The shares were floated 15 years ago and apart from 2 big institutional investors they are mainly owned by small shareholders. There is a high level of indirect costs. The labour required is relatively unskilled for production and direct costs are a small proportion of overall costs. Marketing is therefore based on meeting regularly to develop these strategic relationships. Most of the market growth is coming from new technologies.
Most marketing focuses around the 'product' and is done by developing strategic relationships.
Keeping the cost and the price down is vital to maintain business growth. The demand for the products depends a great deal on the demand for music and computers, and both are very sensitive to levels of economic growth.