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Polyphonic Hmi, Company Analysis

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Polyphonic HMI, Company Analysis

DECISION PROBLEMS
Polyphonic HMI is in the process of establishing their Hit Song Science technology in the music industry. Major issue is the choice of a target market that would make most effective use of limited $150,000 marketing budget. Following this decision, Polyphonic HMI also needs to determine its key marketing strategies such are pricing, positioning of the product for the target market in order to maximize the profits.

ANALYSIS OF INDUSTRY (based on Porter’s 5 Forces)
The music industry is highly competitive. The key players in the industry are the artists who write, compose, and perform the music; record companies who publish the music; and producers who help the artist select music …show more content…

The release of a single usually involves at least $300,000 in marketing expenditures (page8), and even higher for established artists. Essentially, music single failures can be reduced from 9 out of 10 releases to 2 out of 10 releases. This in turn saves the labels up to $100,000 per album in research and focus group costs (page10) and provides greater ROI. This higher success rate also comes at a lower cost than traditional methods used by record labels. Focus groups are the most common method used for identifying potential ‘hits’ but results are inconsistent. Since HSS highly beneficial to Labels, it has good chance to capture decent size market share. Cons: Risky. Company might not get reasonable market share since record labels may be hesitant to adopt the new not 100% certain technology. The credibility of the software is the main issue that could potentially restrict market penetration.

Alternative 2: Target Unsigned Artists (optimistic potential market size 20,800 demos/ year).
Pros: Unsigned artists are highly motivated and desperate to gain exposure. This technology provides an opportunity for individual artists to assess the ‘hit’ potential of their recordings while offering artists an indication of commercial success. Results from the HSS software allow artists to adjust their music in order to better match consumer tastes and preferences.
Cons: Targeting unsigned artists is restrictive in terms of long term company profitability. This market may have

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