Abstract

The case “Pearl River Piano – Tuning into the Global Market,” 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.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• To comprehend the challenges faced by a brand from an emerging market in the global market
• To identify the various methods of making a market entry into a mature market
• To understand the importance of quality and price in providing unique competitive advantages
• To recognize the means of increasing brand image

Keywords

Pianos, Emerging Markets, Brand Identity, Brand Management, China, Pear River, Ritmuller, Chinese Exports, Automation, Yamaha, Reforms, Quality issues, Joint Venture, Musical Instruments, Quality Certification, Price Competition