Balangui, Barton 7:30 8:30 MWF

Carillo, Kristopher
Ingles, Elijah
Lura, Eric John
Mendoza, Jan Christian

Gaga Over Gaga

I. Summary/ Background
No one can deny that Lady Gaga took the music industry by storm in a
short span of time. Her authenticity has established image and paved her
way to enormous stardom. She has sold more than 10 million albums. Her
Little Monsters, as they call themselves, are increasing exponentially
which is an implication that Gaga is one of the wolves in the business.
How was she able to make it to the top?
Aside from her unique wardrobe and music as well, she and her team
utilized the 360-degree deal. In this kind of deal, a label invests more
money upfront but in return, gets a piece of merchandise sales, touring
revenue and other earnings. Mixing all of these ingredients has led her to
who is Lady Gaga now.

II. Statement of the Problem

With the changing interests of this generation, how can Lady Gaga
continue to be in this frenzy world of business?

III. Presentation of Facts

Lady Gaga has sold more than 10 million albums and her debut album
has generated four Number 1 songs. She also topped the digital sales
chart in 2009 with 15.3 million tracks sold, most on iTunes. Shes had
more than 1 billion Web views and more than 5 million fans follow her on
Twitter, Instagram and Facebook. She was the most googled image in
2009. In 2010, she bagged the prestigious Grammy award and also in
2015. Her net worth is estimated to be around $230 million as of 2015.

IV. Alternative Solutions

Our group has arrived with the following alternative solutions:
a. Be adaptive to what the generation wants to hear and wants to
see
b. Forecast what will the generation want for the next years
c. Naively continue her thing and wait if it is still effective as it was
before
d. Have a break, rest and have a major comeback with a new
image, new type of song

V. Evaluating the Alternative Solutions

a. The first alternative, somehow, has reservations. One huge

setback would be, it is like producing a copy of the existing big
artists. If Gagas team will do what the other artists, whose songs
are on the chart, are doing now, she will just be a piece of a big
chunk.

b. Forecasting what will the next generation want for the next years
is inevitably arduous. It is an undeniable fact that todays
generation is dynamic. Their interest change with time, thus
making it hard to forecast what will these people will be listening
to in the next, lets say, five more years.

c. People get bored. If she will not give a new menu to her fans,
Little Monsters will find a new mother that will cater their
interests, someone whos worthy to be on their playlist.

d. It is effective to some. Justin Bieber, for example, made a huge

comeback by changing his type of music, from being high school-
ish to a more mature one. And, we cannot hide the fact that he
really, again, was able to steal everyones heart and eardrums.
However, we also have to admit that to others, changing the
whole package is not always the right choice.
 VI. Recommendation/ Conclusion

No choice is right nor wrong. The people today as stated before are
dynamic. Their interests, wants and needs change with time and technology.
If one choice was chosen and it turns out to be a failure, dont look at it as an
end to ones career but a U-turn where he/she will get a chance to return and
make another choice. One clich recommendation but effective is just to be
Lady Gaga. The trust and love she gave to her fans will surely be given to her
in return.

VII. Answers to Questions

1. How is strategic management illustrated by this case story?

Lady Gaga and her advisers develop strategies for them to

adapt to this ever-changing trend in entertainment by
optimizing Gagas unique identity as an artist, which is her
strength, to continue being on top in the industry. Moreover,
by utilizing the power of internet and digital arts. These
strategies do not only attract fans but also equally important
investors.

2. How might SWOT analysis be helpful to Lady Gaga as she and

her advisors manage her career?

SWOT analysis is very helpful in dealing with strategies. This

analysis will help her team to identify her strengths for them
to exploit, her weaknesses for them to strengthen,
opportunities that she should grab and also threats that she
has to eliminate. This analysis will help them to determine
what next move they should make.

3. What competitive advantage do you think Lady Gaga is

pursuing? How is she exploiting that competitive advantage?

Her unique sense of fashion, her ability to understand

different groups of the society and her awareness on the
power of digital media and the internet. She exploited this
strength thus attracting tons of fans. She is making music
that will make its way to each others heart.
4. Do you think Lady Gagas success is due to external or internal
factors or both? Explain.

Both. She is able to see the unstable career opportunity in

entertainment industry and address this threats by finding
her strength and weaknesses and using this information to
grab every opportunity while still there.
5. What strategic implications does the suggestion that her ability
to remain a music industry a mainstay depends on her ability to
evolve have?

She has to adapt to what the generation wants to listen to.

She has to be a versatile artist so she could continue
catering the dynamic interests of listeners.