CASE 1: KARAOKE - Teaching the world to sing
What needs and wants are fulfilled by karaoke singing?
In my view, I would say there are 2 types of needs one’s can achieve from karaoke singing, first of all, it would be the social needs to network with people (eg. socializing/mingle around with people would portrait a sense of belonging). Secondly, to some people it would be something more towards individual needs where they can express themselves/show affection to people. For wants, it would be something which is shaped by individual’s personality, (eg. Individual preferences of certain products/services) or perhaps marketing strategies/advertisements which attracts them towards such wants (eg. promotional/discount coupons, contest, loyalty programs, etc).
Can these needs and wants be satisfied with other products, services or activities?
It all depends on individual. Yes, Karaoke Singing is a form of entertainment and there are many similar alternatives which can be replaced. For example, alternatives such as Concert, Live Band, Movies, Guitar Hero, Mobile Apps/YouTube which provide an avenue for karaoke singing/sing-along, etc. On another hand, karaoke are irreplaceable because there are no other forms of entertainment which are exactly the same as karaoke singing that can be replace off. If I were to give an answer, it would be No. Because even though there are similar alternatives to replace karaoke singing, at the end of it all, it would never be the same in terms of the environment’s atmosphere, social activities, facilities, etc that karaoke singing can provide.
What trends in the environment forces (social, economic, technological, competitive and regulatory) identified in Figure 1-1 work for and work against the karaoke business in your country.
Social: Karaoke singing is used as a form of social networking (eg. you can organize gathering/outing/business trips with your clients/colleagues/friends/family for socializing...
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