A "SWOT" analysis is usually performed when managers wish to determine their company's current position in the market (Garner, 2005). The acronym refers to the four areas of "strengths", "weaknesses", "opportunities", and "threats". Such an analysis on Arista Records will show its current position, so that the company's managers and associates can determine what is needed for optimal future development. It can therefore be regarded as a key strategy in ensuring a company's current well-being and future survival.
             One of Arista's greatest strengths is the fact that it is part of the global music conglomerate, BMG, the Bertelsmann Music Group that has its basis in Germany. In the current music industry, it is practically essential to belong to such a conglomerate. Some argue that the danger related to this is that music and its artists will become depersonalized and mechanized as a result of the uniformity of conglomerate demands. Indeed, the replacement of Arista's CEO Clive Davis with Antonio Reid was used by some as a case in point. Nevertheless, with Arista's particular approach to its music and its artists, this appears not to have been a problem.
             Another strength is that the label has been well-established within the music industry before major changes in terms of globalization and technology began to occur. This is largely thanks to Clive Davis, who appears to have understood the principles of attention to detail when developing an artist's music. As such, the company has attracted some very prominent names to the label, not only in the past, but also in its current capacity. Indeed, names currently associated with the label include Whitney Houston, Avril Lavigne, and Usher (Jet, 2004).
             Such names also mean a number of very large contracts and a large amount of cash flow into the company. Furthermore, Arista is establis
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