분야
docx2. Market Analysis
3. S-T-P Analysis
4. Marketing Mix (4P Mix)
5. Conclusion
Reference
Purpose of this report is to analyze the marketing strategy of Webtoons from the portal site’s point of view through the process of Marketing Analysis, S-T-P Analysis, and Marketing Mix. More specifically, we focused our analysis on Webtoons that are viewed from the consumer’s smartphones. Webtoon was chosen for our topic for entertainment industry in Korea because our group became curious in the reason why few Korean portal sites decide to offer Webtoons for their customers and visitors, even though it has no substantial direct profit from the view of company.
2. Market Analysis
(1) Environment
Environment of Webtoon market is composed of various factors such as Competitive factor, Company resources factor, Technological factor, and Sociocultural & Legal factor. For the Competitive factors, Webtoons have an advantage of free price and its easy accessibility. The Company’s resources are the authors of Webtoons who are hired by each portal site’s while their goals are to attract more customers to visit their sites with the free Webtoon service. Technological factors include the advancement of Internet and the wide spread of smartphones that enable Internet access anywhere and anytime. Moreover, people are not willing to spend their own money on cartoons due to the illegal downloads from the Internet. Lastly, Sociocultural & Legal factors are related to the wide use of public transportation in Korea. During their use of public transportation, people are left with slack time which can be used for reading Webtoons. Furthermore, because the infringement of copyright is easy and very common in Korea, many people do not buy the contents.
