CASE STUDY

Case Study

Case Study

This paper presents answers to the questions of a case study that revolves around e-marketing strategy for a music institution launch. The second question of the case study is related to online gambling industry.

Q1: E-marketing plan and Strategy for Buymusic.com

The Internet has had a tremendous impact on businesses all around the globe. It offers a fast, convenient way for people and businesses to connect often in real time. Internet marketing or eMarketing is about using the internet as a marketing communications and distribution channel (Barksdale, 1999). It involves using the two most common elements - the web and email to establish communications between interested parties without the constraints normally caused due to distance. By removing or limiting the impact of distance on communications, the internet has afforded many businesses the opportunity to promote themselves and make money in markets that before were off limits or inaccessible. Businesses are now able to function on an international level while operating as if all parties were nearby (Crainer, 2000).

In order for any business, virtual or real, to be successful, it has to have a well though out marketing plan in place. Internet marketing tactics are in many respects no different from traditional marketing tactics. Whether the business is geared towards the internet or otherwise, the focus should not lie solely on advertising and promotion. Effective implementation of each portion of the marketing mix is still important. The difference lies in the fact that internet marketing is more often less costly to implement and easier to measure its effectiveness (Fusco, 1999).

New technology has been developed and it has been adapted too society fairly quickly in today's world. This has lead to a change in people's habits and patterns of purchasing products and services.

Buymusic.com is a result of two industry branches coming together. Branches in telecom and music, have realised that their customer has common interests and have together started a institution that will satisfy their customers music needs in a new way. Buymusic.com is a made up institution that illustrates that companies like Telenor and CDON.com can use their competence and take advantage of the standardised technology to offer a new way to search and buy music (Goldman, 1998).

Music Industry

Music today is in all of our lives, both indirect and direct. Indirect, music is a part of our life through radio, TV like MTV and commercials. We also hear music in shopping centers, trains even when walking in the park you can hear music being played.

At the moment people are buying their music through several channels depending on in what form they want their music in. For example CDs for stereo and Walkman are bought through stores and websites, but music is also bought as an MP3-file through the Internet for use on the computer, MP3 recorders and also in cell phones (Goldman, 1998).

The tendency you see by looking at the pattern of what types of forms music is bought in, is that more are starting to buy "digital" music like MP3-files ...