INSTITUTO POLITECNICO NACIONALEscuela Superior de Comercio y Administración Unidad Santo Tomas FROYLAN RIVERA PEREZ GROUP: 4NX32 ACTIVITY: Estrategies and tactics ASSESSOR. Pérez Badillo Jemina Alejandra June, 2015 plans to put three models on the market: the Ashbury SG100 (the most expensive model). The body of the guitars will have and experimental shape as well as advanced technical features. David Kim. Ashbury Guitars is a well . The two companies have had some initial correspondence by e-mail and now a face to face meeting is required. the SG500 and the SG200. KGC’s owner. has flown to San Francisco to meet Richard Grant. At the meeting is to make a deal acceptable to both sides. . Froylan Rivera Pérez . and which could be the basis for a long term relationship. South Korea. KCG has agreed to manufacture the guitars for Ashbury. makes electric guitars for Japanese manufacturers and distributors in Europe and the US. It is now early January. It has had no previous dealings with KGC. A major US distributor.established company with an up-market image.Estrategies and tactics INTRODUCTION ASHBURY GUITARS BACKGROUND The Kim Guitar Company (KCG) in Seoul. Several points of the contract need to be negotiated. Richard Grant. Ashbury’s owner. Ashbury Guitars. has contacted KGC about marketing a range of guitars under its own brand name for the Californian market. even though it is a very busy time of the year for them. Then negotiate so that you get the best deal for your company.Estrategies and tactics Task You are a member of the KCG Team: David and Marketing Director Read the information files. Identify your priorities and work out your strategy and tactics. Case Study: Ashbury Guitars Froylan Rivera Pérez . Maple topped. Rear tone(by Sound SW). RS(Red Sunburst) . It has evolved into a stringed musical instrument that is capable of a multitude of sounds and styles. decorative headstock + fret markers. Since then. 2 x HB . Froylan Rivera Pérez . Nothing fancy: 2 x PU. Rear volume. First of all. established in 1997. BL(Black) . With original case. is a specialized manufacture in electric guitars and classic guitars and acoustic guitars and musical instrument parts and accessories. It served as a major component in the development of rock and roll and countless other genres of music. "Les Paul" type set-up. the electric guitar became a necessity as jazz musicians sought to amplify their sound. Ashbury musical instrument is a company dedicated to the design and manufacturing of high quality musical instruments and accessories at affordable. 4 x controls. pretty "stock" set up. Front tone (Bi-Sound SW). Specification of SG1000 -Body : Arched Maple top mahogany back -Neck : Mahogany (set-in Neck) -Fingerboard : Ebony 22F (350R) -Bridge : SGB-IIIG -Pickup : "SGH-1SOB" (Alnico V) x2 -Control : Front volume. An electric guitar is a guitar that uses the principle of direct electromagnetic induction to convert vibrations of its metal strings into electric audio signals. Pretty sure it is maple cap (not sure of base timber) and ebony board.High quality Hard Case include(SGFC) Later 1970's model. Set neck. the electric guitar has become the most important instrument in popular music..Estrategies and tactics ESTRATEGIES OF NEGOTIATION INFORMATION AND SPECIFICATION The Kim guitar company. Mine is red. Invented in 1931. MIJ. we would like to briefly introduce the electric guitar.3P selector SW -Scale (mm) : 628 -Hardware : Gold -Finish : BS(Brown Sunburst) . . These fiberglass-reinforced polyester thermoset sheets will not melt under heat and have excellent overall electrical properties. PERSUASION TACTICS AS BASED ON EVENTS “So electric guitar is a strong demand on this market of Californian.. we want 40% of the order to be manufactured by other Korean firms. An agreement is to be ironed out on the optimal.Estrategies and tactics SG-200 offers a superior combination of electrical and mechanical properties - properties such as dielectric strength. About guarantee. -About transportation costs. we usually offer a guarantee of 5 years. high and impact strength. SG-200 electrical insulating laminates have inherently good dielectrics. we couldn’t reduce price for product SG1000 Offer an additional 5% discount on all purchases of the SG1000.000 guitars will not have any problem to sell the stock during the music festival” NEGOTIATION To reduce costs of production. arc and track resistance. and 7% for second and further orders. we will be all prices include transport costs to Pusan. hope Ashbury guitar will satisfied with our method. SG-200 has been engineered to maximize the specific properties required for a electric guitar. . Froylan Rivera Pérez . with quantity 2. Korea.Delivery before 8th June About price for the SG1000. flame resistance. upcoming have music festival.