Kawai is the second largest piano manufacturer in Of many competent lower-priced pianos made makingĪ Steinway sale to a novice pianist harder to justify. Part I The decision whether to internationalize Steinway dealers had suggested that a logical step-up Sons and manufactured at Kawai’s factory in Japan. In 1991 Steinway & Sons introduced a new line – theīoston pianos – designed to compete in the mid-range Made their fortune through a family-owned heating-oil Steinway & Sons and the rest of its musical instrumentsĭivision in December 1985 to John and Robertīirmingham, two brothers from Boston who had Into the CBS Musical Instruments Division. In 1972 the firm was acquired by CBS and merged Questions about the future of Steinway & Sons and the By the early 1970s the Japanese threat raised A Yamaha piano sold forĪbout one-half the price of the equivalent size Steinway Yamaha and Kawai began exporting thousands of In the 1960s new competition emerged from Asia. Outbreak of the Second World War, production was More modest means, with smaller homes, Steinwayĭeveloped and introduced two new models – the 5ftġin-‘baby grand’ and a 40-in upright piano. Steinway had a steady growth until the world economyĮntered a depression in the 1930s and the firm’s There were marketed in Europe and exported to In 1885, to build an early global presence, theįirm built a factory in Hamburg, Germany. Virtually its own town, Steinway Village had its ownįoundries, factory, post office, parks and housing forĮmployees. Queens with the idea of moving the factory from The firm purchased 400 acres of remote farmland in Rapidly, requiring greater production capacity. Steinway’s domestic piano sales and exports grew Prestigious ‘Grand Gold Medal of Honour’ for excellence Of cast-iron frames, heavier strings, solid constructionĪnd more powerful tone took the competitive honoursįrom European pianos. Industry because it was there that the ‘American’ system Music historians consider the competition at theġ867 Paris Exhibition the turning point in the piano The Steinway piano but its ‘superior’ sound. Sought to highlight not only the unique construction of Mason & Hamlin in the United States, and Erard andīroadway in Europe. In 1865 sales topped $1,000,000.įrom the beginning Steinway & Sons faced intenseĬompetition from rivals such as Chickering & Sons and Hereģ50 men produced 30 square pianos and five grand It is now displayed in New York City’s Metropolitanīy 1860 Steinway & Sons had built a manufacturingįacility at 52nd Street and Fourth Avenue. Number 483, was sold to a New York family for $500. Henry established Steinway & Sons he had built 482 Henry was a masterĬabinet maker who built his first piano in the ThroughoutĪs evidenced by its 120 patents. Steinway & Sons (remains one of the best-known producers In a brief (1-1.5 pages) essay provide answers to the following questions:ġ) If you performed marketing research for Steinway in a new country that they haven’t started exporting to what primary and what secondary data (learning module 3) you would collect for them?Ģ) What theory(ies) of internationalization (learning module 2) appear(s) to be most applicable to Steinway case? Why? Read the attached Case Study – Steinway & Sons. Steinway & Sons: Internationalizing the piano business
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