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Arts & Crafts

Reference: IVEY-9B08A011-E
Year: 2008
Number of pages: 15
Geographic Setting: Canada
Publication Date: Aug 14, 2008
Source: Ivey Business School (Canada)
Type of Document: Case
Industry Setting: Arts, Entertainment, Sports and Recreation;

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Description

The vice-president of marketing at Arts & Crafts was reflecting on the company's extremely successful year in the music business. New artists had been added to the company's roster, experiments with digital releases and marketing campaigns had been successful, and plenty of international licensing opportunities were emerging. In addition, one of the company's artists, Leslie Feist, had received multiple music awards. On the other hand, the music industry was facing some difficulties and most analysts predicted nothing but doom and gloom. The vice-president of marketing had to consider the future strategy of Arts & Crafts while considering the overall health of the industry.

Keywords

Consumer marketing Market analysis Marketing management Operations management