Electric Guitar Markets in the UK: Case Company Flaxwood Guitars
Majoinen, Aleksi (2022)
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202204054569
https://urn.fi/URN:NBN:fi:amk-202204054569
Tiivistelmä
During COVID-19 there has been a rise in guitar sales worldwide, especially in
purchases that happen via internet retailers. This has also been the case for United
Kingdom. The UK started the process of departing from European Union in January
2021, and this has affected trade from EU countries. The situation also makes
researching different markets in the country quite interesting. This thesis was commissioned by a Finnish guitar manufacturer, Flaxwood Guitars. The
company’s guitars are produced in Joensuu, Finland, and they are sold and shipped
globally mostly through the company’s own online store. This thesis focuses on market research of the electric guitar markets in UK. Main points
of the research are: what type of competitors are on the market, and what is the
business environment like for a company entering the market? The main research
question is: “what type of person would be the end-user of a Flaxwood guitar in the UK?”
The main result of the thesis was that the end-user in the UK would be an experienced
guitar player who knows a lot about guitars and is willing to invest more money in their
instrument than a beginner. The person would also be environmentally minded, and
because of this mindset they would choose a Flaxwood guitar as their instrument
purchases that happen via internet retailers. This has also been the case for United
Kingdom. The UK started the process of departing from European Union in January
2021, and this has affected trade from EU countries. The situation also makes
researching different markets in the country quite interesting. This thesis was commissioned by a Finnish guitar manufacturer, Flaxwood Guitars. The
company’s guitars are produced in Joensuu, Finland, and they are sold and shipped
globally mostly through the company’s own online store. This thesis focuses on market research of the electric guitar markets in UK. Main points
of the research are: what type of competitors are on the market, and what is the
business environment like for a company entering the market? The main research
question is: “what type of person would be the end-user of a Flaxwood guitar in the UK?”
The main result of the thesis was that the end-user in the UK would be an experienced
guitar player who knows a lot about guitars and is willing to invest more money in their
instrument than a beginner. The person would also be environmentally minded, and
because of this mindset they would choose a Flaxwood guitar as their instrument