International Marketing: Strategies and Challenges for Australian Music
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This report discusses the strategies and challenges faced by Australian music artists in entering international markets. It explores promotion strategies, impact of recent trends, and major obstacles to persuasive promotion strategies.
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Running head:INTERNATIONAL MARKETING International marketing Name of student Name of University Author note
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1INTERNATIONAL MARKETING Table of Contents 1.Introduction.........................................................................................................................3 2.Environmental analysis.......................................................................................................3 2.1 Promotion strategies for Australian music ininternational markets................................3 2.2 Impact of recent political, social, economic and technological trends on the promotion of Australianmusic in international markets..........................................................................5 2.3 Major obstacles to persuasivepromotion strategies by contemporaryAustralian music artists entering internationalmarkets......................................................................................6 3.0 Strategic orientation.............................................................................................................7 3.1 Specific overseas market..................................................................................................7 3.2 strategic marketing mix (consider 4 P's)based on the international market....................8 4.0 Key findings.......................................................................................................................10 Conclusion................................................................................................................................10 References................................................................................................................................11
2INTERNATIONAL MARKETING 1.Introduction From the case study, it is understood that the report is prepared to discuss about the Australian music breaking into the international market to ensure successful global business management and enhanced revenue generation. One of the most important things that can be understood from the context is that the persuasive promotion strategies have often been associated with the entry into the international markets to draw in more music lovers and ensure the Australian music to make a mark in the global marketplace. Based on evidences, it has been found that the domestic market for sales of contemporary music in Australia is just two percent of the entire sales of music in Australia and thus there is need to enter the global markets and increase both domestic as well as global sales of music (Czinkota & Ronkainen, 2013). Considering the promotional strategies adopted by the Australian music to enter the foreign markets, there are multiple issues and challenges faced by silverchair and Human Nature such as the securing of international record deals, highly competitive international marketplace, poor positioning caused due to change in musical direction from time to time. The needs and preferences of the musicians and music artists vary and also, the fans’ behaviours constantly change from time to time, which creates difficulty for the Australian contemporary music to enter the global markets and maintaining consistency (Papadopoulos & Heslop, 2014). Another major issue associated with the entering into global markets is the huge funding or investments that are required and this has been very limited, as seen from the case study. The report will present an analysis of the various environmental factors related to the Australian music’s effort to enter the foreign markets while few measures shall be recommended for ensuring that the Australian music grow and become popular all over the world (Paliwoda & Thomas, 2013).
3INTERNATIONAL MARKETING 2.Environmental analysis The environmental analysis is done for evaluating the promotion strategies along with the impact of various factors and trends on the promotions of Australian music to enter the international markets. The issues associated with the persuasive promotion have already been identified and thus probable strategies will be integrated into the business goals, thus, aim to enter the foreign markets and ensure smooth business functioning and revenue generation as well (Ford & Leonidou, 2013). 2.1 Promotion strategies for Australian music ininternational markets Few of the examples of Australian music being promoted in the foreign markets has been possible with the help of conventions, conferences and expositions such as the Winter Music Conference in Miami, Florida and South by South West music and media conference, Austin, Texas. The management of these conventions have been possible with the help of persuasive promotion strategies by the musicians and bands of Australia to enter the international markets and strengthen the fan base, thus increase the popularity of Australian music all over (Akaka, Vargo & Lusch, 2013). Considering the case study, silverchair, a rock and roll Australian music band and Human Nature, also found to be associated with the pop genre music, both, have implemented various strategies for promotion of music all over. The music played on radio in US along with the use of heavy video clips, broadcast on MTV and live performance tours have promoted the Australian music in both Europe and United States. The TV shows and Saturday Night Live on NBC channel also facilitated the promotional activities (Majaro, 2013). There has been formation of new record deals for silverchair and signing with Eleven under the EMI banner further contributed to the development and strengthening of smaller bands in Australia to make a mark in the foreign marketplace.
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4INTERNATIONAL MARKETING On the other hand, Human Nature, the band focusing more on the pop genre music production, conducted European music tours, which comprised of more than 50 shows and thus helped in targeting the right audiences all over the international marketplace. The record deal with Sony Music Australia further helped in introducing three new albums, which allowed the band to gain popularity while the promotions via TV and radio broadcast helped in making the Australian music secure a good place in the foreign market, especially in United Kingdom and United States of America (Morschett, Schramm-Klein & Zentes, 2015). The advertisements and promotions for the rock concerts arranged also helped in creating international exposure and enabled Human Band to create frenzy among the music lovers and fans of Australian music worldwide. Working in partnership with TV shows such as ‘Neighbours’, where a song was performed by Human Nature while the Australian national anthem by the pop band during the Sydney Olympic games also resulted in enhancing the exposure in the foreign market and creating influence on the music lovers and fans of Australian music too (Cavusgil et al., 2014). One of the major aspect of making an entry into the foreign markets is to involve the existing fan base through creation of new ones and also maintaining identity as an artist properly. St the present era, the Australian music has involved the social media platforms, email campaigns and used various blogs and forums to attract new fans and retain the existing fan base too (Demangeot, Broderick & Craig, 2015). Nowadays, with the advent of new technologies, there have been enough scopes and opportunities for implementing social media marketing to reach fans easily and at the same time, make an extended reach into the global markets within the music industry with ease and efficiency. For example, the Australian music bands have engaged social media platforms to gain information and data about the fans considering their involvement with the music blogs,
5INTERNATIONAL MARKETING record labels and accounts of people, which has often facilitated extended reach to the wider groups of audiences and ensured targeting the right market segments too with much ease and effectiveness (Skarmeas, Zeriti & Baltas, 2016). The paid advertisements on the social networking websites have further been facilitated with the use of hash tags and posts, which has also improved the exposure to audiences without any notable cost associated with the promotion strategies. It has also been found that the global adaptation and standardisation of music have facilitated reaching to similar kinds of dynamics and thus allowed the people of foreign markets to adapt the Australian music and culture once it sound favourable and melodious for them. The Australian music included silverchair’s single songs and album, which favoured the brand exposure while Human Nature’s pop music is somewhat different to normal pop music nowadays and have some hints of classic songs produced by Westlife, Backstreet boys, Hanson (De Mooij, 2015). This kind of music should be easily differentiable by people from other music types, furthermore allow them to slowly adapt to the Australian pop culture and music, which could further enhance the popularity of the Australian music and ensure successful positioning within music genre, thereby, gain sustenance in the international marketplace too (Samiee, Chabowski & Hult, 2015). 2.2Impactofrecentpolitical,social,economicandtechnologicaltrendsonthe promotion of Australianmusic in international markets Political trends The political condition of the country where Australian wants to make an entry into the market needs to be assessed to look for any political conflicts and corruption, furthermore ensure the people’s behaviours regarding their love for different music genres in Australia. TheAustralianCouncilandotherfederalGovernmentauthoritieshavepromotedthe
6INTERNATIONAL MARKETING Australian music industry to survive in the foreign marketplace while at the same time, facilitated the use of Information and communicationstechnology along with support provided to enhance trade promotions (Forsgren & Johanson, 2014). The Department of Foreign Affairs and Trade along with the involvement of Australian Trade Commission further contributed to the management of strategic international artistic and music events and even allowing for market development activities by the musicians in Australia. With the Government support, the Australian music has been able to make a mark in the international markets supported through management of international touring and showcasing talents and even improving the networks for distribution of music by the music composers and song writers from Australia (Gibson & Connell, 2016). To adjust with the political conditions in the foreign marketplace, the Australian music industry cold also support the non-profit organisations and charities to facilitate the development of international market and at the same time, contribute to the wealth of the community, furthermore cerate convenience for the people in Australia to succeed in terms of both export activities and international business expansion too (Fletcher & Crawford, 2013). Social trends From various evidences, it has been found that the distributable royalty income has increased for the past few months, which created enough scopes and opportunities for managing the mechanical rights and ensure successful streaming of services for gaining more subscribers to the music websites, furthermore ensure strengthening the revenue structure while entering the foreign marketplace. The positive social trend could also be the great growth in local and global revenue structure, which has allowed the Australian music industry to gain growth over 70 percent in terms of foreign royalty earnings (Tschmuck et al., 2013). The demographic factors as well as the focus on online marketing by YouTube has
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7INTERNATIONAL MARKETING also contributed to the management of entry into the foreign market, which has helped in creating a platform where different genres of music could be available for different age groups based on their preferences. To remain socialised and connect with more music lovers, the Australian music has also introduced music apps for enabling the people embrace music streaming conveniently. Economic trends The economic trends include demands for music streaming, which has been the norm and thus it can create ease for silverchair and Human Nature to partner with Spotify and other music streaming service providers to allow consumers freely access the songs. There are also subscription options, which can allow customers to access music of high quality and other features without any ads. Based on the demands and preferences of music lovers in the foreign marketplace, the Australian music industry could also manage licensing for the use of music composed, in the advertisements and for promotions, which could also be a major source of revenue for the music composers and producers (Kern & Tague, 2017). This should allow the music industry in Australia to make a mark in the foreign marketplace, furthermore generate higher revenue and contribute to the economic growth of the nation too. Technological trends Withtheadvancementintechnologies,themusiccompaniesandbandslike silverchair and Human Nature from Australia have managed to conduct social media marketing techniques to reach more audiences. The sales of merchandises on the company websites could also promote the business and allow for flourishment while on the other hand, the involvement of music channels like VH1, MTV, etc. also contributed to the acquiring of royalty benefits for the music content played on radio and music channels (Gamble & Gilmore, 2013). The use of Spotify helped in music streaming online, which can be accessed
8INTERNATIONAL MARKETING by people all over, thus, allow the Australian music industry to attract both local as well as foreign audiences with much ease and efficiency. This should be beneficial for promoting the music as well as ensure that the music bands create a sustainable position within the international marketplace effectively. 2.3 Major obstacles to persuasivepromotion strategies by contemporaryAustralian music artists entering internationalmarkets There are multiple challenges and issues that have created obstacles for the Australian music artists to make entry into the international markets. These major challenges are associated with the poor promotional activities and thus resulted in failing to draw in enough audiences and influencing them to enjoy the songs produced by the Australian music composers and producers. Based on the case study, it could be seen that the various challenges associated with the promotion strategies’ implementation and success while entering the international markets for silverchair and Human Nature are issues resulting while managing international record deals and not being able to interact properly with the agents and contacts which further created complexities in surviving in the international market (Okazaki & Taylor, 2013). There are also other challenges such as the high competition within the international marketplace and also the genre of music might not be adaptable to the foreign market.Silverchairwasfound to be associatedwith hard rock music, which resembled metal music while in few cases, the music has been categorised in the rock n roll segment. There were also criticism considering the allegations made by the music press and artists in US about making similar kinds of music in the form of songs prepared by UK brands such as Nirvana, Led Zeppelin (Cohen, 2013). Due to this also, silverchair faced some major issues while entering the foreign marketplace and even the position in the music charts dipped to a certain level. The changing behaviours among the individuals in the foreign
9INTERNATIONAL MARKETING marketplace also contributed to the formation of challenges associated with the global market expansion. The challenges that might be faced by Human Nature and silverchair in the future while entering the international marketplace could be the changing needs and preferences of the customers and poor support from the Government and regulatory bodies present in the concerned place where the company wanted to enter. Other challenges include lack of funding and investments that could often create complexities for the persuasive promotion strategiesassociatedwiththeglobalbusinessexpansion(Howard,2016).Duetothe limitations of funding sources and lack of partnership with the music agents and companies in the international markets also, the sales generation and revenue are affected and much complexities are faced while surviving in the competitive global market with ease and effectiveness. There are multiple strategies and approaches that can help the entire Australian music industry to enter the foreign market and resolve the issues or challenges. To ensure stable business functioning and make the Australian music become popular overseas, it is always important to improve the distribution networks and enhance the level of awareness among people about the Australian music. This should be possible with the help of proper funding and investments to be made by the shareholders or investors, furthermore ensure stable international business expansion. A major strategy could be the establishment of good relationships between the music artists and fans. Nowadays, to become popular within the international market, the musicians need to maintain interactivity with the audiences, which could be possible with the help of messaging bots and tools. The engagement of social media platforms could be an useful strategy for extending reach to audiences and establish good connections between the music composers and artists and the music lovers (Bernstein,
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10INTERNATIONAL MARKETING Weissman & Sekine, 2013). The use of messaging apps such as Facebook, Instagram, Twitter, WhatsApp, etc. could also allow for engaging with the wider group of audiences, furthermore develop useful marketing strategies and techniques for reaching them and creating interest among them about the Australian music. Another useful strategy should be to maintain good contact with the music agents and match up with the music styles in the place where the Australian music aimed to enter. This would surely influence the main stream acts as well as increase the scopes to a large extent, thereby, enable silverchair and Human Nature to promote the music by adopting the foreign culture too. The partnership or sponsorship with Spotify should further boost the distribution networks’ efficiency and ensure making more audiences aware of the Australian culture and music, which has tried to make an impact within the international market (McNair et al., 2017). The performances and concerts often create good scopes for the talents and musicians from Australia to present their talent and skills in front of the people in the global marketplace and at the same time, inspire the big musical trends to influence the behaviours of musicians and artists (Kelly, 2013). 3.0 Strategic orientation 3.1 Specific overseas market I would like to consider the Human Nature band from Australian, which can aim to enter an overseas market to facilitate international market expansion and at the same time, improve the global business management. Human Nature is a popular pop band in Australia, which has already made a mark in the overseas market, but now they can enter the US or UK market to remain at top in the musical charts, furthermore ensure proper distribution of pop musicandcultureoverseastoo.TheoverseasmarketthatHumanNaturebandis recommended to enter, can be the United States of America (Knights¸2016). It could be a
11INTERNATIONAL MARKETING great arena for pop music and thus the band reflects the culture of the place by performing its musicalactivities,furthermoreshallensuresuccessfulreachintotheinternational marketplace. The announcement of USA “JukeBox” National tour could be effective with the inclusion of Legacy recordings CD release and National PBS special. Being attained a great position within the pop music industry, Human Nature has been one of the major pop vocal groups of modern era and with the craze among the people in USA towards pop music, it would be easy and quite effective for Human Nature to enter the foreign market with ease and efficiency (Fairchild, 2016). The pop vocal groups’ band should perform stellar and existing live shows and could also introduce music CDs all across USA along with the PBS special for attracting more fans, starting from New York to California. Due to the pop culture among music enthusiasts in USA and their love for pop music, Human Nature would be able to make an entry into the international market of USA quite easily and at the same time, mix the pop classics from the music catalogue such as from the Soul standards, Motown, Doo-wop, etc. and prepare for the playing of music during the concerts (Shuker, 2013). The musical genre should also cover the latest classic hits mixed with the pop music, which could make fans go frenzy over the band. This should also allow the band to deliver chart busters and remain at top of chart, thereby, sustain a good position within the music industry of USA. 3.2 strategic marketing mix (consider 4 P's)based on the international market The US music industry holds a good amount of market share and is considered as the largest music market all over the world. The dominant position of the music market in US has created convenience for many other nation’s music to enter the country such as the case here. Here the case study illustrates about how the Australian music industry has aimed at entering the international market of USA. The music recording industry is huge, which has created enough scopes and opportunities for the Australian music to make a mark within the industry, furthermore could ensure management of worldwide diffusion of the music and its launch via
12INTERNATIONAL MARKETING promotional approaches managed by media channels such as YouTube, MTV, iTunes and other social networks such as the Twitter, Instagram and Facebook (Tiago & Veríssimo, 2014). A set of strategic marketing mix considering the four major principles of marketing mix will be analysed here for the international market in USA where the Australian music wants to enter. The marketing mix consists of various principles of marketing including the product, price, place and promotions based on the international market that has been selected here. Product The product is a tangible thing that needs to be sold to the customers, but here it is a kid of format, i.e., songs, that are delivered to wider groups of audiences. Considering the US music industry, the music has been the core product that can be delivered in the form of songs to the individuals. The songs are the actual products to be made available in the global market of USA by Human Nature in different formats such as singles, studio albums and also in both digital and physical formats such as CDs. The three major components associated with the music are singer, visual as well as audible performance and composition of music through use of song lyrics (Torresi, 2014). The record label is managed to ensure analysis of consumer’ buying behaviours, furthermore create some attractive content and elements for keeping the individuals cope up with the pop music trends. The distribution channels such as YouTube, MTV, etc. are considered as useful or exploring hidden talents, furthermore could create better scopes and opportunities for the Australian music to enter the foreign market with ease and effectiveness. The pop music culture in USA is quite appealing for the Americans considering the use of lyrics and also dance content in the music videos, It could also create better opportunity for Human Nature to maintain the pop culture to cater the needs
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13INTERNATIONAL MARKETING and tastes of people and at the same time, keep some dance moves in the music video for influencing more people listen to the music (Andrews & Shimp, 2017). Price As stated in the case study, the standardised prices of music in US also make it a great place for entry by Human Nature. Before entering, the music market should be assessed properly to forecast the sales, based on which prices must be set. In US, prices are set for availing the products and services from the retail stores as well as by using a music streaming app. Most of the consumer in US have purchased songs from online music streaming service providers, and the prices are set by categorising into duration of 1 month, 6 months or even an entire year. The traditional purchases are also high, though music lovers have been more inclined towards online purchases, which has made them pay a monthly or annual fee for subscribing to a music channel and listening to music without any ads (Jackson, 2013). The lower prices for the services in the market can often be a challenge for the music band to gain entry into the foreign market and thus Human Nature should collaborate with the online music streaming. This should though be done with the implementation of cost leadership strategy and by setting prices that are competitive in the music market of United States. Place After the production of music, i.e., after the music is being recorded and prepared, the distribution of music to make it available for listening by the people in the marketplace is important. Based on the music format, the music that has been recorded should be made available and sold to various market segments, furthermore create convenience for the listeners to get influenced and make purchase the music CDs online as well as offline. Human Nature could locate the retail stores such as Tesco and online stores such as Amazon to manage proper distribution of the music albums in the form of CDs (Kim, Im & Slater,
14INTERNATIONAL MARKETING 2013). In US music market, the distribution network is huge consisting of popular Sony Music Entertainment, Universal Music Group, Warner Brother’s music Group, etc., which can be effective for Human Nature to sell the products and distribute the music all over the global market. The digital distribution has transformed every businesses nowadays, thus, with the online retailers surfacing rapidly including Amazon MP3, Spotify, Google Play Music, iTunes, the Australian music would surely be able to make a mark within the competitive music industry. The online streaming of music could further strengthen the use of music media distribution, furthermore allow for making more music available to the people and make the Australia pop music genre a craze among the international market (Londhe, 2014). Promotions The promotions are done by managing activities revolving around the recording music videos and songs in such a manner, that it can easily reach the people in United States as well as encourage them to make purchases from the organisation. This could also be possible for Human Nature for managing publicity, advertising, promotional aspects and also through music videos launch and social media marketing. The collaborative working with MTV, YouTube and other channels for distribution could also help in enabling creative ways to launch the music, furthermore ensure creating a positive impact directly on the sales generationandrevenue.WiththeadvancementofInformationandcommunications technology usage, the social media platforms have played a vital role in viral marketing and at the same time, facilitate the online promotions within the music industry (Strauss, Frost & Sinha, 2014). Human Nature should prioritise on investments and budget management for the purpose of digital and online promotions, furthermore create awareness among people regarding the pop music culture from Australia. The artists who are involved in the Human
15INTERNATIONAL MARKETING Nature band must also conduct world tours and manage radio play, which should furthermore allow for engaging more fans during the promotional period (Kelly, 2013). All these strategic marketing mix components are based on the selected international market of US, which can allow Human Nature to promote pop music and ensure creating awareness and buzz among people and expand their love for Australian music. 4.0 Key findings The major issues that are identified from the case scenario include the challenges associatedwiththepersuasivepromotionstrategiesininternationalmarketsforthe silverchair and Human Nature.The difficulties related to the management of record deals and surviving within the highly competitive environment along with the changing musical behaviours among people, which also affected the promotions of Australian music in the international marketplace. The needs and preferences of the music artists as well as the music lovers change from time to time and thus the product or service needs to be changed over time to cater the tastes and preferences of the customers easily. Another major issue could be the issues and challenges associated with the investments and lack of funding while entering the overseas market (Davari & Strutton, 2014). As soon as the international market is entered, partnerships with the network distributors is a daunting task as well, which can also increase the complexity of managing business in the global marketplace. Recommendations It is most importantlyrecommendedto understand the behavioursof the fans regarding their love for Australian pop music in United States for Human Nature and make sure to enter the target international market properly
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16INTERNATIONAL MARKETING Most importantly, luring the stakeholders is essential for encouraging the shareholders or investors to provide sufficient funding and make investments for succeeding in the global market of US The marketing of a new album should be beneficial considering the assessment and analysis of market conditions and also the behaviours of clients who are music lovers and are influenced to make purchases One of the most important recommendation could be the use of social media platforms such as Facebook, Twitter and Instagaram and by sharing music videos, which could raise awareness among the international market comprising of music lovers, furthermore aim at creating ore publicity and raise awareness about Human Nature itself. Tying up with the music streaming channels could be effective and by setting right prices for the songs produced and played, which should also exposure and ensure formation of interest among people regarding Australian pop music. Conclusion The report was prepared to focus on the international marketing concepts considering the Australian music industry’s ability to enter the international market. From the analysis, the various issues found were lack of funding, complexity in managing record deals, poor promotional ability, etc. The strategic orientation was developed to identify the specific overseas or international market where the Australian music industry involving Human Nature wanted to enter, i.e., the US market. The analysis of strategic marketing mix components further could help Human Nature to manage the production of music and delivering the right songs and music videos for influencing people in US to embrace the Australian pop music and culture. This should allow for effective international marketing and
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