The late 1960s saw trends in the keyboard, wind, and stringed instrument markets that were seriously undermining Conn's position. The growing popularity of portable electronic keyboards was cutting into Conn's niche of home organs and pianos. The market for student instruments was becoming increasingly competitive, with newcomers from Japan offering products more efficiently produced, with higher quality standards, and more tailored to students' needs. Conn saxophones had ceased to be competitive in the professional market during the 1950s due to outdated designs and declining quality. By the late 1960s, their student line instruments were in competitive decline for similar reasons. By 1969, C. G. Conn, Ltd. was facing insolvency.