Business and Management IA

Should RS PLC (an entertainment company) open an online music store to

increase revenue?

Written By:

Student Name: Rock Chetchotisak

Student (IB session) Number: No exam
Subject and Level: Business HL
Internal Assessment
International School of Bangkok
Teacher: Jonathan Lorence
Date of Submission: 08 March 2010
Word Count: 1817

1
 Table of Contents
Page

Letters of authentication…………………………………………………………3

Acknowledgement……………………………………………………………….5

Executive Summary……………………………………………………………...6

Research Proposal………………………………………………………………..7

Action Plan……………………………………………………………………….9

Introduction……………………………………………………………………...10

Procedure/Methodology…………………………………………………………11

Main results and findings………………………………………………………..12

Analysis and discussion………………………………………………………....15

Conclusions and Recommendations…………………………………………….18

Bibliography and references…………………………………………………….20

Appendices………………………………………………………………………21

Appendix 1: RS PLC’s SWOT analysis…………………………………………….21

Appendix 2: RS PLC’s PEST analysis……………………………………………...23

Appendix 3: Interview with key mangers of RS PLC………………………………24

2
 Acknowledgement

To Whom It May Concern:

I would like to acknowledge Pornpan Techarungchaikul, the Chief Operating Officer and
Sutthimet Solthong, the Vice President of the marketing team for his and her assistance and
expertise in helping me to complete this investigative project. Without the time and trust they
provided, this project would not have been possible.

Sincerely,

Chot (Rock) Chetchotisak

IB Business Student
International School of Bangkok

3
 Executive Summary

RS PLC is an entertainment business established for over 25 years. Its initial aim is to
become the Entertainment Network with a variety of entertainment contents. RS PLC is
currently facing the problem of decreasing physical sales of CDs in the music market. This is
due to the accessibility of illegitimate music downloads through the Internet. Internet usage is a
growing trend and is predicted to be growing continuously in the future. Therefore, to
compensate with this issue, RS is considering whether or not to open up an online music market.
This paper analyzes the question, “Should RS PLC (an entertainment company) open up an
online store for music sales?”

The analysis is based upon primary research including an interview with key managers
(Appendix 3) and numerous secondary researches including numerous annual reports, statistic
and plus additional information of an international firm is also used in the analysis. In addition,
business tools were also use, including the SWOT analysis, PEST analysis (Appendix 1 & 2) and
the payback period calculations.

According to the information gathered and analyzed, a final conclusion turns out to be that
RS PLC should definitely raise finance and open up an online music store.

Words: 193

4
 Research Proposal

Research Question
Should RS PLC (an entertainment company) open an online music store to increase revenue?

Rationale
RS PLC is facing with a decline rate of physical CD sales. This is due to the existence of
illegal downloads online and along with the economic recession which may have resulted in a
lower disposable income for the consumers. The opportunity exists where RS PLC is
considering whether to open an online website to sell music online or not.

Theoretical Framework
I plan to analyze both financial and non-financial data by using numerous business tools.
These include SWOT and PEST analysis in order to assess both the internal and external factors
that are relevant to the issue. Also, whether RS should open up an online music store or not will
be determined by using a payback period, which will show the time it takes for the business to
earn enough profits to repay its initial cost.

Areas of the syllabus to be covered

1.3 ORGANIZATIONAL OBJECTIVES
1.6. ORGANIZATIONAL PLANNING/DECISION-MAKING
1.7 GROWTH AND EVOLUTION
3.2 INVESTMENT APPRAISAL

Methodology
Primary research:
Interview key managers for information including the company’s history, their past, current
and future positioning of the company, the targeted market/consumers, their current and future
marketing strategies, the initial cost of opening an online website and the expected gain yearly.

Secondary research:

5
 Review secondary sources of RS PLC regarding its sources of revenue and also its current
(2008) financial position. In addition to those of RS’s I will also review other firms in relation to
the research.

Anticipated Difficulties
Possible problems:
Interviewees may not understand what the
questions are asking for
Biased view from the interviewees
regarding their self interest in the business
Limited accessibility to company’s
documents
Data collection may not be precise enough
for the company to use
Possible solutions:
Speaking in my mother language can solve
the issue
Also use the data from the company
website
Being related to the major shareholder may
help with the data collection
Graph and add data to appendix

6
Action Plan
Dates Activities

Nov 2009 Selecting topic

Nov 16 2009 – Nov 21 2009 Research company profile and contact

information of the company
Nov 22 2009 – Nov 25 2009 Write research proposal

Nov 25 2009 Submit research proposal

Nov 26 2009 – Dec 10 2009 Review proposal

Dec 20 2009 – Dec 30 2009 Prepare raw data and interview questions

Jan 5 2010 Arrange and conduct an interview with

Jan 10 2010 – Jan 20 2010
Jan 21 2010 – Feb 2 2010
Pornpan Techarungchaikul
Gather and review secondary sources such
as company’s Annual reports and other
resources; internet
Analyze information gathered

Feb 3 2010 First draft submission

Feb 3 2010 – March 7 2010 Refine draft

March 8 2010 Final submission

Words: 453

7
 Introduction
RS PLC has been in the entertainment business since 1981, entertaining countless numbers of

audiences nationwide. RS aims to become the Entertainment Network, comprising with content

as such as record making, radio broadcast, T.V. Publishing, Sports and Showbiz (About R.S).

RS operates in a secondary and a tertiary business sectors mainly in the mass market along

with numerous sub niche markets. RS is considered to be a medium to large firm comprising

with over 1500 employees. RS initially began with a record making business and this branch of

business is considered to be its core competency (Pornpun).

However, while RS is on its way in expanding to become the full Entertainment Network, it

has been facing an ongoing problem of decreasing revenue from physical sales of CDs (About

R.S). Therefore, since the business relies heavily on records making, the fallen CD sales is

resulting in a major revenue breakdown for RS during the past years.

Consequently, RS has the option between running against the trend and stay with their current

way of operation or to run after the consumers and the new technology. This has therefore led me

to the following research question:

Should RS PLC (an entertainment company) open an online music store to increase

revenue?

8
 Procedure/method

Primary research was done through a detailed interview with Pornpan Techarungchaikul, the

Chief Operating Officier and Sitthimet Solthong from the marketing team. Questions were asked

based upon RS’s current market position and strategies, as well as the current situation of the

economy. Both internal and external factors were discussed, allowing me to draft several

business tools in relation to the research including SWOT analysis and PEST analysis. Financial

estimates based upon the research proposal were given; allowing me to calculate the payback

period of the proposal

Secondary research was also obtained from RS’s staff directly and also via RS’s homepage.

These include corporate information, financial report and a graph showing the predicted trend of

growth in the business. The information allows me to see RS’s past and current financial

position, where its sources of revenue come from and the market that they predicted. Not only

that, further information relating to the issue was also obtained via internet regarding the growth

rate of the already existed online store “iTune.” All these information allows me to have a better

understanding of both external and internal situation of the issue, thus enhancing the analysis of

the proposal.

However, it must be noted that secondary researches are outdated since only 2008 is available

at the latest. Therefore, further validation is needed.

9
 Main results and findings

Figure 1: Table outlining revenue recognition based on each RS’s business sector

The diagram clearly shows the decreasing revenue from music sales both in terms of baht and
as a percentage of the business as a whole. According to the graph, from the year 2006 to 2008,
music sector is on its downturn and it is likely to continue on decreasing.

10
 Figure 2: Tables outlining financial statements

The diagram shows the current (2008) financial position of RS. It can be seen that RS has not
been doing well since 2006 and that both its total assets (current and non-current) has decreased
year by year.

11
 Figure 3: Graph showing sales of physical, mobile, online and showbiz from the year 2007 to
the predicted year of 20012

The graph shows the decreasing trend of physical CDs sales for RS in comparison to others
(online, mobile and showbiz).
Figure 4: Graph showing music sales from iTune store from 2003-2007

The graph shows that since year 2004, online music sales has been increasing rapidly
throughout year 2007 based upon one of the largest online music store ‘iTune.’

12
 Analysis and discussion

First of all due to the secondary information about RS, it can be seen that RS isn’t in a very

good financial position. The business hasn’t been doing well in the past years (figure 2). This

means that if it were to open up another business industry (online website), it needs to consider

carefully due to its budget. Therefore, in order to determine the decision, additional information

both financial and non-financial are needed to be taken into account.

In the present, the service of Apple’s iTunes and music-streaming service Spotify have

enjoyed an enormous success of selling legitimate digital music in countries such as US, UK and

Japan (Apple iTunes…). While such industries continue to grow (figure 4), Thailand’s physical

CDs sales continue its downfall. So the question whether where the consumption went off to

only falls down to one possibility, the illegal online downloads (Album sales…)).

There are now more than 400 licensed music services available around the world,

unfortunately, the services alike have not yet been available in Thailand (Pornpun). According

to the Ansoff matrix (figure 5), the proposal is considered to be a market development.

Figure 5: The Ansoff Matrix

Products

Existing New

Existing Market penetration Product development

New Market development Diversification Market

13
 A market development is a medium-risk growth strategy. It focuses on the business selling

existing products using new distribution channels to sell which in this case is through online

channel. Although this type of strategy is considered to be risky if the business is unfamiliar

with the market conditions (Anoff’s product…), as Pornpun said that RS is consisted with many

young blood workers whom are suitable for such market. Also most of RS’s targeted consumers

have access to Internet. Thus, this seems like a good investment for RS as it seems to be the best

alternative out of all and it will be an advantage for RS since they are familiar with the product

that is being marketed.

Financial analysis

An investment appraisal is the quantitative techniques used to calculate the financial costs

and benefits of an investment decision (Hoang). According to the interview, financial data was

given; allowing me to calculate the payback period of opening up an online store. Adding up the

equipment cost, the server cost, the website designer, research, marketing and staff; the estimated

initial cost of opening up an online store is said to be approximately 10 million baht. Moreover,

if the investment is undertaken, the expected revenue yearly is predicted to be 20 millions with

gross margin of 30% as the revenue will be distributed between the department and the contents

owner (Pornpun). These figures are calculated in the figure below.

Figure 6: Calculating Payback period

Payback period = Initial investment / Contribution (per month)

Initial cost is 10,000,000 baht

Predicted revenue is 30,000,000 baht

Predicted profit is 30% of 20,000,000 baht = 6,000,000 baht

14
 Payback period = 10,000,000 baht / (6,000,000 baht / 12 months)
= 20 months
= 1 years and 8 months

A 1-year and an 8 months time that it takes for RS to repay its initial cost for the investment

is considered to be relatively short payback period (Hoang), thus this investment may seem to be

acceptable to undertake.

Non-financial analysis

According to the SWOT and PEST analysis (Appendix 1 & 2), it can be seen that consumers’

behaviour is changing worldwide, including Thailand. Most consumers are now able to reach

the technologies more accessibly such as in school, university, office, home, Internet café, coffee

shop and others. Adding to it with RS’s strength as a teen-pop music provider targeted among

teens and pre-teens that are the population with access to the Internet, these clearly provide

opportunity for RS to deliver its contents to its consumers online.

The second opportunity lies under the advent with 3G bandwidth and hi-speed Internet

throughout Thailand. The 3G launching will also allow RS to offer a variety of content online

more readily. This also responds well with a Consumer’s Lifestyle research study of RS that

indicates that its target customers spend at least 15 hours per week online. They also want the

services that can accommodate their “digital lifestyle” where everything has to be constant

updated, user-friendly and conveniently (Appendix 1 & 2).

As with already existed contents of product with the suitable young blood workers, along

with the availability of many distribution channels, RS is more than ready to head into the online

15
market. Therefore, the opportunity lies whether or not RS should completely quit its reliance on

physical CDs sales and focus on launching a complete legitimate music retail websites.

Conclusion and Recommendations

In the digital era of music industry where the IP protection cannot be enforced strictly, RS has

been facing with the ongoing decline in its physical CD sales over the past years. This is due to

the change in technology, economic environment and also consumer tastes and preferences

(Appendix 1 & 2). Based on the findings, RS has no option in running against the trend. What

RS needs to do is to run after consumers and the new technology to remain competitive in the

entertainment market.

In a digital world, the online offering seems to be the alternative source of revenue that RS

must capitalize. RS’s core competency is records making, it can make use of this know-how in

order to reduce risk in developing an online market.

Using Investment Appraisal technique such as Payback period does appear that it only takes

relatively short amount of time for RS to repay its initial cost of investment; little to 20 months.

In addition, online business is a fast moving culture, RS would need to act hastily in order to

catch up with the trend (Pornpun). If the decision is executed with a thoroughly understanding

of customer’s ever changing digital lifestyle, it will help them assure its customer base.

Recommendations:

My recommendations for RS would be:

16
 • Gain a better understanding of the consumers since my data lack the information since

international school students aren’t application to the research.

• Gather money to finance the proposed investment. This can be done using both internal

finance and external. Appropriate internal finance apart from working capital and retained

profits can also include selling assets since if RS is considering quitting its reliance on physical

CD sales, they may have a number or dormant assets (unused assets) to sell off. External finance

may include share capital, as RS is a limited company and from sponsorships. Bank loans aren’t

recommended since RS isn’t in a very good shape financially; therefore the risk of borrowing is

too high.

• Acts upon the proposed decision hastily as it may take sometimes to establish a new

department within the business because of the equipments, the designing and the staffs needed.

However, note that if this proposal were to be undertaken realistically, more research is

definitely needed since my analysis is fairly limited especially with a superficial financial

analysis and also the majority of the research was done primary from the two interviews with

RS’s staffs. Therefore, the analysis may be relatively one-sided and that further gatherings are

needed in order to have a clearer picture of the situation.

17
 Bibliography and references
“About RS.” RS Public Limited Company. N.p., 28 Jan. 2010. Web. 28 Jan. 2010.

<http://www.rs.co.th/‌corporate/‌th/‌about.htm>.

“Album sales plunge, digital downloads up.” MSNBC. N.p., n.d. Web. 28 Feb. 2010.

<http://www.msnbc.msn.com/‌id/‌28463074/>.

“Ansoff’s product /‌ market matrix.” tutor2u. N.p., n.d. Web. 6 Mar. 2010.

<http://tutor2u.net/‌business/‌strategy/‌ansoff_matrix.htm>.

“Apple iTunes Usage Grows 69% Over Past Year - US Broadband Penetration Climbs to 77.7%

Among Active Internet Users - December 2006 Bandwidth Report.” Website Optimization. N.p., n.d.

Web. 28 Jan. 2010.

<http://www.websiteoptimization.com/‌bw/‌0612/>

Hoang, Paul. Business and Management. Victoria: n.p., 2007. Print.

“Investment Appraisal.” TimeWeb. N.p., n.d. Web. 6 Mar. 2010.

<http://www.bized.co.uk/‌timeweb/‌reference/‌using_experiments.htm>.

18
 Appendices

Appendix 1: RS PLC’s SWOT analysis

Situation analysis in which internal strengths and weaknesses of an organization, and external
opportunities and threats faced by it are closely examined to chart a strategy.

Strength

- RS owns a variety of contents and this enables the company to be able to release its
contents promptly through all distribution channels including its online channel.

- RS has good target segmentation and this enables the company to deliver the right
contents to the right target group. Focusing on pre-teen and teen segments while also
providing mass and urban pop.

- RS owns many distribution channels (i.e. TV program, Cable, Radio, etc.) and this
facilitates the company to promote its online business through other channels effectively.

- RS has young blood management for online business. The management and team
members are very keen to make their business become more up to dated to be able to satisfy
consumer’s lifestyle and need.

- RS has updated technology to facilitate the online system to be more effective. The
company continuously invests in advanced programs to serve the advanced online system to be
more effective.

Weakness

- Product life cycle of RS contents is quite short especially for online business which is
very fast moving channel comparing to other distribution channels in music market. Since online
contents are very fast moving and have to be always changed to be up to dated, RS is therefore
quite difficult to gain long-term revenue from each content.

- Success in online business of RS Company is quite limited to pre-teen and teen

segments. However, the company is not doing well with mass and urban pop which also have
potential for online business for RS.

19
 Opportunity

- Consumer’s lifestyle has been almost completely changed to digital and online
consumption. Process has to be easy and convenient for consumers to reach desired contents.
Online business, therefore, will be another big channel to enable consumers to get contents more
easily and conveniently.

- Most of consumers are able to reach new technologies including digital and online
related technologies. We can see that consumers can use internet tools anywhere i.e. school,
university, office, home, coffee shop, department store and other places. The more convenient
consumers can reach the internet tools, the more opportunities RS can deliver and also sell its
online contents to the target.

- Trend of digital and online consumption has been spread out globally. This trend, for
example 3G or Hi-Speed internet will help RS to have more opportunities to penetrate online
music business.

Threat

- RS has both direct and indirect competitors for its online business both in domestic
and international market. As online business is not only limited to music content providers but
also community and other websites which indirectly serve music contents to their target, RS
therefore has to indirectly compete with other competitors inevitably.

- MP3 and other illegitimate music contents are spread out globally through internet
and other channels. This matter will directly affects on RS’s ability to generate revenue from its
legitimate music contents through its online business.

- Fast Moving Culture of online business can also have a negative effect on RS online
business. Contents provided on online business are much reliable on fashion and trend which are
very fast moving and need to be always updated, if RS can not shift its strategy promptly, the
company might not be able to match up with the new trend.

20
Appendix 2: RS PLC’s PEST analysis

Siuation analysis in which political-legal, economic, socio-cultural and technological factors are
examined to chart an organization’s long-term plans.
Political - Copyright issue that belongs to a small number of firms unlike the
U.S. which belongs to producers.

Economic - Economic downturn; consumers confidence is affected by the

current economy condition
- Decrease in physical retail sales globally including Thailand

Social - Trend of digital and online consumption has been spread out
globally
- Consumer’s lifestyle has been almost completely changed to
digital and online consumption.

Technological - Most of consumers are able to reach new technologies including

digital and online related technologies.
- MP3 and other illegitimate music contents are spread out globally

21
 Appendix 3: Interview transcript with Pornpan Techarungchaikul, the Chief Operating
Officer and Sitthimet Solthong, the Vice President of the marketing department.

Can you say a little about your company?

RS was formed in 1981 firstly as records making studio. After a continuous success, RS has
expanded its scope to include film and television series production and radio programming.
Later on in 2003, the company was listed on the Stock Exchange of Thailand as R.S.
Promotion Public Company Limited.

In 2006, the company changed its name from R.S. Promotion to RS Public Company Limited
and underwent rebranding in 2007 to identify itself as a broader media company rather than just
a record label.

What is your current market and finance position?

Our market is considered to be a very competitive market and is continuing to be so. There
are many industries out in the market. We are one of the leading company that targets mainly
the mass market along with our core segment of teens and pre-teens.

However the changing in technology, economy, and consumer taste and preferences
especially the illegitimate download has really damaged our company. Our revenue has been on
a downfall for the past years and our financial position isn’t really in a good shape.

What is your business strategy to compensate with the issue?

We have already started to decrease our reliance on CD sales and gain knowledge on
consumers’ digital lifestyle. We established a digital & media department to satisfy the changing
consumers’ behaviours such as mobile server for music downloads, and several beta online
websites.

I have come up with a research proposal of whether RS can move its operation to an
online market by opening up an online music store what do you think?

We definitely have thought about that, actually we already opened up a few although it
cannot be called a complete online music store due to many reasons. However, we are
continuing to head on with our shifting of operation from the physical world to the online world.

If you were to estimate the initial cost of opening up an online store what would it be
and what would you expect for its gain?

An initial cost of opening up an online store would be: Adding up the equipment cost, server
cost, cost of recruiting staffs, web designer, and research and development; the initial cost would
be approximately 10 million baht.

22
 If the website is well established our expected gain would be around 20 million baht per year
with a 30% gross profit margin as the revenue will be distributed between the songs owner and
the department

Can you provide me with your company’s SWOT and PEST analysis?

Yes certainly (given me raw data)

How are you planning to gain your finance?

There are many ways that we can gain our finance it may be from our retained profits and
also our daily working capital. These are internal sources and that external finances will sure
come handy if we are actually planning on the investment.

23