Washburn Guitars broke their guitars into four distinct market segments.Each segment would be priced accordingly.Their mass customization instruments were intended to appeal to

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The mass customization instruments were intended to appeal to intermediate skill players who might (or might not) become professional musicians. This segment would be more likely to appreciate and take advantage of the customization options offered by Washburn. First-time buyers are likely to have a smaller budget and may not be willing to invest in a custom guitar, while professional musicians and stars/famous musicians may already have established preferences for specific brands or models.

Washburn Guitars Broke Their Guitars into Four Distinct Market Segments