Colorado — Creative Music Case Study Part 2

: Expanding the audience for music specifically produced, played, and recorded by CCM musicians.

: Acquiring the distribution methods necessary to reach a mass market, which requires a significant shift from their initial localized approach. Business Lessons and Strategy Colorado Creative Music Case Study Part 2

In the case study, Part 2 focuses on the strategic dilemmas and business decisions required to transition the organization from a small-scale operation to a competitive entity in the classical and light acoustic music markets. Core Strategic Conflict : Expanding the audience for music specifically produced,

To fund these ambitious goals, Skanson proposed creating new, highly saleable product lines—specifically those similar to the line—to provide the necessary capital. Core Strategic Conflict To fund these ambitious goals,

This creates a fundamental choice: should the company focus on developing its own (building the CCM brand), or prioritize promoting the music through external distribution channels, even if those channels are larger and more established than CCM's internal capabilities? Key Objectives in Part 2

The primary challenge for CCM, as outlined by manager , is a collision between two visionary goals that do not align: