Introduction to Marketing

This report provides an introduction to marketing and its significance in business. It discusses the current market conditions and analyzes the marketing strategies of Sony Music and its competitor, Warner Music Group. The report also suggests new and innovative approaches to enhance marketing strategies. Additionally, it offers recommendations for companies to succeed in the dynamic market.

Introduction to Marketing

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Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
Organisation examine with its current market........................................................................3
Analysis of marketing strategy of competitor and organisation.............................................4
Reasons to follow marketing strategy....................................................................................5
TASK 2............................................................................................................................................5
Explain of strategy in detail that need to improve..................................................................5
New and innovative approach................................................................................................6
Implementation of plan with critical analysis with challenges and methods to overcome that
impact on final outcome.........................................................................................................7
RECOMMENDATION...................................................................................................................8
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing is defines as the procedure that involves anticipation, identification and
fulfilling of customers need and wants for enhancing company sales and profits. Marketing
strategy is defines as long term planning that fulfil company objectives by utilising minimum
resources. The main motive of marketing strategy is to gain sustainable advantage in market and
industry in order to gain top position against rival organisation (Chimhundu, 2018). This report is
composed from point view of Sony Music that is originated from America and was established in
the year 1929. Moreover, this report highlights on complete overview about current marketing
strategy of company and its competitors. Along with this new and innovative idea will also be
formulated in this report.
TASK 1
Organisation examine with its current market
The main function of marketing is to understand overall market for communicating all
products of company and services which is sold by company in market. Along with this
marketing involves all actions and activities that relates with delivering, communicating and
exchanging of products and services between two parties. From perspective of music industry
there are various changes recognised and introduced due to unpredictable trends and demand of
music. Some aspects that demonstrate whole understanding about current market conditions
which are as follow:
Enhancement in digital music market- Technology is developing various innovative
models for organisation to perform all work as per online distribution. Piracy innovative model is
one of the examples of digital music market as it increases revenue for firms. Along with this
growth of music industry is more due to its wide scope. It also refers that today music approach
individuals at multi-national level to gain attention from world-wide people. Moreover, major
trend of existing music industry such as stage show beyond local boundaries, participate in
international music festival etc. are connecting industry at global level.
Access based music services- This days offer various services such as Spotify is
introduced to perform all work as per legal services. It is one of the most effective model that is
used by services to provide premium and free services (Elden, Cakir and Bakir, 2018). Further,
the objective for this objective is to utilise all services on less cost basis to connect with more

number of individuals. Access based model leads companies to achieve their task and objectives
as per premium model that generates more revenue for organisation by offering premium
services.
Real time listening- From several past years listeners switch to enjoy whole music as per
online basis instead of downloading or record new music. It is one of the late and unhurried
option for music industry due to which persons are not interested to make huge investment in
music areas. It majorly impact on basis of pricing services that is introduced for differentiate of
company products as well as to earn more profits. Real time listening also helps companies to
provide unique and creative music services to customers (Galuszka, 2015). For further
development music management companies is also concerned to achieve their goals and
objectives by differentiating its services from rival organisation.
Analysis of marketing strategy of competitor and organisation
Marketing strategy consists as a detailed plan that is formulated to attain company
objectives related with marketing department of organisation. Along with this firm adopt various
tools as well as techniques which are more appropriate and match with company objectives.
Marketing strategy of Sony music and its competitor is mention as below:
Strategy of Sony music entertainment- This is an American global music company found
that perform its business activities with different ways. It increases work performance of employ
with implement of right marketing strategies to achieve organisational goal and objectives.
Company is utilising Content marketing that is based on digital marketing and comprises of new
marketing comprises to show right interest of customers in Sony music services and products. As
per current scenario social platform is approach by management through publishing its
advertisement and promotional activities through mails, Twitter, Youtube etc. It also help
company to communicate with large persons to improve goodwill and image of company in
market.
Marketing strategy of Warner music group- This is a multi-national American
entertainment group which perform their operations from New York city. The main focus of
company is to reduce their operational cost by entering into cheap and free market labour
(Hayhurst and Wills, 2018). Moreover, it also helps to maintain better relationship with clubs,
artist, Bars, stage show etc. Generic social networking strategy is implemented by group in order
to make communication on online and personal basis. Social networking is also used by Warner

group because all individuals are active on social sites. So it is easy for company to build healthy
relations with media and its stakeholders that enhances overall profits and productivity.
Reasons to follow marketing strategy
Reason for Sony music entertainment- One of the major objectives of organisation is to
increase their properties from perspective of social media. It leads organisation to enlarge
awareness about company brand through advertising company services and products by utilising
various promotional tools for increasing number of followers (Homburg, Jozić and Kuehnl,
2017). Business structure of Sony Music entertainment emphasis to create sense related with
music community, events and contest to build better relation with media partners and
entertainment industry. The main goal of company is to deal with artist by considering team
efforts towards attainment of company objectives. Along with this content marketing strategy is
practically implemented among all organisational goals so it is positive aspects for company
work as per this strategy.
Cause of Warner music group- The main vision of company is to identify and promote
new and fresh talent of individuals who perform its work in music industry. This is also used by
management to manage its work as per company goals and objectives to interact with customers,
artist to make better relations that interact with company to monitor and manage feedback which
help company for formulating better strategy to complete all tasks which enhance company to
gain competitive advantage in industry. Marketing agents also perform its work as per ground
level which increases competitive edge in market. With above points it also demonstrates that
company achieve its vision with in effective manner due to formulation of its long term business
strategy.
TASK 2
Explain of strategy in detail that need to improve
Globalisation impact on all strategies of organisation due to which it is mandatory for
organisation to improve it within effective manner. Explanation of strategy is explain as follow
which must be change by company:
Sony music entertainment follow and implement content marketing strategy that focus on
creating and distributing relevant, valuable, consistent results to attract and retain customers of
company for longer period (Hudson and et. al., 2015). Along with this, content marketing also

known as digital marketing strategy that provides transparent, meaningful, valuable and
educational content to customers. Moreover, it also helps to provide and deliver information as
well as data on basis of customer profile. Moreover, goals and objectives of existing marketing
strategy is to utilise promotion and publication of content to drive ideal traffic towards company
website. It results this is easy for company to generate better deals within music industry that
increase profits (Kim, Hulland and Eom, 2018). But with content marketing strategy company
productivity of company is not improving due to its complex understanding of innovation tools
which generates issue for workforce.
From the perspective of Warner music group generic social strategy is implemented among
most operations and functions of company. All task and project manage by Warner music group
are consider towards motive of attracting large number of customers with maintaining better
relations on personal and online basis by discussing with them on different platforms example-
Instagram, Twitter and other social sites. Company also formulate a team who work to identify
and introduce new individuals who entertain more number of persons and generates profits for
music company. Therefore, it is also monitor that company must perform its work as per motive
existing strategy that helps company to grab attention of more customers.
According to existing market conditions business environment in which company perform
its operations is too dynamic. Due to which it is compulsory for company to manage its strategy
as per modifications which implemented new methods for accomplish organisation goals and
objectives to overcome from current issue that impact on activities of organisation.
New and innovative approach
It is essential for an organisation to formulate some new and innovative approach within
market because innovative and unique technique leads company to gain top position in market
(Krishna and Schwarz, 2014). Some of the new and innovative approach that are follow by Sony
music entertainment group are as follow:
Sony music entertainment companies come up with new product that is waterproof
headphones. The main motive of Sony to launch new products is to enter into new market area. It
increases probability to attract more number of customers by selling its products into new areas.
New waterproof headphones are high in features such as low radiation, low in cost, flexible and
better Bluetooth connectivity that enhances more value in products. It is also helping customers

to increase their experience within proper manner. As for Sony music with innovative and new
products company and customers both acknowledge positive changes by new offerings.
Similarly, on other side Warner music group is focused towards implement of new
promotional and advertising strategy. Social networking strategy is working as a positive aspect
for team and groups that provides new tools for attracting that work to provide effective ways to
market company products in organised manner. Along with this by print media advertising in a
work more number of persons are attracted towards company specifically to those persons and
individuals who are not active on social media and belong to traditional age.
Current business environment is too dynamic in nature due to which modification is must
among strategies of company. The main concern of company for both companies is to attract
more and more customers for enhancing profits and revenues for firm (Litvinova and et. al,
2017). So with proper modifications company is motivated towards accomplishment of goals
within systematic manner.
Implementation of plan with critical analysis with challenges and methods to overcome that
impact on final outcome
Sony music companies generate necessary modifications among its products and company
also invest good amount in research and development department. It also helps organisation to
develop new products and services that attract more number of customers. Headphones are most
crucial part of music industry which provides an amazing experience to user for listening their
favourite music.
Moreover, the current or new headphones inbuilt with Bluetooth feature with high range.
So it is easy to connect with personal computer, smartphones and laptop. So due to no wire it is
easy to handle. Company is also interacting user to purchase product by offering portable, light
weight and valuable quality headphones. By offering such high features products it is easy for
Sony music to attract more number of customers. It also helps company to increase profits by
selling products at large customer base. On the other side, some disadvantages that are face by
Sony music company that its products are high in range. So it is complex for customers to
approach such products which directly impacted on its sales (Ottley and Bechwati, 2018). This is
also necessary for Sony company to analyse market situation and competitive prices to decide
final prices of its products. This is also helping company to gain better position in products due
to its better price and strategy. Moreover, from perspective of innovation products Sony music

company face complex situation as they are launching new products in market. Therefore, with
understand of market and its customer needs it is easy to serve customers in appropriate manner.
Warner music group is focused towards new strategy that carries out promotions for their
product in right manner with effective approach. Print media advertising is current strategy that
is working as a positive and advantageous aspect against rival organisation. This determines print
media strategy attract more customers of all age through offline platform. Whereas, to deal with
online platform company build a team that consider website, social sites and paid promotion on
all digital platform (Walasik, 2018). This results Warner music group is attracting customers on
both platform. The positive point of print media advertise its products in journals, magazines,
newspaper etc. due to which all task are completed in proper manner by generating positive
perception of products in mind of customers.
RECOMMENDATION
By going through whole discussion it is recommended that Sony Music company launch
their products to get long term benefits. So with proper strategy and time plans it is easy for
music companies for grab attention of large customers. Key aspects that must recommend to all
companies and industries which manage its operations at global level is to conduct an proper
research to come up with an effective product in company. Cost or investment amount is also
secured if Sony music company manage its operations as per proper research. Similarly, Warner
music group is investing huge amount so management must focus on cost aspects as it impacts in
overall profits of the organisation. So cost cutting is major point that is recommends while
understanding aspects of Warner music group. Further, less expensive sources to utilise print
media also work as a point that enhances market size of group to perform operations as per new
strategy with low cost investment.
CONCLUSION
In the last, by the above report it is analysed and concluded that marketing is one of the
most important part for an organisation that enhance brand value of products by understanding
environment aspects. Along with this marketing is an effective procedure that help organisation
to attract more and more customers by formulating specific products which satisfy needs of large
group of individuals. Moreover, to retain and sustain in current competitive market modification
is must for companies in order to gain competitive edge against rival companies. Innovation is

most effective method which helps company to implement modification in current strategy. This
result sustainability and profitability is easily approach by companies.

REFERENCES
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