Analysis of the marketing strategy of Emi, the recording music company

Résumé du document

In the last 10 years, the music industry knew a deep period of crisis. There are several reasons: the new opportunities provided by Internet, the changes in the way of listening music, the price of the DVDs, etc ... But if the environment and the market evolved, the industry stayed inactive. When the sales of compact discs began to decrease, the majors didn't ask themselves if it was the time for a change. All the markets follow the life's curb of the products, but the music industry didn't.

The compact disc, compared to the uses of the consumers, didn't feet anymore. During this period, the piracy was the only answer to the decrease that the majors found. If it accelerated for sure the death of the compact discs, it was not the only reason. Internet has changed the relationship between consumers and music. All the elements of the market changed.

Extraits

[...] The consumer habits have changed a lot: they use new music player with their own playlists and they bring it everywhere. The status of them evolved: they are more active and they like it. They want to be part of something and actively participate to the process (listening music is passing more and more to the second plan). The piracy and the free access to a large amount of music is also a data to keep in mind to understand how the market is actually. [...]

[...] The objective is not any more the same ones, Emi doesn't only sell cd's, they sells music. The new models mean positive repercussions in term of promotion, and thanks to the new networks and strong media, a possible development of consumer loyalty with at the end, an increase of the purchases. It is necessary to recreate the link with the consumer and to bring him naturally at the invest. The industry in order to maximize its virtual sells, should facilitate more and more the models of the music acquisition. [...]

[...] The results of the new activities shall be the best indicators for judging the management. Conclusion The end of the Cd's : the numerical sells don't cover the losses of this format. Emi has to find new activities in order to ensure its growth and stop the losses Make a strategy of 360° more developed around its big signatures and artists Think about acquisitions of specialized companies (merchandising, concerts, Image managing, etc . ) Mobile phone market : invest on this sector which seems really presaging good Explore the idea of investing the video games market Continue to collaborate with the new actors (online or not) and distributors (online) Sources http://en.wikipedia.org/wiki/List_of_EMI_labels - http://www.zdnet.fr/blogs/2007/09/11/chiffres-du-snep-au-premier- semestre-2007-petite-lecture-en-diagonale/ - Chiffres du SNEP au premier semestre 2007 : petite mise en perspective - Philippe Astor 11/09/2007 http://www.zdnet.fr/blogs/2007/10/23/emusic-playlouder/ - eMusic et Playlouder, deux modèles d'avenir - Philippe Astor http://arstechnica.com/news.ars/post/20051128-5635.html - Music labels losing sales over DRM http://www.numerama.com/magazine/4940-De-l-industrie-du-disque-vers-l- industrie-de-la-musique.html - De l'industrie du disque vers l'industrie de la musique - guillaume champeau 11/07/2007 http://www.apetudiante.info/spip.php?article246 - Myspace, future maison de disque mondiale - Anne de Malleray 12/05/2007 http://www.evene.fr/musique/actualite/industrie-musicale-maison-disque- piratage-1612.php - Crise ou révolution ? [...]

[...] Analysis of the marketing strategy of Emi, the recording music company Presentation - The market of music - The competitors - The consumers - Emi Mission statement - Where we are? - Internal factors - External factors Vision statement Where we want to be? Objective Goal Strategy implementation How do we get there? Evaluation Conclusion Emi, the recording music company Presentation - The market of music In the last 10 years, the music industry knew a deep period of crisis There are several reasons: the new opportunities provided by Internet, the changes in the way of listening music, the price of the DVDs, etc . [...]

[...] All the elements of the market changed. There were new entrants : New competitors (for instance, which imposed innovative contracts with artists as Live Nation); A different kind of distributors on Internet (I-tunes, Emusic, etc . which modified the way of buying music, the consumer can buy only one track on a album A change about the suppliers with more dematerializations (because Internet and the new formats of exchange such as the mp3's); we can also consider the video games as a kind of product of substitution (many new video games give the possibility to instruments and music). [...]