competitive advantage compared to its viable substitute goods. the way
Martin has done this are;
Innovation
In 1987, martin was established. From then on they have been creating
new “intelligent lighting”, moving lights which are used for effects in
shows (will have page reference to appendix here). As no other company
have come up with a viable substitute product, Martin have the innovation
of “intelligent lighting” in the entertainment market and having few
Alternatives mean this market is an oligopoly.
There innovation has led them in a certain security as no viable substitute
goods are able to copy their design to the same standards. Martin has 3
main departments it offers for entertainment. For visual they have the
“Mac” range and “Jem” range. “Mac” is there “intelligent lighting”. They
have produced many different types of “Mac” and have recently released
their latest “Mac”, “the Mac 700”, the most computerised and the largest
range in visual effects since it predecessors. They have a large range in
audio equipment as well; which is used for large productions. “Jem” this is
there stage effects including smoke machines and low lying fog machines
Lastly they have a structural department. They provide staging and other
rigging equipment for shows and other different entertainment needs.
Cost
Due to the demand of “intelligent lighting” in the entertainment market
and Martin being the world leaders in this, they are able to charge what
ever they want to consumers. This is because of a high demand, Martin
can afford to have high prices because of not having any viable
substitutes.
Relationships
Martin has very strong relationships with their customers and also with
beneficial investors. Their relationship with customers is providing a non
doubtable amazing and long lasting product which is fairly priced due to
its unique selling point; there are not alternatives. As Martin has grown
worldwide, its relationships have also grown. This is including its suppliers
of the raw materials to make there products. There products are very
complex so a lot of materials are need at a low cost. Because Martin are
successful, the suppliers will trust them and carry on supplying because
of their reliability.
Reputation
Martin has one of the biggest reputations worldwide. Because of their
quality products to due the efficiency and high demand. Martin are
recognisable and as their products advance they become more
recognisable. These are how martin gain competitive advantage.
Market
The Entertainment market is a huge market with a lot of products in it.
With Martin, because of they innovation and unique selling of their
product, they do not have little or no competition. There are only few
viable substitutes. Martin is mainly used in theatres and by professional
companies like the BBC. With having a cheap cost of purchase and hire,
martins are more widely used for these instances rather than other
companies like vari-light. A company which also produces intelligent
lighting of a considerably high standard.
