15th Week Journal

Learning Journal Week 15

 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 is a very famous artist who has been ruling the music industry more than 30 year. She is not only singer but writer , actress, dancer, entrepreneur, songwriter, record producer, film producer, film director, fashion designer, author as well as philanthropist. She is considered as one of the most sensational singer in modern days. She has ruled and gave hit songs more than 30 years. She has also implemented the strategy to overcome the change which helped her to sustain changing market. 

She did not only stick to one kind of music but where she put her interest on different arenas. She became the style icon, awarded on the movie "Evita" and also was the most featured on MTV, remarkable performance at MTV VMA.

What strategy directions could the artist pursue over the next ten years to continue her commercial success? 

Market Penetration	New products and services
Diverse age group	Charity and other social activities.
Musical Tour to increase customer	Encourage the people to come to music industry
Music with different taste according to people desire
Market Development	Conglomerate Diversification
Promote by advertisement	Show in Foreign Countries
Development of new talents	Collaborate with foreign artists
Buy a competitor company
Collaboration with Music Artist to meets the taste of different buyer.

Reference:

Bio True Story ., 2013. Madonna biography. (Online) Available at :< http://www.biography.com/people/madonna-9394994?page=5> [Accessed on March 5^th 2013]

The top tens, 2002. Top ten controversies of Madonna. [online] Available at: < http://www.the-top-tens.com/lists/controversies-madonna.asp > [Accessed 5^th March 2013]

Flavor of success, 2010. Madonna – the spicy dessert. [Online] Available at: < http://flavor-of-success.com/success-stories-madonna-the-spicy-dessert/> [Accessed 6^th March 2013]