Yamaha 2010 Annual Report Download - page 23

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and introduce an entry model of the current AvantGrand™ in order to
further develop demand. In digital pianos, we will propose new value
through our broad lineup of products. Yamaha will also offer products
for the price-oriented consumer to expand demand on a global scale.
Combo Strategy
Yamaha defines guitars and guitar peripherals and drums as the
“combo instruments” domain and is working actively to expand sales in
this domain, particularly in guitars and guitar peripherals. With electric
acoustic guitars, popular in North America, and electronic drums as
growth drivers, Yamaha is looking to raise its presence in the combo
market. In North America and emerging economies such as China,
which Yamaha sees as key markets, we will aggressively grow sales of
electric acoustic guitars, which have competitive strength. In emerging
markets, Yamaha will introduce affordable-priced models of quality
acoustic guitars in a bid to increase sales. In the area of guitar ampli-
fiers, effectors, and other guitar peripherals, Yamaha will strive to
increase sales by introducing new products. In electronic drums, we will
seek to capture the leading global market share by establishing the
DTX™drums brand with a product lineup and performance to rival any
competitor. Yamaha will also introduce affordably priced models for new
customers other than traditional purchasers and elicit latent demand.
Professional Audio Equipment Business
In the field of professional audio equipment, Yamaha aims to increase
sales by drawing on its strengths in digital and network technologies
to provide customers with system solutions. In the B-to-B market,
Yamaha aims to secure a competitive advantage by building one-stop
solutions, developing digital mixers, enhancing the professional audio
equipment lineup, and harnessing synergies with NEXO™ brand
speakers. For the market for Commercial Installed Sound such as
hotel banquet halls, community centers, and other venues where
full-time engineers are not always available, Yamaha is developing
easy-to-operate devices that should help accelerate growth. Yamaha
will boost the lineup in the market for professional audio equipment for
individual use. In the music production market, Yamaha will work to
promote the Steinberg™ brand, as well as reinforce software integra-
tion and boost hardware in order to achieve growth.
Music Playing Business
In order to meet the needs of the times, local communities and soci-
ety, Yamaha will work to provide customers with a wide range of
opportunities and venues for participating in music apart from the
traditional Yamaha Music School format to increase the music playing
population. Because these activities extend beyond the domain of
music education, we are calling it the “music playing business.”
In the music school business in Japan, Yamaha will expand its
course offerings for very young children and establish percussion
classes, as well as enhance music lesson programs targeting adults.
Overseas, Yamaha intends to focus on expanding music schools in
China and South Korea, where there is much room for growth. We will
enhance program offerings tailored to the characteristic of each coun-
try and region, including establishing keyboard schools for beginners
in China and India, and introduce recorder ensembles into school
education in emerging countries. Through these measures to
strengthen earnings power, we aim to improve profit by ¥2.0 billion in
fiscal 2013.
Music Entertainment Business
In the music entertainment business, Yamaha will further strengthen its
initiatives on identifying and nurturing of new artists. Yamaha will also
strengthen the music-related publishing and online music distribution
businesses, as well as focus on cultivating new businesses. We will
also actively collaborate with other companies in order to achieve
steady growth.
Electronic drum
DTX950K
Electric acoustic guitar
LJX26CP
Mao Abe
Artist managed
by Yamaha Music Artist, Inc.
Digital mixing console M7CL-48ES
Steinberg™ software
NUENDO 5
Annual Report 2010 21
Performance