Marketing Strategy

Marketing Strategy

Marketing Strategy

Introduction

EMI Group is a privately-held music company in the UK. It records and publishes music labels such as Blue Note, Virgin and Capitol Records. The group conducts business in about 50 countries, with licensees and distribution agreements in a further 20 countries. The group operates in the US, the UK and Japan. It is headquartered in London, the UK.

EMI Music identifies potentially successful recording artists, signs them under recording contracts, collaborates with them to produce recordings of their work, markets the finished recordings to consumers and radio, and sells the releases into the retail trade in a variety of formats. The unit's record labels include Angel, Astralwerks, Blue Note, Capitol, Capitol Nashville, EMI, EMI Classics, EMI CMG, EMI Televisa Music, Mute, Narada, Parlophone, and Virgin and is home to some 1,300 artists who encompass a wide range of musical genres from classical, jazz, country and Christian music to alternative, rock, pop, rap/urban, and dance music.

EMI Music Publishing represents songwriters and their work, and owns the copyright to the best-performing catalogue of songs in the world. It is the business of acquiring, protecting, administering, and exploiting rights in musical compositions. Music publishers earn their revenue from licensing the right to use their songs.The unit's publishing catalogues include SBK (CBS Songs, MGM, and United Artists), Filmtrax (Columbia Pictures and Television), Screen Gems, Virgin, Jobete (Motown), and a substantial part of the Windswept Pacific catalogue.

Task 1:

The company's marketing environment includes forces close to the company that affect it ability to serve consumer, such as other company departments, channel members, suppliers, competitors, and public.

An organization is a creature of its environment. Its very survival and all of its perspectives, resources, problems, and opportunities are generated and conditioned by the environment. Thus, it is important for an organization to monitor the relevant changes taking place in its environment and formulate strategies to adapt to these changes. In other words, for an organization to survive and prosper, the strategist must master the challenges of the profoundly changing political, economic, technological, social, and regulatory environment. To achieve this broad perspective, the strategist needs to develop and implement a systematic approach to environmental scanning. As the rate and magnitude of change increase, this scanning activity must be intensified and directed by explicit definitions of purpose, scope, and focus. The efforts of businesses to cope with these problems are contributing to the development of systems for exploring alternatives with greater sensitivity to long-run implications (Bilen 2002). This emerging science has the promise of providing a better framework for maximizing opportunities and allocating resources in anticipation of environmental changes.

IMPORTANCE OF ENVIRONMENTAL SCANNING for EMI Group

Without taking into account relevant environmental influences, EMI cannot expect to develop its strategy. For example, it was the environmental influences emerging out of the energy crisis that were responsible for the popularity of smaller, more fuel-efficient automobiles and that brought about the demise of less efficient rotary ...