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Assignement Marketing

Assignement Marketing

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Published by samir12345678

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Published by: samir12345678 on Dec 04, 2009
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09/15/2010

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INTRODUCTION:-Electric and Musical industries was established in 1931. E.M.I is world largestindependent music company which is oldest and universal form of communication,touching every person of every cultural in the global music.E.M.I ‘s business is compose of two main group. First one is E.M.I recorded music andanother one is E.M.I music publishing.ENVIRONMENTAL SCANNING:-Environment Scanning is a process of gathering, analyzing, and dispensing informationfor tactical or strategic purpose. (wikipedia)The Environment scanning process implicate both factual and subjective information onthe business environment in which a company in operating or considering entering. Inother word environmental scanning is study of organizational environment to point outthe environmental factors that can significantly influence organization operation andprocesses which will helpful to understand what is happening both inside and outsideorganization and to increase the probability that organization strategies you develop willsuitably reflect to your organization environment.E.M.I’s marketing planner has to understand the external environment and theinterconnections of its various sectors and to translate this understanding into theinstitution's planning and processes.The recorded music industry has grown increasingly with many technologicaladvancement. But for the past few year the U.K music industry is facing problems withthe technological breakthroughs of different kind, particularly illegal file sharing on theinternet from certain providers free of charge and download this for their own useinstead of buying a CD. As a result, the CD singles market collapsed between 2000 and2004, with annual sales falling from 80 million units, worth £ 200 million, to just 31million units, worth £80 million. According to the international federation of phonographic industries, the retail value of digital music sales in the first half of 2005rose to U.S $790 million from, $220 million in the same period in 2004. Over the sameperiod, price-cutting by big supermarkets saw the value of a CD album fall by aroundfour percent. E.M.I music’s traditional model has been very successful But as anysuccessful business should have response to changing business environment.
SWOT ANALYSIS :-SWOT Analysis is a tool auditing and Organization and its environment.It is the Primary stage of Planning and helps Marketing Planner to Concentrate onkey issues.It is a common Technique Which can find reliable application across diversemanagement functions and activities.SWOT is stand for strengths, weaknesses, opportunities and threats.SWOT analysis can furnish a frame work for analyzing and identifying strengths,weakness, opportunities and threat.
 
 This can also render an impetus to analyze a situation and develop suitablestrategies and tactics which is a basis for assessing core capabilities andcompetence.
STRENGTH :-EMI is the largest global independent major music publisher in nearly 50 country amongits major market are in U.K, Ireland, North America, Continental Europe, Latin America,Australia and Asia with a portfolio of over 1m music tracks.EMI worldwide market share is 12.6% in 2002. Its large size and strong global presentgives many benefits such as cost reduction through economic of scale. The strongmarket share position and vast resources are also give the benefit to attract the beststaff and artist to company which has strong future.-Although the EMI sale is decrease in the year 2003 compare to 2002, where as theprofit of EMI is excellently increase around 33.1% in the year 2003 compare to 2002. Substantial roster of recording artists, supported by over 70 different record labels,diversifying riskGlobal positioning and distribution network maximises chances of artist album successFinancial strength for marketing and A&R activitiesRestructuring programmes are producing a leaner, fitter organisation. Cost savings arehelping todrive margins and earnings growthSolid music DVD business, so far little affected by the music piratesCommitment to digital music positions it ahead of its peersWeaknesses Impacted by persistence of global music piracy, both physical and digitalMusic has been fashion-driven, but now this exposure is being addressedOpportunities Digital music strategy is a fundamental change throughout theorganisation to address newconsumer trendsContinued legal action on pirates should enable the legal market to expand, with EMIwell positionedto maintain its market shareEMI continues to develop new music talent through its A&R activities. This could result infuturesuperstarsStrong future album releases by existing talent should drive physical product salesThreats Erosion of consumer confidence will impact sales of CDs and DVDsFurther progress by music pirates will erode the legal markets for musicWeak album releases will cause physical product sales to stallSource: Bridgewell Securities
SWOT Analysis
SWOT Analysis is a tool for auditing an organization and its environment. It isthe first stage of planning and helps marketers to focus on key issues. It is a generaltechnique which can find suitable applications across diverse management functions and
 
activities. SWOT stands for strengths, weaknesses, opportunities, threats. Strengths andweaknesses are internal factors while opportunities and strength are external.Performing a SWOT analysis involves the generation of strengths, weaknesses,opportunities, and threats concerning a task, individual, department, or organization.SWOT analysis can provide a framework for identifying and analyzing strengths,weaknesses, opportunities, and threat. This can also provide an impetus to analyze asituation and develop suitable strategies and tactics, a basis for assessing corecapabilities and competences. Moreover, this can provide the evidence for, and culturalkey to change and a stimulus to participation in a group experience. StrengthsEMI Music group has an advantage because they compose of the top sellingartists, best songwriters, and extensive catalogues of recordings. Moreover, EMI has alsoa wide range of musical genres.Financial confidence for EMI Music as reported that the company has significantlyoutperformed the industry. , Co-CEO EMI Publishing (2006) represent that the businesshas a remarkable track record, consistently outperforming the industry for the pastseveral years. Revenues increase by a 3.9%, operating margin has improved by 12%,profit before tax increased by 12.9%, and earnings per share improved by 19.8% WeaknessEMI music industry is poor in retailing their products. There is a problem on lowsales on the retailing of the products.Opportunity

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