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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......

Approximate Word Count: 854
Approximate Pages: 4 (260 words per double-spaced page)