Fender's Supply Chain Management

2494 Words Aug 16th, 2009 10 Pages
The world's manufacturing leader--Fender Guitar Company which was established in 1946, the full name of Fender Musical Instruments Corporation. In the past 60 years, Fender has become one of the hallmarks of the United States. The contribution of Fender sound's modern music development has already been spread in global and still continuing. Through the first to introduce the commercialization solid electric guitar, produced the first electric bass and numerous classic speaker. The style of Fender musical instruments includes jazz, pop, rock, country music and so on. Everyone from beginners to enthusiasts and even the world-renowned performers all can find the suitable musical instruments for them. Fender intends to position itself in the …show more content…
2003 early, Fender made some adjustment for its family of products Gretsch and started the production and distribution of new Gretsch guitars.

2.3 Fender's new supply chain strategyFender plans to promote their products can be more clearly conveyed. They announced in Feb. 2007 will be to produce a product guide with illustrations of replace the traditional front-line journal of the year. This change in order to give publicity by its supply chain cost considerations, The traditional cost of printing, as well as the most trend copyright convenient substitute for internet magazine, which can solve the printing, distribution, copyright issue of cost and time. The guide contains a set of new Fender product introduction and picture. The new Fender Frontline In-Home will be conveyed to customers the latest products of Fender, and the provision of mail to customers if they need and have registered in the Fender website. This shows that the Fender was constantly improving its customer service systems to optimize their supply chain management.

2.4 Fender's Australia supply chainFender in Australia has a complete supply chain system, but it still has a few aspects need to improve. Fender established more than 92 local authorized dealers in the Australia, 26 in NSW (HREF 2). Fender distributes Recommended Retail Price (RRP) information to all of its
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