Manajemen Pemasaran Disusun oleh : Kelompok 4 Rey Danar Oktasari 1408031020 Fachma Uchriza 140803102063 Icha Reviliani 1408031020 Lailatul Karimah 1408031020 Bella Devi Kurniasari 1408031020

History pandora started in january 2000 , as the westergen , former rockers and composer of music , founded the music the genome project ( mgp ) , who became a hybrid pandora .To run this project , westergen with the musician and the technology liked music .The goal , build a tool analysis most comprehensive music . With capital us $ 1,5 million from the angel investors , westergen develop start-up originally named savage beat technologies .Selling recommendations business services music to the business as to buys you .The idea that business did not work good , despite a ( application ) the analysis successfully embodied .

Until the end of 2001 , westergen have 70 employees , but do not have enough cash .Every two weeks , he had to hold a to ask although they continue to work without pay first .It lasted until two years .Then , bubbles dotcom , who makes a lot of money fear put investment in business dotcom . Fortunately there are still larry marcus , musicians and also financier ventura of walden venture capital in march 2004 willing to bet investment $ 9 million dollars ~ With capital it , westergen change the focus of his company to more working the consumer segment than business , with put myself as providers of internet radio service , simultaneously changing her name to pandora .Of course , victuals intelligent application of mgp andalannya come into being .Pandora to drive , wastergen recruit joe kennedy ( now ceo ) , that broad experience build consumer products when still in e-loan and saturn .After the number of his hearers continue to grow , per december 2005 , pandora managed to sell his first ad .

Indeed , from the side of its business model , pandora projected can get revenue , aside from the cost of premium subscription services ( free advertising ) of users ) ( listener , also from service advertising nor the commission of cd sales its business partners ( amazon and itunes ) .The cost to be borne pandora , of course operational costs and employees as well as royalty make songwriter and label .

1. As completely as possible, sketch the value chain for pandora from the production of content to the listener ? Ans: Royalty us $ 0.2 / hour , / listener .Of advertising , either visually and audio that produces 4o million dolllar in a year

2. How do horizontal and vertical conflict imapct pandora ? Ans: Horizontal : If not hire a lobbyist in wangshiington dc related royalty would be bad Vertical : The impact of royalty , pandora asked to the audience to write regularity those who argue as customers or listeners

3. How does pandora add value for customers throught its distribution function ? Increasing the service Facilitate access to iphone which were paid be free of charge

4. Will be pandora succesfull in the long term? Why or why not ? Yes,because pandora recorded as providers music app the first free entering ituns appstore Not , because pandora can only be used in us , not in other countries .

CONCLUSION

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