Professional Sales Marketing Manager example essay topic

Case Summary: Darren Skanson, a classical guitarist, has used his expertise and popularity as a performing artist to form a company, Colorado Creative Music, to produce and distribute recorded CDs of his and other musicians' works. In 2001, he has one other performer on contract and two part-time employees whose responsibilities range from answering telephones, filling and sending out orders, maintaining equipment, managing inventory, preparing for gigs and promoting CDs to local vendors. In March 2001, Darren, who travels and performs up to 40 weekends a year, is caught between his multiple roles as lead performer, marketing and sales director, and manager. However, he realizes that he cannot sustain the energy needed to do everything well. Tendonitis in Darren's elbow is forcing him to rethink his plans and examine his current role in his company.

Questions & Answers 1. I think Darren has done some good job and has used his expertise and popularity as a performing artist to form a company, Colorado Creative Music, to produce and distribute recorded CDs of his and also help other musicians. The studio now encompasses 16 tracks of digital recording and nearly the entire basement. 2. Competition in the industry- It's hard for a small music company like CCM to compete with the major leaders of the music industry, such as SONY, EMI and so on. The music industry deals with increasing market growth, especially from smaller labels.

There is potential for CCM to grow to an independent label in future. 3. Driving Forces of change! V Internet today is one of the major forces changing the music industry. Internet brings new opportunities in the areas of downloadable MP 3 music and e-commerce sales.

Also, marketing, technology and promotion are key elements. 4. There are a number of companies battling for a piece of this market. Only in the United States, online sales of recorded music will grow rapidly within 5 years from 1998 to 2003.

This industry does have good long-term profit prospects. 5. SWOT-Analysis Strengths- Cost advantages with new technology arising from the digital revolution. Positioning of CCM in a distinctive market niche. Weaknesses- No clear strategic vision; CCM needs a long term vision.

Also, competitors such as major labels have an advantage because they have major market power and influence. CCM is a small company and it is short in financial resources to pursue new opportunities. 6. CCM's profit increased dramatically from 1997 to 1998 (almost 5 times); however, net income drop back in 1999 and 2000.7.

Darren Skanson's dilemma- increase sales and improve managerial functions of CCM to professional managers and devote himself to his interest- performance, or focusing on managing and building CCM and confining his own performances to the recording studio. 8. Recommendations- CCM should develop a business / marketing plan to establish a long term strategic direction. Competitive Advantage! V CCM may position itself carefully in its niche market segment where there is minimal competition from rivals. Any professional sales / marketing manager is highly needed.