Webtoon, Analyzed from the Portal site’s Point of View

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 resources are the authors of Webtoons who are …
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