Case Study Outline of Napster

1) Situational Analysis

a. Marketing Objectives
„X To re-establish Napster as the market leader for online music downloading industry.
„X To establish a competitive market share in the pay-for-play market.
„X Regain the majority original customer base, and entice new users.

b. Target Market
„X Anyone that has internet access and an interest in music.
„X All ages, races, sexes, income levels, education levels and computer knowledge levels.
„X Anyone with a minimal understanding of the internet.

c. Marketing Mix
„X Product- Legal Music Downloads with the following benefits:
„Ï Music Downloads (Legal rights to 500,000 songs)
„Ï CD Burning
„Ï View Music Videos
„Ï Access Billboard Chart Information
„Ï Synchronize music to other devices
„Ï Message Boards
„Ï Detailed Artist and Album information
„Ï Parental Controls
„Ï Powerful Recommendation Engine
„Ï Personal Inboxes for Music and Messages*
„Ï......

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Title: Case Analysis: Napster
Approximate Word Count: 797
Approximate Pages: 4 (250 words per double-spaced page)

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