edf40wrjww2CF_PaperMaster:Desc
Case Study Outline of Napster
1) Situational Analysis
a. Marketing Objectives
? To re-establish Napster as the market leader for online music downloading industry.
? To establish a competitive market share in the pay-for-play market.
? Regain the majority original customer base, and entice new users.
b. Target Market
? Anyone that has internet access and an interest in music.
? All ages, races, sexes, income levels, education levels and computer knowledge levels.
? Anyone with a minimal understanding of the internet.
c. Marketing Mix
? Product- Legal Music Downloads with the following benefits:
? Music Downloads (Legal rights to 500,000 songs)
? CD Burning
? View Music Videos
? Access Billboard Chart Information
? Synchronize music to other devices
? Message Boards
? Detailed Artist and Album information
? Parental Controls
? Powerful Recommendation Engine
? Personal Inboxes for Music and Messages*
? Ability to Browse Other Users Music Collections*
? Search Engines by Genre, Artist, Track Title, or Popularity
? Complimentary products such as digital recording media, CDs and MP3 players
? Ability to Send Music to Friends within or outside the service*
? &n ...