1. Real Groovy is a New Zealand music retailer currently facing challenges from increasing digital downloads and changes in consumer demand, as well as competition from international companies entering the New Zealand market. 2. A SWOT analysis is presented, identifying strengths such as a wide product range and loyalty schemes, as well as weaknesses, opportunities, and threats. 3. Recommendations are made to improve advertising to increase sales and market share in response to these challenges in the New Zealand music retail industry.