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1. Describe & explain the strategy being followed by Madonna in terms of the explanation of competitive strategy given in Chapter 5.
Using Bowmans theory of the Strategy Clock, the competitive strategy option Madonna is following is Focused Differentiation. She has products that are perceived as high quality, have a substantial price premium to them and target niche markets:
Top selling Albums & Singles
Worldwide Sell out Concerts
Films
Style Icon for Pepsi, Max Factor & GAP
Author of top selling Childrens books.
People are prepared to pay a premium to obtain Madonnas products, whether it is the latest album on the day of release or expensive tickets to her unobtainable worldwide tours. Companies launch large marketing & advertising campaigns using her image as many see her as iconic & a leader in fashion.
She started in a rebellious manner, promoting the importance of womens sexuality in the 1990s. Growing up in the public eye she is now sensitive to opinion and does not wish to offend e.g. her withdrawal of a Che Gevara image during the Gulf war in 2003. Although she maintains importance and relevance to todays market she is still unpredictable and able to surprise her consumers e.g. the Britney kiss – which gives her unique advantage and mass selling potential in the hypercompetitive music industry.
2. Why has she experienced sustained success over the past 2 decades?
Madonna is a phenomenon; some say the Smartest woman in Show Business. Her success is due to differentiation: she constantly