RKS GUITARS: MARKETING CASE STUDY

RKS Guitars: Marketing Case Study

RKS Guitars: Marketing Case Study

Prelude3

Introduction4

Market Analysis of RKS Guitars5

SWOT analysis of Market5

Weaknesses6

Threats6

Strengths6

Opportunities6

Setting Marketing Objectives7

What Is Competitive Advantage And How To Get It?8

Marketing Strategy Development In Context Of RKS Guitars9

How Was The Corporation's First Growth/Development Achieved?11

Unique Supplies11

Competences In Actual Networks12

Managing Linkages To Gain Effect13

Core Competence Inimitability14

Conclusion14

RKS Guitars: Marketing Case Study

Prelude

RKS was launched in 1980 as a design firm, since then it has worked hard to make a name for itself. When it comes to making and designing Guitars, RKS has its special unique style which the players love. RKS is famous for its make shift designed guitars whose parts are interchangeable, giving it a new look every time. Today, RKS has primarily dedicated production to one body style—which was originally called the Classic—and has adjusted its direct pricing to offer models from $2,196 (the black-polymer Dark Star) to $4,396 (the Sunburst).

Custom orders are still accepted, and the company also launched a fab, neon-colored Pop Series in Rockwood Orange, Pink Lipstick, and Fine Lime finishes ($4,000 each). In addition, RKS' new vice president of sales and marketing, Tom Watters, reports that the company recently opened an Oxnard, California, facility that allows them to achieve closer manufacturing tolerances. Watters also stated that the revamped guitar line utilizes renewable U.S. woods (the polymer body material of the models—called Tenite—is actually 93 percent wood fiber), offers custom DiMarzio pickups voiced for RKS by Steve Blucher (other pickups options will be available), and changed the neck finish to satin (Zikmund 1999, Pp. 72-93).

RKS is currently facing procurement problems for its products in market. In this study we will discuss how procurement issues are manipulates and will suggest ways and methods for RKS to overcome its problem.

Introduction

Procurement is still a relatively young function. It is only in the last two or three decades that is recognized as a separate sphere of expertise in its own right and companies have created procurement functions. Inevitably, this means procurement operations vary widely from one organization to another. Its importance can be traced by 2003, when Microsoft has save $852 million in 20 months, by effectively using procurement techniques. This in turn raises the question: which ways of organizing procurement work best? In this study, what value effective procurement can add in a business would be defined, by producing examples that how procurement can add value in businesses.

Marketing Strategies for RKS also refereed as business strategies consist of set of actions carried out for achieving specific marketing related objectives. The objectives that marketing strategy is serving is mainly designed to attract more customers, boost sales, highlight new products, get better coverage and display of products etc. Marketing strategies formulation is the function of business manager. For the purpose of designing marketing strategies RKS has initially identified its target market or potential customers and based on this analysis, company has formulated its strategies by considering the desire for the product in target market. This will aid in obtaining competitive advantage, but while designing marketing ...