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... 6. Bibliography · Napster - http://www.napster.com/ - 20/8/00 · Gnutella -
http://gnutella.wego.com/ - 20/8/00 · FreeNet - http://freenet.sourceforge.net ...
... 6. Bibliography · Napster - http://www.napster.com/ - 20/8/00 · Gnutella -
http://gnutella.wego.com/ - 20/8/00 · FreeNet - http://freenet.sourceforge.net ...
... 6. Bibliography · Napster - http://www.napster.com/ - 20/8/00 · Gnutella -
http://gnutella.wego.com/ - 20/8/00 · FreeNet - http://freenet.sourceforge.net ...
... safely and profitably. 6. Bibliography Napster - http://www.napster.com/ -
20/8/00; Gnutella - http://gnutella.wego.com/ - 20/8/00; ...
... 2005 http ://www.forbes.com/business/forbes/2004/0426/058a.html. “Napster.” Wikipedia.
Wikimedia. 20 Feb. 2005 http ://en.wikipedia.org/wiki/Napster. ...
Submitted by Jewels5058 on April 12, 2008
Category: Business
Words: 854 | Pages: 4
Views: 104
Popularity Rank: 88,768
Average Member Grade: N/A (Add a Comment / Grade this Paper)
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*
 Access to Professionally Programmed Radio Stations*
 Price-
 $.0.99/ song
 $9.95/ album
 Premium Service $9.95 (includes all (*) products above)
 Promotion-
 Promote through partnerships with Microsoft, Gateway, Yahoo and Samsung
 Partnerships with XM Satellite Radio, Tower Records in Japan, a marketing agreement with BellSouth Corp. of Atlanta
 Possible partnership to rollout with cell phones on LM Ericsson of Stockholm
 Placement-
...
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