Madonna Still the reigning queen of pop? Lilyana Boneva Marija Uzunova Today we’ll present: – A brief career timeline – An overview of competences – Strategic routes – Sustainability Induction featurette • http://www.youtube.com/watch?v=w FpJ5Z1yOQA Who’s that Madonna? B A C E D C E B D A The early years Punk-pop image Notable performance at the 1984 MTV VMAs Prominently featured on MTV The glam years Marilyn Monroe retro look Saint vs. sinner A taste for controversy: Sex and religion The 90’s High-fashion look Target: gay club scene and emancipated women Critical acclaim for her role in Evita The spiritual turn & motherhood Kaballah conversion Mature image Broad target audience Been-there-done-that The downfall & coming full circle All time low in 2003 Publication of English Roses The return to disco and other endeavors Now for some numbers… Studio album sales Copies sold (in millions) 30 25 20 15 10 5 0 And some more numbers… Tour sales Gross sales from… 300 250 200 150 100 50 0 Competences for competitive advantage • Threshold capabilities / resources Voice and looks Dancing and style Sex appeal Skilled support Scandal management • Core competences / unique resources Versatility The brand Madonna Question 1: Describe and explain the strategy being followed by Madonna in terms of the explanation of competitive strategy given in Chapter 6. Madonna’s strategy 1893-2010 • Route 1: No frills • Route 4: Differentiation • Route 5: Focused differentiation No frills strategy (1983) • Low price/Low added value • An opportunity for a new entrant to carve out a niche or to use Route 1 as a bridgehead to build volume before moving to other strategies” Differentiation strategy (1984) • “Providing products/services that offer benefits different from those of competitors and widely valued by buyers” • “Blue ocean strategy” – searching for or creating wide open spaces, free from existing competition”, fill “strategic gaps in the market, opportunities that are not being fully exploited by competitors” Focused differentiation (1985 - ) • “High perceived benefits justifying a sustained price premium usually to a selected market segment” • Premium products, heavily branded • Difficult to imitate Question 2: Why has she experienced sustained success over the past 2 decades? Bases for sustained success 1. Vision: “to rule the world” 2. Deep understanding of customers and industry: MTV co-specialization, club tests, politics/religion 3. Leveraging competences and addressing weaknesses: crew 4. Consistent implementation: the brand - CA 5. Continuous renewal: innovation and flexibility – difficult to imitate Question 3: • What might threaten the sustainability of her success?
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