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EMI and the Digital Music Industry - Article Example

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This article “EMI and the Digital Music Industry” analyses the relationship between EMI and the digital music industry. The author has included an environmental scanning of the music industry to determine an appropriate marketing strategy to help EMI marketing department come up with marketing ideas…
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EMI and the Digital Music Industry
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Download file to see previous pages According to the Business Dictionary (2010), environmental scanning is the careful examination of an organization’s external and internal environments detecting early signs of threats and opportunities which might influence its present and future plans. It is the process of acquiring and using information and facts about events, relationships and trends found in the external environment of an organization. This information is meant to help the organization’s management forge future courses of action.
Environmental scanning is important as it will help EMI focus on what makes it strong and improve on its areas of weaknesses. In other words, this scanning will enable EMI to capitalize on its market in order to make as much profit as it can. For the purposes of this paper, I will analyze the social, economic, technological, competitive and regulatory forces that affect the marketing environment of EMI.
Social Effects
It is quite clear that human beings are music oriented. This makes music to be one of the most vibrant industries all across the world. Being a music-oriented company, EMI has to focus on selling its music to as many people as possible. However, there is a need to consider the music needs of people from different social backgrounds. This is where music genre marketing comes in. There are some people who prefer listening to hip-hop kind of music and there are those who love rock music. The social background of different target audiences will affect what kind of music EMI markets to them. ...Download file to see next pagesRead More
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