Magazine article Marketing

Amstrad's Hong Kong Link Heralds Second Crack at Hi-Fi Market

Magazine article Marketing

Amstrad's Hong Kong Link Heralds Second Crack at Hi-Fi Market

Article excerpt

Amstrad's Hong Kong link heralds second crack at hi-fi market

Amstrad is to re-enter the 700m [pounds] UK audio market after pulling out with burnt fingers two years ago.

A joint venture sealed this week with the Hong Kong electronics company Tomei will, claims Amstrad chairman Alan Sugar, re-establish his company "as a major player in the audio sector".

The new company, Amstrad Tomei, will supply "key European markets" with Hong Kong-produced personal stereos and music systems by the end of 1992.

Sugar's strategy is to brand Amstrad as the top end marque, Fidelity as the mid-range brand and Tomei's Cascade covering the "lower end mass market".

But Amstrad Tomei enters the market at a time when cheaper mass market products are losing their appeal. The one-piece music systems and centres which Amstrad marketed in the 80s are losing ground as the more sophisticated midi and mini systems come down in price. …

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