Coronet Company

The company was formed by Mr. Obata who remains its president. There is no apparent successor to Mr. Obata, who wants to retire soon, which is the company's major weakness at this point. There is, however, a strong candidate in the form of Mr. Obata's son-in-law, who is familiar with the company and who could assume its responsibilities if Mr. Obata grooms him as successor.

The company has followed a premium pricing strategy to this point which has been successful, and which should be continued in order to reinforce the company's quality image and to set it apart from the competition. The company should also focus on maintaining its exclusive presence in a few of the cities' upscale hotels rather than trying to gain access to a greater market share by entering hotels which are not as prestigious. This will help Coronet maintain its own prestigious image and justify the prices that it charges.

Coronet Company works with contracted hotels to provide instruments and musicians for special occasions. Although the company focuses on pianos and organs, it also provides trios and quartets on request. The company provides

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atmosphere and ambiance, wedding coordinators are able to spot quickly those customers who are likely to be interested in the company's offerings. Beyond this, Coronet does not engage in advertisements or direct mail campaigns. This is because the company has all the business it can handle, and feels that to engage in print advertisement campaigns (for example) would cheapen the company's image. Direct mail campaigns are difficult to use because there is no real way to target the consumer. Weddings occur once in a lifetime (typically) and people are either planning one or (more likely), they are not. Because of the difficulty in reaching those consumers who are in the planning stages and who are interested in Coronet products and services, the company refrains from this type of promotion. In the musical instrument side of the business, Coronet remains dependent on personal selling. However, the company has a history of success that enables many orders to come from the customer without active selling on Coronet's part. However, Coronet continues to actively market its products and services to those properties which it considers key to its success, and Mr. Obata maintains personal relationships with important people at the
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Approximate Word count = 3861
Approximate Pages = 15 (250 words per page)

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