Marketing

Table of Contents

Executive summary……………………………………………………………..…………..2

S.W.O.T analysis…………………………………………………………………...……….3

Reccommendation…………………………………………………………………………...4

Conclusion…………………………………………………………………………………..7

Executive Summary

Lady Gaga, an up and coming artist known best for her out of the box creativity, has increasingly more people wondering who she is. Coming off a very successful night at the MTV Music Awards, Gaga won the Best New Artist award and had an upcoming tour with fellow artist Kayne West. During the MTV Music Awards, Kanye grabbed the mic from another artist during her acceptance speech to voice his outrage that she won Best New Video award and not Beyonce. After the negative publicity that followed Kanye’s remarks, his team was forced to remove him from the tour and take a break from music. (Elberse & Christensen, Lady Gaga (A), 2011).

This paper will discuss West’s actions and the decision Lady Gaga, Gaga’s manager Troy Carter, and the rest of her team will have to make to see what the next steps were. Three options have been presented to Gaga’s team and a meeting has been called to discuss the potential risks and benefits involved with each option. While Lady Gaga’s fan base was growing, Carter was unsure whether the fan base was strong enough to fill the venues already booked with West and Gaga.

S.W.O.T Analysis

Strengths:

* Contract with William Morris Endeavor and Vincent Herbert

* Talented: exposed to various musical influence since her young age

* Support from gay community

* Utilization of new digital media, such as Facebook and Twitter

* “Gaga is terrific in creating relationship with her fans”

* Growing fashion icon- House of Gaga

Weaknesses:

* Difficult with release of first co-written song “Just Dance” as a result of being perceived as too much of the dance song

* Production costs too high for Ball Fame tour.

Opportunities:

* Strong growth of digital outlets (iTunes and...