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Webtoon
Analyzed from the Portal site’s
Point of View
Introduction
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.
Market Analysis
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 r…(생략)
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Webtoons cannot be used as a direct source of profit.
- Webtoons cannot be accessed when there is no internet connection.
Opportunity
- Webtoons have great potential, because there are about 30 million readers per day.
- In addition, rising usage of Internet can boost the demand of Webtoons.
- Second-publication can accelerate advertisement sales.
Threat
- Webtoon is based on free-economics, so they can collapse the existing cartoon industry.
Competitor
Costumer
Customers are those who want their needs/wants satisfied through the products and they go through certain stages before, during and after their consumption. In the first stage, their needs and wants are recognized mainly due to slack time and product loyalty. Then they search through the list provided by portal sites and their consideration sets for the product. After evaluating the ratings, comments and number of views, customers purchase (read) the Webtoons. Finally, they can write comments and rate the episod
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