The London series were the first include
an upright model selling $100, yet this was still over the
ideal price range $75-80 needed compete with Victor and
Columbia, whose prices were dropping.because its superior musical merit. Just the time when
the selling divisions needed reduce prices, they were were
being forced the costs manufacture."
This line was now outdated because from 1920 onwards TAE Inc.. to
the largest segment the market, this case the low-priced
machines.. Salesmen had always stressed the quality the
Edison phonograph and had been instructed sell "the
superior instrument."
The Edison industries, especially the phonograph
divisions, were shocked the severity the competition
after the 1920 depression.
had look for sales the mass market.^ belated response
to market conditions, TAE Inc. The Edison machines were
still not cheap enough sell sluggish market. Many of
Edison's customers lived rural areas and their Great
. introduced new line disc
machines 1922.XIII- 5
practically the best cell for equal less money than the bulk
of our competitors. After the War the
phonograph market shifted from the high priced Victrolas the
very cheap disc machines. Again Victor had beaten TAE Inc. The laboratory and Works struggled make this
transition while the sales force rethought its marketing
strategies. The recession 1920/1921 hit the
sales medium and expensive models because the public now
wanted low prices and better value
