Contents
This paper answers the following questions on the case study – - Evaluate how Napster has varied each element of the marketing mix to compete with traditional and online music retailers.
- Select 3 of the companies’ perceived risk factors and provide recommendations for Napster on strategies they might develop to overcome these 3 factors.
Description
The report is based on analysis of Napster, an online music company. The company offers online music services to its customers. The customers can simply listen and buy music tracks online unlike visiting a retail store. The company uses innovative means for developing successful business strategy which is web based and customer can access at anytime of the day and from anywhere. The internet offers no geographical boundaries and access to favorite track of music all round the day. The subscription charges are minimal as compared to the services offered by the customer. The advancement in technology has given birth to online marketing strategies which seem to offer promissory results. In case of Napster, web based strategies have been used to promote the product to customers. As a result, the company enjoys increased sales, revenues, customer base, and customer retention. But, still faces a stiff competition from other online music giants like itunes from Apple. The paper also highlights on the recommendations for a successful web based strategy.
