 
Because the Roland Group carries a wide range of products, it employs a multi-brand strategy for its various businesses and product lines, in order to strengthen its identity in each of its fields.
In order to respond swiftly to market changes, the Roland Group has created a management structure that focuses on each of its brands. Each company in the Roland Group bases its actions on improving the value of its respective brands, with an overall goal of ensuring a stable revenue base.
The Company's business-specific strategies are described below.
Electronic Musical Instruments Business
- 1. Realization of “Better Life with Music”
- “Better Life with Music” is an initiative to create demand for the Company's musical instruments by proposing the enjoyment of music that enriches people’s lives through the playing of musical instruments. It will be possible to enable more people to enjoy playing musical instruments by resolving each of the issues holding back people who are interested in playing a musical instrument, but have held back until now. Adding to people’s lives, the Company proposes the enjoyment of playing a musical instrument and a life more filled with enjoyment.
- 2.Promote “Realtime 301 Project”
 The goal of the “Realtime 301 Project” is to create and develop products that are number one in their categories, and increase the market value of the Company's products by 30%. The project sets targets in existing markets, identifies the needs in those targets, and develops products that better meet those needs. As the computer revolution and globalization make customer needs increasingly diverse, the project’s goal is to enable greater flexibility and agility, in order to increase the satisfaction of each customer.- 3.Initiatives in Growth Fields
- In addition to musical instrument fields with a focus on keyboard instruments, percussion instruments, and guitar-related equipment, the Company has identified the following new growth fields; audio equipment fields for professional use; video equipment fields; home recording fields based on computer music; and it is focusing its efforts on expanding sales in these fields.
- In the increasingly digital field of audio and video equipment for professional use, the Company will continue to offer one-stop audio and video solutions, integrating everything from concerts and other live performances to recording, editing, and production.
In the home recording field as well, improved computer performance has made sophisticated music production possible in the home. The Company is committed to cultivating new demand, by offering package solutions that fuse hardware and software that make it easy to produce music with high-quality audio.
  
- 4.Build a Global Production Regime
- The Company is advancing a “local production” system: making products close to where they are consumed based on the basic and applied technologies developed in Japan. The goal of this system is to make the business more efficient in terms of transportation and other factors, while also supplying products that match the differing needs of each region. At its production sites in China as well, the Company is moving beyond the manufacture of low-end products for export, and is expanding its production with a view to the domestic Chinese market. It is combining these sites with its production sites in Japan, Taiwan, North America, and Europe, in order to build a global production regime capable of flexible response.
- 5.Enhance Music Education Business
 The Company’s music schools advocate a new style of lessons, based on a unique philosophy called “ism”, which improves musicality by making effective use of the distinctive features of electronic musical instruments, such as music files and automated accompaniment. Moving forward, it remains committed to enhancing this business by offering full-scale, high-quality lesson courses, and offering new lessons for all ages based on the idea of having fun.- 6.Enhance Distribution through Shop-in-Shop Concept
- The Company is rolling out a global “shop-in-shop” model, by partnering with retailers to create dedicated sales space for the products in stores. The goal of this model is to enable customers to make purchases with a full understanding of the Company's products, in a crowded field. The attraction of the the Company's products is communicated directly to customers through extensive product displays and dedicated sales staff.
The Company currently deploys the shop-in-shop model in three formats: Roland Planet, which offers the fun of band performances and music production; Roland Planet X, which is Roland Planet in a more compact format; and Roland Foresta, which brings the enjoyment of playing musical instruments to the home. There are currently a total of more than 100 “shops-in-shops” in Japan. Moving forward, it will provide extensive support for enriching customers’ lives with music, through the “Better Life with Music” concept including solutions to improve quality of life, applications that stimulate new interest, and richer communication through music.
Computer Peripherals Business
- 1.Implement Global Branding
 At the beginning of 2010, the Company adopted “Imagine.” as its unified brand message, and it is rolling out this message globally together with its corporate logo. “Imagine.” is a simple and powerful expression of the slogan “Transforming Your Imagination into Reality” in the Company’s basic management philosophy. To those viewing this brand message, it communicates the message “Imagine freely. (Let your imagination run free),” while at the same time conveying the Company's promise to “transform their imaginations into reality”. The Company is building a global brand image that gives an intuitive understanding linking “Imagine.” with Roland DG, in order to create a uniform brand image recognizable to anyone worldwide.- 2.Promote DVE (Digital Value Engineering)
 In today’s rapidly changing society, society’s needs are becoming increasingly diverse. It is necessary and vital to create new added value, including revising conventional methods, and reducing costs and lead times through process innovation using digital and information technologies. The Company will create added value from its customers’ perspectives, and offer end-to-end solutions that increase customer satisfaction. All development, manufacturing, sales, and other divisions at the Company will reform their processes and improve their internal operations, in order to add value with this perspective. The Company defines “Digital Value Engineering” (DVE) as this process of creating new added value through process innovation responding to changes in society. It will continue to promote DVE moving forward.- 3.Continue Developing Color (Color Products) and 3D (Three-Dimensional Products) Strategies
- The Company remains actively committed to sales expansion by offering end-to-end solutions, concentrating its management resources in line with a basic strategy of color & 3D.
- 4.Expand the Sales Network
- The Company is committed to using its management resources effectively, including enhancing its sales readiness suited to the unique characteristics of regions with differing cultures and customs; strengthening collaboration between sites; and making use of global human resources throughout the group. It will continue to build and enhance a global sales network moving forward.
- 5.Enhancing the Development and Production Regimes
- The Company is actively investing in development in order to improve its agility, create new technologies, and add greater value, while at the same time employing an approach of “focus and selection.” Meanwhile, the Company will work to improve productivity, improve production quality and flexibility, and reduce production costs, by rolling out its production system which we call the “Digital YATAI Production System”.
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