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Case
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Reference no. 314-093-1
Subject category: Strategy and General Management
Authors: Muralidhara G.V. (IBS Center for Management Research); V Namratha Prasad (IBS Center for Management Research)
Published by: IBS Center for Management Research
Published in: 2014
Length: 16 pages
Data source: Published sources
Topics: Pianos; Emerging markets; Brand identity; Brand management; China; Pealr River; Ritmuller; Chinese exports; Automation; Yamaha; Reforms; Joint venture; Musical instruments; Quality certification; Price competition
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Abstract

The case describes the growth of China-based Guangzhou Pearl River Piano Group Ltd (PRGP) from a small Chinese piano manufacturer to the world’s largest manufacturer of pianos. The case starts out by mentioning the company’s gradual development as a result of the booming Chinese economy. Then it provides details about the initiatives undertaken by its illustrious CEO, Tong Zhi Cheng, to improve the quality of the pianos and make them appealing to a global market. In this regard, the case specifies the various production improvements the company made over the years. It also mentions the company’s various global forays, the international brands it acquired, and the challenges for a brand from an emerging market trying to make a place for itself in the global arena.
Location:
China, US, Germany, global
Industry:
Musical instruments, pianos
Size:
Medium
Other setting(s):
1956-2014
Teaching note
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Reference no. 314-093-8
Subject category: Strategy and General Management
Authors: Muralidhara G.V. (IBS Center for Management Research); V Namratha Prasad (IBS Center for Management Research)
Published by: IBS Center for Management Research
Published in: 2014
Length: 3 pages
Data source: Published sources
View full details

About

Abstract

The case describes the growth of China-based Guangzhou Pearl River Piano Group Ltd (PRGP) from a small Chinese piano manufacturer to the world’s largest manufacturer of pianos. The case starts out by mentioning the company’s gradual development as a result of the booming Chinese economy. Then it provides details about the initiatives undertaken by its illustrious CEO, Tong Zhi Cheng, to improve the quality of the pianos and make them appealing to a global market. In this regard, the case specifies the various production improvements the company made over the years. It also mentions the company’s various global forays, the international brands it acquired, and the challenges for a brand from an emerging market trying to make a place for itself in the global arena.

Settings

Location:
China, US, Germany, global
Industry:
Musical instruments, pianos
Size:
Medium
Other setting(s):
1956-2014

Related

Teaching note
-
Reference no. 314-093-8
Subject category: Strategy and General Management
Authors: Muralidhara G.V. (IBS Center for Management Research); V Namratha Prasad (IBS Center for Management Research)
Published by: IBS Center for Management Research
Published in: 2014
Length: 3 pages
Data source: Published sources
View full details