Ch.7-Business Marketing

Native Instruments not only caters to the personal consumption aspect of selling music productions tools but also changing and helping others build their music programs educational establishments. Native Instruments has helped many recording studios improve their education. These contributions include schools and universities across the globe. Improving the education on digital sound and the research behind it. All educational institutions are eligible to receive discounts up to 80% off on educational products. Native Instruments Education Partnership includes schools such as Berklee College of Music, Manchester MIDI School, SAE institute, London College of Music and more. 


      Berklee College of Music




Manchester Midi School





SAE Institute



London College of Music

Ch.11- Developing and Managing Products

  Native Instruments stepped outside of the box and looked at it's competitors in drum machines. They've collected information and found different ways to improve drum machines and make it much easier to compose and or produce music. They introduced the world to the Maschine. The innovation of the Maschine sets Native Instruments' competitors way behind them. They then  came out with a smaller version, Maschine Mikro, which targeted more costumers because was easier to carry . In 2012 they revised the original blue prints of the Maschine and came out with the MK2 Groove station,which has the same design as the Maschine just improved with different color pads that light up, and other new features. They also released an MK2 Mikro which is a smaller version of the MK2 Groove station. A new product is a product new to the world, the market, the producer, the seller, or some combination of these. Native Instruments made additions, improvements, and revisions to an existing product.
     Feedback is what helps a product's growth. Without it the company doesn't know whether the product is good or bad. When the first Maschine came out, the product limited consumers to create music. Now the latest software provides color coding, new effects, time stretch, and workflow improvements. Since they've added time stretch more artists and producers are updating their drum machines and equipment to Native Instruments' products.  

Ch.8- Segmenting and Targeting Markets

Keeping in mind that Native Instruments is a music and audio production company, it has a way of connecting music composers and producers all over the world. Native Instruments stands for diversity of sounds and create music that could take mixing sound to the next level and creating a new generation of fresh sounds. However, Native Instruments focuses on capturing the audience which consists of people that are music producers/music composers, or people that are interested in learning how to compose and/or produce music.