SWOT Analysis - MADONNA

• STRENGTH• Madonna has large and loyal fan base

• Strong brand name (well established)

• Big market share

• WEAKNESSES• Age (old)

• Difficult to get new fans

SWOT Analysis - MADONNA

• OPPORTUNITIES

• Collaboration with new / young artist

• Ability to invent new product to get new market (clothing, gym, perfume, bag)

• Internet growth (advertise the brand : Twitter, Facebook)

• THREATS

• Competitors (old and young artist, e.g. Britney Spears Lady Gaga)

• New artists who imitate Madonna’s style

• High-end brands in the market

Madonna’s Strategy• Expand brand positioning strategy

• To get broader audience, more loyal fan base, but still focus on the older loyal fans. Collaborate with other artists.

• Always reinvent the brand

• Do research, make unique brand / style in competitive market so it would be difficult to imitate.

• Differentiate the brand

• The brand should be memorable and meaningful

• Use technology and the internet (creative industries)

• Music (iTunes), Social Media (Facebook, YouTube), Fashion, MTV

• Associate with the brand • Madonna as the person and as the brand itself