Yamaha 2011 Annual Report Download - page 20

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18 Yamaha Corporation
Total Piano Strategy: Fulfill diversifying customer needs with a seamless product lineup
Establish a solid position in the premium piano market
• Launched flagship model CFXTM establishing market recognition for The CF Series
Offer new value with expanded hybrid piano lineup
• Developed new markets with enhanced product lineup
Generate greater demand with digital piano
• Expanded number of products specifically adapted to emerging markets
Combo Strategy: Expand presence in the guitar and drum markets
Establish a firm position as professional combo instruments brand
• Built deeper relations with rock artists
Strengthen the businesses of electric acoustic guitars and electronic
drums as growth drivers
• Pursuing differentiation strategy by introducing high-end products
• Increased market share of electric acoustic guitars in North America
• Introduced new lineup of electronic drum with newly developed DTXTM-PAD
Promote strategies specifically adapted to key markets (North America, China and Asia Pacific)
• Creating stronger sales and marketing system by assigning dedicated staff and improving expertise through training
Professional Audio Equipment Business: Further accelerate growth strategy
Provide system solutions that leverage Yamaha’s strengths in digital and network technologies
• Collaborated with NEXOTM more in product development and marketing
Expand business into the large Commercial Installed Sound* market
* Multifunctional sound systems without the need of skilled operators for applications other than music venues
such as restaurants, banquet rooms in hotels, multipurpose halls, etc.
• Expanded the lineup of products to enter new market
Accelerate growth by generating synergies with the SteinbergTM brand
• Expanded software product lineup
Develop emerging markets including China
• Developed sales networks in emerging markets
AV Products Business: Cultivate customer preferences
Aggressively develop and launch products that meet such customer needs as
sound quality, ease-of-use and advanced performance
• Launched AVENTAGETM for specialty shops in Europe and North America
Expand domains of TV peripheral products, HiFi audio and desktop audio products
as pillars of future growth
• Steady growth in Japan of home theater surround sound TV stands
• Integrated CD units selling well and on route to becoming hit product
Expand lineup of products in volume price range to meet customers’ demand
Increase Market Share in Developed Markets through Product Strategy
AvantGrandTM N1
Concert grand piano CFX
Wes Borland “Limp Bizkit” Billy Sheehan “Mr. Big”
Steinberg software CUBASE 6
Desktop audio system TSX-140
Opera House, New National
Theatre, Tokyo—installed NEXO
speakers