Wk2 P4.docx - Fabrikam Q4 Executive Update Introduction The...

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Fabrikam Q4 Executive Update Introduction The challenges we face as we move into the planning cycle are significant, but we are confident that we will be able to keep the strong growth path we’ve established over the last twelve months. Now is not the time to rest on our laurels – rather it is the time to consolidate our market position and seek new markets for our products. Market Analysis Distribution patterns vary a great deal by segment, from the mass retail distribution at the low end to the specialized distribution of the high-quality and high-price segments. Fabrikam operates in a narrow part of the market, instruments and equipment sold to professionals who insist on the highest-quality sound. Most of our customers are concert musicians. Industry Analysis and Update The market for musical instruments divides easily into several segments. Several market segments are relevant, and for this discussion we define the segments in which Fabrikam operates: Customers Customers. Customers range from children learning how to play to professional musicians in concert settings. However, Fabrikam sells almost exclusively to professional musicians . Most of our customers are concert musicians. Instruments
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Wk2 P4.docx - Fabrikam Q4 Executive Update Introduction The...

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