Case study on Steinway and Sons

1. CASE STUDY
By Rukmi Sarmah
NIT SILCHAR
During an internship
under Professor Sameer Mathur, IIM Lucknow

28. Baldwin Yamaha
Kawai Bosendorfer
Fazioli

50. The Crown Jewel Collection—otherwise traditional
Steinway pianos that were finished in exotic woods, such as
east indian rosewood, kewazinga bubinga, african pommele
and macassar ebony. These pianos sold at 20% to 30% price
premiums to the traditional ebony Steinway

54. They must maintain a small
network of loyal dealers…

55. They should remove charges on
delivery and tuning.. Like Yamaha
does…

56. They must be committed to
quality.. They should preserve the
aura of exclusivity of Steinway
handcrafted pianos..

57. They must invest in innovative
designs and continuously raise the
quality of pianos…

58. This will cause new Steinway
pianos to be more attractive to
buyers and the used piano market
will loose its dominance….

59. They must maintain their
stronghold on the artists and
Steinway partnership and continue
their efforts to endorse their
pianos by renowned musicians

60. They must explore possibilities in
the growing Asian Market… and
try to revive their old name in the
US and Western Europe Maket…

61. At the same time, they must
continue producing the Boston
range of pianos.. As they appeal to
the younger generation and are
reasonably priced…

62. The crown jewel range and the
limited edition range must also
continue as they sell off within
hours…