Advancement of technologies has affected this industry greatly. It improves the quality of sound recording and introduces more advanced products. New technologies continually bring new challenges to this industry such as the development of Internet and satellite broadcasting. This industry is also facing competition from pirated products and other kinds of entertainment such as satellite television and radio.

            This study is focused on EMI (Malaysia) Sdn. Bhd. which produces and markets international as well as local EMI’s products. EMI is an established brand from England. This year (1997), the brand celebrates its 100th anniversary.

            The objective of this study is to examine the formulation and implementation of marketing strategies of the company, to identify and analyse the strengths and weaknesses of the company as well as the opportunities and threats facing the company in the marketplace. It is followed by recommendations for sustaining the company’s competition edge.