UNIVERSITY OF BRADFORD, SCHOOL OF MANAGEMENT.
MARKETING PLAN FOR EMI MUSIC.
MARKETING
MAN 4045M.
FT MBA 2009-10
UB 090165380
STATEMENT OF AUTHENTICITY:
I certify that this assignment is the result of my own work and does not exceed the word count mentioned below.
Word Count:3500
(Excluding references, bibliography, graphs, tables and their titles)
CONTENTS
TERMS OF REFERENCE: 4
EXECUTIVE SUMMARY: 4
BUSINESS MISSION: 4
EXTERNAL MARKETING AUDIT: 4
Macro Environment: 4
Political: 4
Economic: 5
Technological: 6
Social: 6
Micro Environment: 6
The Market: 6
Consumers: 8
INTERNAL MARKETING AUDIT: 11
Operating Results: 11
Strategic Analysis: 12
Current Marketing Objectives (EMI, 2009): 12
Market Segmentation: 13
Competitive Advantage 14
Marketing Mix Effectiveness: 14
Marketing Structures: 14
SWOT ANALYSIS: 14
Strengths: 14
Weakness: 14
Opportunities: 14
Threats: 14
MARKETING OBJECTIVES: 14
Strategic Thrust: 14
Market Penetration: 14
Market Development: 14
Service Development: 14
Diversification: 14
Strategic Objectives: 14
CORE STRATEGY: 14
Target Markets 14
Competitive Advantage: 14
MARKETING MIX DECISIONS: 14
Product: 14
Promotions: 14
Where & How to Promote: 14
Price: 14
Place: 14
BUDGET: 14
ORGANIZATION & IMPLEMENTATION: 14
CONTROL: 14
REFLEXIVE ACCOUNT: 14
Why EMI? 14
Highlights: 14
Practical vs Theoretical: 14
REFERENCES: 14
BIBLIOGRAPHY 14
APPENDIX: 14
Reasoning for budget allocation: 14
TERMS OF REFERENCE:
Electric and Musical Industries (EMI) is one of the world’s leading Music companies with some of the best known recording artists, songwriters and Music catalogues. EMI has two operational divisions: EMI Music and EMI Music Publishing. EMI Music division is divided into three business units namely New Music, Catalogues and Music Services (EMI, 2008). This paper would be formulating a marketing plan for the New Music unit of...