483137d64d3b82532420c3e7cc173e07:hover .ctaButton { background-color: #34495E!important; } .u483137d64d3b82532420c3e7cc173e07 .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .u483137d64d3b82532420c3e7cc173e07 .u483137d64d3b82532420c3e7cc173e07-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .u483137d64d3b82532420c3e7cc173e07:after { content: ""; display: block; clear: both; } READ: Essay on Christopher Columbus EssayHe enhances his point even further by not only saying that the girl refused once, but he repeats her refusal to get his point across of the pain he felt. She did not even think about accepting the card, but she instead peremptorily refuses it with only a glance at him. Oftentimes throughout the writing, he described himself as being shut out from their world by a vast veil(2). This veil became a symbol of his own world. He would never be able to see the entire picture of the world as the others in his class and in his life see it. This veil served as a film over is vision and in a way, it acted as a prison which he could never escape. Perhaps the thought of being in the veil prison could continue back into history when his ancestors were slaves in their own prison. This veil not only symbolized his own imprisonment, but also how the general population saw him. They never saw the whole picture, for they only saw the outside and never took the time to lift the veil and understand what lay beneath. In both situations, there are no bars or brick walls to be found, rather a higher power accounted for their solitude. This higher power represented by Dubois was the white population. Even after emancipation, the slaves were still captive. They worked only for a place to live and food to eat because they had no money to enter the world as working men in business or in anything other than their learned skill of farming and raising the household. Similarly, Dubois lives in a generation where the black man is free, yet he is still segregated in nearly everything he does. He claims how The Nation has not yet found peace from its sins; the freedman has not yet found in freedom his promised land(8). By writing this, he claims how America is still not perfect, yet no matter how far they have come, the shadow of a deep disappointment rests upon the Negro people(8). His biblical reference to the Promised Land signals the freedoms that were promised with this land that were never received by the black man. He presumes true that the African people with never actually be free. Through his studies, Dubois was highly fascinated in the different forms of writing, whether it be through his play on pathos, through his stories, or his use of literary devices such as catechresis and erotema. Through these techniques, he is able to connect with his audience on a much higher level. Dubois wrote his work with the nowledge that his audience would be mostly white. Having a mostly white audience means that they would be Judging his work as a stab at the white population. Instead of bringing forth anger and hatred from his audience he is able to evoke sadness and compassion for the experiences he was put through and the pain he endured. Especially in the story of his childhood card giving gone awry, he is able to put forth pathos and bring the reader to his level. By doing this he gives the reader a much better understanding of what he went through, essentially allowing them to walk a mile in his shoes. His use of literary devices may show the reader that Dubois has a great knowledge in many different subjects, but it also allows him to captivate his audience. He is able to avoid the continual use of the Negro population or ATrlcan Amerlcans Dy uslng tne pnrase sons 0T tne nlgnt'(2). I nls also aaas a more sophisticated stance to his writing and makes a more poetic mark. He uses erotema to allow the audience to ask themselves a question without providing an answer. He makes them ponder thoughts such as how does it feel to be a problem. (l). Rhetorical questions imply agreement. .u84b923051ca1078990c709e1b9472a86 , .u84b923051ca1078990c709e1b9472a86 .postImageUrl , .u84b923051ca1078990c709e1b9472a86 .centered-text-area { min-height: 80px; position: relative; } .u84b923051ca1078990c709e1b9472a86 , .u84b923051ca1078990c709e1b9472a86:hover , .u84b923051ca1078990c709e1b9472a86:visited , .u84b923051ca1078990c709e1b9472a86:active { border:0!important; } .u84b923051ca1078990c709e1b9472a86 .clearfix:after { content: ""; display: table; clear: both; } .u84b923051ca1078990c709e1b9472a86 { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .u84b923051ca1078990c709e1b9472a86:active , .u84b923051ca1078990c709e1b9472a86:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .u84b923051ca1078990c709e1b9472a86 .centered-text-area { width: 100%; position: relative ; } .u84b923051ca1078990c709e1b9472a86 .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .u84b923051ca1078990c709e1b9472a86 .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .u84b923051ca1078990c709e1b9472a86 .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .u84b923051ca1078990c709e1b9472a86:hover .ctaButton { background-color: #34495E!important; } .u84b923051ca1078990c709e1b9472a86 .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .u84b923051ca1078990c709e1b9472a86 .u84b923051ca1078990c709e1b9472a86-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .u84b923051ca1078990c709e1b9472a86:after { content: ""; display: block; clear: both; } READ: Catcher In The Rye- Movie Proposal EssayThere is not answer to be given by the white man but rather an agreement that it must feel terrible to be a problem. Dubois ability to play on these devices allows him to connect with the audience in a new way that Jumps off of the page and into their laps. By using these tools, Dubois created a new way for not only his fellow black men to think, but also a new way for the white men to read. He is able to persuade his audience of what he wants by meeting them in the middle to bring them closer to his level and for him to get closer to their level. He does not have the intentions to hange America, as he states how He would not Africanize America, for America has too much to teach the world and Africa. He would not bleach his Negro soul in a flood of white Americanism, for he knows that Negro blood has a message for the world(4). This desire is not make America a place where the African man is placed at highest priority, but rather to bring more awareness that they exist and are being readily ignored. He allows it to be known that he is not Just an American and he is also not just an African, but rather is an African American. He is the representation ofa nion between two countries and two continents alike. The goal of Dubois was to open the eyes of the American people as to what was going on right in front of their eyes and by writing Of Our Spiritual Strivings, he may not have been able to open the eyes of his audience, but he is able to shed more light upon the topic and place a seed of thought into the readers mind. Works Cited Du Bois, W. E. B. The Souls of Black Folk. Chicago: A. C. McClurg Co. ; : University Press John Wilson and Son, Cambridge, U. S. A. , 1903; Bartleby. com, 1999. www. bartleby. com/1141. 09/19/2013.

Free High School Essay Samples - Things to Know Before You Start Writing

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