You are a sales representative with Green Guitars, a manufacturer and distributor of high-end guitars. You have booked an appointment to see Summery Musical Instruments, a potential new customer.

Your company, Green Guitars has been in business for 17 years:

·        Manufactures and sells higher-end guitars that cater to professional guitar players and serious amateurs

·        Green Guitars are used by top musicians in the business

·        Guitars are constructed with the highest quality materials and have the best sound

·        Has strong branding presence in print media, especially guitar and music magazines

·        For 5 years in a row, voted favorite brand in annual String & Pick Magazine poll

·        Specializes in guitar repairs and refurnishing, does customizing of guitars

·        Organizes guitar workshops and autograph sessions with celebrity guitarists at music stores

Your main competitor is Lucky Guitars who have been in business for 6 years:

 -Manufactures and sells mid-range to low-end guitars that cater to casual guitar players

 -Lucky Guitars are endorsed by some celebrity guitar players in advertisements, but they do not use Lucky Guitars themselves

 -Guitars are adequately-constructed with average sound

 -Has a strong branding presence in print media, especially guitar and music magazines

 -Organizes guitar workshops and autograph sessions with celebrity guitarists at music stores

Your research indicates that Summery Musical Instruments has been in business for 10 years:

 -Sells mid-range to low-end musical instruments

 -The guitar section of the store is the most popular and takes up the most floor space

 -Has the image of being "your community music store" - very casual décor and service

 -Knowledgeable and relaxed staff who are also music fans

 -Marketing through ads in local newspapers, flyers

 -Is located in a small city with a population of 100,000

You did more research and found out that Summery Musical Instruments has two main competitors in town. They are:

 Stanley Musical Instruments

  -In business for 11 years

 -Sells lower-end musical instruments for amateurs and beginners

 -The guitar section is relatively small and takes up only a small percentage of floor space

 -Has the image of being a discount music store for people who aren't that serious about their instruments but want the most bang for their buck

 -Marketing through ads in the local newspaper

 Leiza Department Store

  -In business for 8 years

 -A department store that has a musical instrument section with guitars

 -Sells mid-range to low-end guitars for amateur guitar players

 -Is a mid-priced department store that offers a little bit of everything for everyone

 -Marketing through flyers and newspaper ads

 Tasks:

 -Next steps (what commitment do you seek)

 -Company research

 -Industry and Target Market Research