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Submitted By malikh34
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Malik Henderson
SBE 420: Week 4
Pandora Assignment
Professor Ramirez

1. Discuss the challenges that Pandora faced by transitioning from B2B to a consumer model.
Pandora was faced with a bit of a bump in the road when transitioning from Business to Business to a consumer model. They had to go from a licensing music technology scheme to a personalized radio station in order to build with the consumer directly. With such a transition, they really had to focus on how to conduct the right strategy or approach that would build the consumer audience and loyalty. Moving forward, this transition ended up being a great success as they have reached over 65 million users. With me being an artist; I just got my own Pandora radio station that consumers can tune into now. All you need to do is type in “Malik” on Pandora and click my artist name, and my station will begin with my music and other artists that have similar sounds. Pandora is a great way to listen to music, in which they did a fantastic job of creating a unique listening experience. 2. Discuss the three advertising options that Pandora had, which one it chose, and why.
Well, the first one he mentioned was actually having a media plan as their main approach in advertising. This can be a good marketing strategy, but can be particularly costly as well. The second one he mentioned was the word of mouth approach. With the power of the Internet and being able to reach virtually everyone in the world, with a smart approach, word of mouth can be very powerful. Their third option was to sell their company to a larger company or teaming up with a major partnership in assisting on the heavier lifting that comes with advertising and trying to promote your business on a viral scale. They actually ended up running with the “Word of Mouth” approach as their marketing strategy in building their business

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