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documents in English
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case study
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25 pages
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  1. Complete and extensive marketing situation analysis of the company's marketing efforts and programs based on the Marketing Audit model discussed in class
    1. The current situation of UMG
    2. Who consume goods and services from UMG?
    3. The competition
    4. In which context is evolving the company?
  2. Preparation of a detailed marketing plan for the company's further expansion into the French market
    1. The market point of view
    2. The financial and marketing objectives of the firm
    3. The marketing strategy
    4. The marketing budget
    5. The monitoring

Universal Music Group (UMG) is currently one of the leaders in the music industry. In the world one CD out of for is sold by the firm. It has two main core businesses which are: recording and publishing music. Universal Music Group (UMG) has business in 77 countries and discovers, develops and distributes recorded music through a network of subsidiaries and joint ventures. It represents 98% of the music market. UMG also makes revenues by distributing and selling music videos and DVD products. They work by distributing music legally through Internet with licenses recording.

[...] Conclusion In the first part of this report we have seen who Universal Music Group is, what is its history, what it stands for inside the Vivendi Group, what is its financial performance, etc In other words we have been in contact with what UMG is made of. We have also learned who the customers of the firm and its competitors are, and in which context it was evolving. Basically this first part has put the largest global music corporation into context. [...]


[...] Universal Music Group (UMG) is currently one of the leaders of the music industry. Dne CD out of every four sold globally, is sold by this firm. It has two main core businesses which are: recording, and publishing music. It is established in 77 countries, and discovers, develops and distributes recorded music through a network of subsidiaries and joint ventures. It represents 98% of the music market. UMG also makes money by distributing and selling music video and DVD products. [...]


[...] Because of the P2P phenomena, and then the end of the DRM, Music has never been so easy to get. With the worldwide penetration of the internet today, it has become impossible for the four majors to fight back. They need to align somehow and adapt themselves to the new ways of consumption. Finally there is the community effect to consider. Today everyone is looking for acceptance and recognition of his/her tastes. This is particularly true with music. If we take the example of we see that people interacting on it are now called ?Deezernautes?, and if you are not of them, you cannot understand the phenomenon. [...]

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