I choose to do my arts marketing report on the EMI Group operational in the music industry because it's an English company which many people are unaware of and is one of the world's leaders in the music industry. The company is an independent music publisher and owns record labels such as Blue Note, Virgin and Capitol Records. EMI releases more than 1,000 albums every year and has a roster of over 1,500 artists. The firm is active in over 50 countries, with licensees and distribution agreements in a further 20 countries. The company is based in London and employs about 6,300 people. The company recorded a turnover of £2,079.9 million during fiscal year ended March 2006, an increase of 3.9% over 2005. The operating profit of the company was £250.5 million during fiscal year 2006, an increase of 20.2% over 2005. The company's operations are broadly run through two divisions, EMI Music and EMI Music Publishing.
[...] EMI is walking the right path with its new marketing strategy as the issues facing the industry are not going to be solved without co-operation or collaboration tackling the growing intellectual property theft epidemic and to change the consumer mindset, which still sees the music industry as part of “rip-off Britain”, whether that is justified or not. Recommendations The problem of piracy needs to be undertaken by any way and may require some sacrifices which is indicated by EMI's strategy. [...]
[...] It is not only a good marketing strategy for that reason, it will finally be some positive PR to the music industry and may have a noticeable impact on digital music sales for the company with an already upward trend in legal downloading sales over the past few years suggesting a greater public acceptance of paid downloading. With further price drops, one song track on iTunes in Great Britain will be charged 99 pence, in comparison with an album bought at a price of approximately for 13 songs or less at Virgin Megastore for example, a save of approximately 15 pence is made on every song. [...]
[...] the newest marketing strategy of the company concerning the digital music format distribution and evaluate its effectiveness. Then, in a second part, I will give recommendations on how EMI's marketing activity should be developed over the next twelve month period based on situation analysis, sectoral research, buyer behaviour, positioning and product development. Analysis & Review The global music industry is not having its finest hour; it's still fighting against illegal music downloading. Theft of intellectual property as it is called is raising many problems for companies operating within the music industry. [...]
[...] By undertaking these well-discussed actions, EMI is positioning themselves as a leader in the music industry for the consumers, the first company to start “opening digitally and offer almost their entire music catalogue which is covering all music trends, and even teaming up with the world's leader in portable music with Apple's iPod with market shares going up until 80% in some countries and with Apple's iTunes counting for approximately 70% of all digital paid music. It also differentiates itself with improved sound quality and lower prices, a move that will be observed by consumers and certainly by competitors. [...]
[...] Of course, a company's strategy affects the marketing strategy of that same company, and that is what this report is all about. EMI has consequently adapted its marketing strategy to ensure that the investments in the digital distribution area weren't wasted. The firm started by a deal with a mobile music provider, Chaoticom, involving its carrier partners among which Orange to allow the distribution of EMI's music catalogue. Further steps to strengthen its presence in the mobile phone industry were made when the company teamed up with another giant, Vodafone, and another later, T-Mobile. [...]
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