Principles of Management (MGT503)

Assignment # 1
Due Date: Nov 26, 2014

Marks: 10

For well over a century and half the Martin Guitar Company (established in 1883) of
Pennsylvania, USA has been providing audio instruments, considered to be among
the finest in the world. Specially a Martin guitar, which can cost more than $10,000.
The company has managed to defy the odds and survive through six generations.
Current CEO, Chris continues to be committed to the guitar makers craft. He even
travels to Martin dealerships around the world to hold instructional clinics to train,
educate and for feedback. Few companies can compete the brand power of Martin
Guitar, why? and what are the keys to the companys success? A primary one has to
be the managerial guidance and skills of a talented leader who has kept organizational
members focused on important issues such as quality.
A good guitar cannot be built for the price of a poor one. Almost hundred years
later, this statement is still an accurate expression of the companys philosophy.
Although, the company is firmly rooted in its past, Chris was not reluctant to take the
company in new directions. For instance, in the late 1990s, he made the bold decision
to start selling guitars in the under $800 market segment. This segment accounts for
65% of the guitar industrys sales. The company new guitar model DXM was
introduced in 1998. Although, it didnt look, smell, or feel like the companys pricier
models, customers claimed it had a better sound than other instruments in that price
range. Chris justified his decision by saying that if Martin just worships its past
without trying anything new, there wont be a Martin left to worship.
The company is doing well under Chris management. Revenues have continued to
increase and in 2014 were close to $60 million. The manufacturing facility was
expanded and new guitar models continue to be introduced. Employees describe his
management style as friendly and personal, yet firm and direct. Although Martin
Guitar Company continue to spread its wings in new directions, it hasnt lost sight of
the commitment to making the absolute finest products it can and under Chriss
Question:
What management roles would Chris is playing as he (a) visits Martin dealerships
around the world, (b) assesses the feasibility of new guitar models, and (c) keeps
employees focused on the companys long standing principles? Explain your choices.

*) Note: Provide your answers in the following table format:

Roles
a)
b)
c)

Explanation

INSTRUCTIONS:
Just identify the Role and its explanation in the table. No subject or theoretical
discussion is required.

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