The paper 'Napster’ s Marketing Mix" is a good example of a marketing case study. Napster was created initially in 1998-1999. It was designed as a peer-2-peer site for downloading music with the main target being for college students. It hit fast and was on the record as the most used program across many countries (Green 2002, p. 799). However, the record companies had mounted a challenge legally to Napster because of the lost revenues on sales in their music (Evangelista 2002, p. 5), eventually forcing some companies to close (Jack 2006, p.
105– 125). It was a horrifying experience for many recording companies who vowed to take Napster to court. On March 5, 2001, Napster received an order from the U. S. courts to immediately, terminate all trading of the copyrighted material (Evangelista 2002, p. 5). Within just a period of one year, Napster was stressed up financially (Chaffey et al 2006, p. 98). The company filed for bankruptcy and later bought out by Roxio, Inc. Napster since then, reopened its online doors for routine business. This second incarnation offers a legal music download service in direct competition with Apple’ s iTunes and hits in the market hugely with innovations and better quality service. It now operates and does business in three main regions including the U. S., Canada, and the United Kingdom, with estimated 410,000 customers, which pay an estimated ₤14.95 per month each to get the rights of using the 1.5 million songs in the website (Green 2002, p.
799). With the technological advances in this global world and in the modern days, Napster has had to start focusing on new approaches of attracting an elephantine mass of customers and keeping up with the aggressive competitors in the same field for instance Apple.
Because of this fast-growing environment and opening up of more and newly developed programs, the company has strategically set its marketing mix in an attempt of placing itself in a growth position and seeing off the competitive advantage over its competitors.
Barrack, O 2008, Indirect Free Riding on the Wheels of Commerce: Dual-Use Technologies and Copyright Liability, Emory Law Journal 57: 409–461
Chaffey, D, Ellis-Chadwick, F, Johnston, K and Mayer, R 2006, Internet Marketing, Harlow: Prentice Hall, p.98
Evangelista, B 2002, Napster runs out of lives – judge rules against sale, San Francisco Chronicle, p.5
Green, M 2002, Napster Opens Pandora’s Box: Examining How File-Sharing Services Threaten the Enforcement of Copyright on the Internet, Ohio State Law Journal 63: 799
Jack, G 2006, Who Controls the Internet: Illusions of a Borderless World, Oxford University Press, 2006, pp. 105–125
Markus, G and Mali, P 2003a, the Social Form of Napster: Cultivating the Paradox of Consumer Emancipation, Advances in Consumer Research, p.23
Markus, G and Mali, P 2003b, the Anthropology of File Sharing: Consuming Napster as a Gift, Advances in Consumer Research, p.67
McCourt, T and Patrick, B 2003, When Creators, Corporations and Consumers Collide: Napster and the Development of On-line Music Distribution, Media, Culture, & Society 25 (3): 333–350
Raymond, S 2001, the Creative Destruction of Copyright: Napster and the New Economics of Digital Technology, University of Chicago Law Review, p.28
Rune, C 2001, the Rise and fall of Napster - An Evolutionary Approach, Proceedings of the 6th International Computer Science Conference on Active Media Technology, p.45