99 Cent Store Case Study
Can the Music Industry Change its Tune?
Introduction
The music recording industry has been rocked by the peer to peer file sharing technology. The distribution of music is now available as a digital product (Blockstedt, Kauffman, Riggins 2004). The industry claims that the file sharing technology has caused a reduction in their profits. The increase in popularity of devices that play the digital music, such as the MP3 player, Apple iPod and the Dell JukeBox, are driving the demand for MP3-formatted music. The digital music format is here to stay and is fast becoming the preferred product choice for music customers (Blockstedt, Kauffman, Riggins 2004).
1. Apply the value chain and competitive forces models to the music recording industry.
U.S. retail sales of recorded music dropped from $13Billion in 1999 to $10.6Bn in 2003 (Keagan 2004), while the popularity of digital music has grown. Meanwhile, Apple ‘iTunes’ customers grew from 861,000 in July 2003......
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