Assignment: Week 15

1. Why has this artist been so successful? What are her key sources of sustainable competitive advantage? 

 Madonna has always been able to move on with the choices of people. She is able to understand the demand according to time, thus has always changed her music genre accordingly. By giving back to back hit albums she has proven that she really is the "Queen of Pop". Along with this, controversies regarding her personal as well as professional  life has always helped her to the lime light.

2. What strategy directions could the artist pursue over the next ten years to continue her commercial success? 

Ansoff matrix of Madonna

Market Penetration   Established in all different group of people; especially popular in different age groups, genders or demographic profiles from normal customers.	New products and services         Target the new audiences that are interested in new types of music.   Involvement in other media activities.
Market Development     Attract the new type of audience existing in the market by advertising the products in effective way.     Promotions and loyalty schemes.    Study the market trend of the most established competitors and over take the market with better products.	Conglomerate Diversification   Launch music in various languages.  Take active participation in politics and social works.    Effective involvement in movies of different genres.     Launch own clothing brand.

Reference:
J. Anderson and M. Kupp. Madonna-Strategy on the dance floor[Online] Available at: http://www.esmt.org/fm/13/Madonna_article.pdf , [Accessed on 22 Oct,2013]