CASE STUDY –MADONNA
1. Why has this artist been so successful?
What are her key sources of sustainable competitive advantage? Think about her unique resources and core
competencies, think about how she has responded to changes in the external environment,
why is she difficult to imitate?
Madonna, the queen of pop, has always been
able to stand one step ahead of everyone else. The main key to Madonna’s
stardom has been her vision to become world’s foremost female artist performer.
Her vision has been clearly apparent from activities like stage performance,
television appearances, albums, music videos, Hollywood films, books, and links
to charity, etc. Her ability to appreciate her current customers by meeting
their needs and tastes and understanding of the music industry made her
successful. She has also shown an ability to tap into evolving trends and
interpret the needs of the market.
She has the ability to shape her image in the
media, get involve in various controversies and used her sexuality from the
start. (esmt.org, 2013)
The key sources for her sustainable
competitive advantage are
- Her ability to acknowledge her own competencies and weakness, like by bringing people with various talented with herself as a hub using her extensive support personnel.
- Her chameleon like character to reshape and exploit emerging trends
- Loyal fans and customers
- Her quick responsiveness to changes in the competitive environment
- Her strategies are long-term
2. What strategy directions could the artist
pursue over the next ten years to continue her commercial success? Consider
each of the four boxes from the Ansoff matrix. What new products or markets
could she enter? How might she diversify or continue to penetrate her existing
market?
Existing New
Market penetration
Promote hersely in brands, videos, tv
appearances
|
New
product and services
Get
into beauty product industry
Do
some reality shows
|
Market development
Expand her franchise into different Asian
Markets like China, Japan, Korea, Arab, etc
|
Diversification
Open music school and teach music
Publish book and autobiography articles
|
References:
J. Anderson and M. Kupp. Madonna-Strategy on the dance floor[Online] Available at: http://www.esmt.org/fm/13/Madonna_article.pdf , [Accessed on 22 Oct,2013]
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