Strengthening the Distribution Channel at Steinway
Robert Batt T'06, M. Eric Johnson
Length: 22 pages
Publication date: 2007
Few brands enjoy the quality image of Steinway & Sons. For nearly two centuries, Steinway’s pianos have set the world standard in product excellence. While quality has also been the cornerstone of Steinway’s manufacturing and marketing strategy, its channel strategy was less well-aligned. What were the strengths and weaknesses of Steinway’s distribution network? This case examines the integration of operations and marketing strategies. It describes how Steinway used channel consolidation and new product offerings to enhance its distribution strategy and control its quality image.