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Situation Analysis ESP guitar is popular brand in the market, company now concentrates new market group, high technology of electric guitar. ESP have a few competitors or almost never have it in this market that is why ESP focus on it because ESP want to be the leader in this way, and our product is new. Company believes that it become popular product exactly.

Market Summary In fact, there is a lot of guitar brand in market such as Gibson, Fender, PRS, Godin, Dean, Jackson, Framus, etc. Each brand usually focus on own design, sound and good material, all guitar brand try to convince popular guitarist to become its brand ambassadress so that company will be able to manufacture signature guitar of brand ambassadress. It helps company to attract consumer who crazy about brand ambassadress. Anyway, this strategy is used for a long time, we will use technology combine with guitar to be a leader in this way because most company concentrate the other things, this is the opportunity to be the beginner of leader guitar brand in this way.

SWOT Analysis Strength of ESP guitar is to has a lot of heavy metal guitarist. In the other hands, this is weakness as well because most guitarist love in regular brand such as Gibson and Fender, both brand is very classic in consumer’s mind. Anyway, ESP guitar will focus on market group that love in technology and convenient in order to attract new market group.

Competition There are two big competitive guitar’s brand in the market, Gibson and Fender. Gibson is the biggest competitor, and Fender is very popular in the market as well. Both is high-end guitar’s brand and collected by guitar collector, but they both manufacture regular guitar only. In the other hands, ESP guitar will combine new idea with electric guitar in order to generate attraction and interest of consumer who are sick of normal guitar. There is

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