This report will explain environmental scanning and why undertaking this type of activity is important for marketing planner and, moreover, it will discuss recommendations and justification of the most appropriate marketing strategy for EMI to adopt to ensure growth in the future. EMI records, is facing its most testing times since sound was first recorded for sale to consumers. For many years, the company has operated in a stable environment, protected by copyright laws and lack of alternative substitutes to CDs. Recently, there has been a change; Improvements in technology have changed the format of the music that are available at retail outlets (digital recordings, Compact Disks) and now some consumers acquire copies of that music online

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