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Asian Guitar Replicas Companies and Brands: Main Marketing Strategies and Perspectives in the Russian Market

Student: Anna Bozhukova

Supervisor: Romie Littrell

Faculty: Saint-Petersburg School of Social Sciences and Area Studies

Educational Programme: Business and Politics in Modern Asia (Master)

Year of Graduation: 2021

This work investigates perspectives of Asian guitar replicas companies and Asian guitar brands in the Russian market as well as main marketing strategies that these companies are effectively using now and might possibly use in the future to widen the scope of target audience and attract more people to buy electric guitars manufactured and designed in Asia. As new technologies appear, it becomes easier to buy any kind of guitar and ship it from all parts of the world. What is more, with the use of Internet, today there are much more opportunities for both professional musicians and guitar beginners to share their music and raise money. Thus recently, both globally and specifically in Russia, electric guitar market has been growing, with big share of this market and producers shifting from the USA to Asia. To analyse the Russian electric guitar market both quantitative and qualitative methods were used, including statistics analysis as well as analysis of the survey and results of a number of comprehensive interviews with professional and non-professional musicians, guitar collectors and guitar shop owners. The results of the research demonstrate that in the Russian market Asian guitar brands have very good prospects and show much promise. Still, some particular issues can be solved by adopting new marketing strategies and further increasing the quality of a final product. This paper seeks to analyse main factors that distinguish the choice when buying electric guitar within different customers’ groups and discusses main marketing strategies and mechanisms that can be used to widen target audience group and increase sales of Asian electric guitars in Russia.

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