22 main points that need to conclude 6-8 pages long. Put yourself in the shoes of the VP for Marketing and develop a marketing plan for the next step for J&J Guitars. Overview: J&J Guitars has been designing, building and distributing guitars for the past 10 years. Recently through extensive R&D, our engineers have designed a new electric guitar that will revolutionize guitar playing for years to come. As the VP, you need to analyze and understand how to best market the company’s new innovation and craft a Marketing Plan. As you craft your plan, consider the iconic status of existing electric guitars, and the lack of any recent radical innovations in the category, which pose major challenges in securing consumer adoption. If the company continues along the same channels with their other electric guitar lines, J&J potentially lacks the market penetration and sales that is forecasted for this new innovation. Based on this information, create a go-to-market strategy. Hint: You are marketing “One special electric guitar.” THIS IS NOT A LINE OF GUITARS – “ONE GUITAR.” It is very important to note the difference between an Objective, Strategy, and Implementation. Marketing Objective: The work needs a specific, measurable, objective that is relevant and time-bound. Example: Company Q will sell 40,000 units by January 1, of 2019. Marketing Strategies: may include quality considerations, warranty, production/material standards, design features, packaging, product line management, or many others related to making the product desirable to the consumer. Implementation: A specific, actionable task that will clearly help accomplish the related strategy. Some helpful sites: https://www.stealingshare.com/pages/guitar-branding/ https://www.3dcart.com/sell-online/how-to-sell-guitars-online.html https://www.quora.com/How-do-guitar-manufacturers-Martin-Fender-Taylor-etc-sell-to-stores https://www.sullyguitars.com/news/2012/9/17/doug-kauer-on-building-guitarshtml https://www.marketwatch.com/story/we-asked-guitarists-why-guitar-companies-like-gibson-are-struggling-and-how-to-revive-them-2018-05-04 https://brandongaille.com/17-fascinating-guitar-sales-statistics/ https://www.quora.com/What-percent-of-people-play-guitar https://www.statista.com/statistics/381509/share-of-adults-playing-a-musical-instrument-by-age-group-us/ https://www.digitalmusicnews.com/2018/10/17/new-guitar-female/ https://liveforlivemusic.com/news/guitar-women-study/
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