THE ITUNES ONLINE MUSIC STORE FEASIBILITY STUDY
TABLE OF CONTENTS
TITLE PAGE 1
TABLE OF CONTENTS 2
MACRO ENVIRONMENTAL FACTORS 7
MARKETING MIX 5
HOFSTEDE MODEL ANALYSIS 6
BEHAVIORIAL IMPLICAITONS 7
The landscape of music industry sales has changed within the last 5 years with the changing technology innovations of computers and the dependency on the Internet. The issue of competition has leveled out due to the ability of services ands products being marketed globally using the Internet. Most importantly, the distance between "buyer" and "seller" has shrunk. Therefore, the "buyer" has gotten more choices and quality when it comes to music. Issues still do exist in the music sales industry. As technology has changed from the 8-track, to cassette tape, to CD, and now, to the music download, the industry has dealt with the issue of piracy. While it is easier to sit down and download music illegally on your computer (with the ramifications of criminal recourse), there are services currently out there that provide legal alternatives for customers to download their favorite music from the Internet. The objective of this study is to determine the feasibility of introducing and selling the iTunes Music Store (iTMS) in Brazil. Macro environmental factors will be analyzed, the marketing matrix will be put into perspective and the Hofstede data will be put into detail.
The iTunes Music Store is an online music service run by Apple Computer through its iTunes computer application. Opened on April 28, 2003, the Store proved the practicality of online music sales. As of February 2006, the Store had sold over 1 billion songs, or more than 80% of worldwide online music sales. Downloaded files come with restrictions on their use (as stated above to combat online music... [continues]
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