IntroductionNapster 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 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. This marketing mix will look into the marketing mix as planned by Napster. It will in deal evaluate its strengths and weaknesses and make some recommendations on the same. The evaluation if noteworthy as it will help Napster build and strengthen its marketing mix, which is absolute and critical in its survival, in the global market.
As an online music sharing service, the evaluation will be critical in strategizing on how to deal with the competitive nature of the field. It will also be of value in putting across strategies of the way to increase the company profits from sales as well as increase the number of consumers of its services preferably attracting more and new users. The evaluation will detail the four main Ps of a marketing mix being product, price, place and promotion and later look into some additional Ps that might be of value to Napster in strategizing its future marketing mix. Marketing Mix Evaluation for NapsterThis section will explain a Marketing Mix for Napster in general looking into the 4ps as with the strategy of the company.
The four main Ps in the discussion are Price, Promotion, Place and Product. The section will, however also look into the additional Ps, as per what Napster has in store for the marketing mix.