? ? ? BACKGROUND With over 260 stores across the United States, Guitar Center is the world’s largest musical instrument retailer with the greatest selection of popular guitars, basses, keyboards, DJ equipment and numerous other related offerings. CHALLENGES Guitar Center is a mature, established brand in the markets they serve. Having recently experienced modest store growth of 8 to 10 new locations per year, they wanted to ensure that they had good store coverage while also identifying any opportunity gaps in their existing markets. SOLUTION Tango supported Guitar Center’s strategic plan by developing robust market optimization and sales forecasting models that assessed sales, net-new sales and the cannibalization impact of proposed new sites. Tango’s analyses also uncove

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