Bookstore Marketing Plan - 3746 Words

Harrisburg, PA 17110-2999 For the purposed business of HACC’s Overholt Bookstore of Harrisburg Area Community College December 5, 2010 Table of Contents Page Executive Summary........................................................................................................................... Situational Analysis........................................................................................................................... Company Analysis........................................................................................................................ Derrick Beards,†¦show more content†¦This market’s consumer demographic ranges from 10 to 50 years of age. Mr. Beard has secured a 10 year partnership between EA Sports and DMC for all Marketing Plan rights. His knowledge of diverse age demographics and â€Å"Speed Branding† will be a cornerstone of our marketing plan to understand the complexity of consumers at a community college. Jonathan Fertal, Cofounder and Vice President of Technology, has had a long term partnership with Apple Inc. since the conception of DMC. DMC’s first major marketing campaign was for Apple’s iPad and iMac. While working with Apple’s CEO Steven Jobs, Mr. Jobs was impressed with then little know marketing company comprised on community college students. With Mr. Job’s assitance and guidance, DMC became to be known in the Marketing Industry as â€Å"The Apple of Advertising,† because of its uncharacteristically innovative marketing mixes. Jonathan’s double Masters Degree in International Business and Marketing from University of Pennslyvania’s Wharton School of Business has shaped his understanding of global consumer habits. Currently DMC the exclusive rights to Apple’s marketing program. Mr. Fertal’s undertanding of technology as a cornerstone for education will be utilized. Mihir Patel, Cofounder and Vice President of Theater and Entertainment/Public Relations, played a key role with his marketing mix for the Broadway smash hit Avenue Q and JerseyShow MoreRelatedMarketing Mix4711 Words   |  19 Pagesnotes A)Marketing Mix variables (The 4 P s of Marketing) The major marketing management decisions can be classified in one of the following four categories: * Product * Price * Place (distribution) * Promotion These variables are known as the marketing mix or the 4 P s of marketing. They are the variables that marketing managers can control in order to best satisfy customers in the target market. The marketing mix is portrayed in the following diagram: The Marketing Mix Read MoreShort Cases19708 Words   |  79 PagesMM21c short cases:MM21c-front matter 12/23/08 12:59 PM Page 1 MANAGING MARKETING IN THE 2 1S T C E N T U R Y : SHORT CASES www.mm21c.com MM21c short cases:MM21c-front matter 12/23/08 12:59 PM Page 2 2 MANAGING MARKETING IN THE 21ST CENTURY TABLE OF CONTENTS 1. SONIK CD . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 2. ICI FIBRES LTD. . . . . . . . . . . . . . . . . . . . .Read MoreThinking Outside the Covers of a Book: The Rise and the Fall of Amazon vs. Borders in the Online World1664 Words   |  7 Pagesdigital books and other forms of goods and services. By some book enthusiasts, Borders was much beloved. Though it was a chain, with hundreds of locations around the world, during its best years it maintained the feel of a great, expansive local bookstore, the 800-foot space multiplied by 10 or 20 (and much better organized). The choices were manifold, the employees passionate, the adventure always beginning (Leopold 2011:2). How did this change? This paper will provide a brief comparative historyRead MoreStarbucks : The Leading Coffee House1111 Words   |  5 Pagestwo important turning points for the struggling company. The first of which occurred in 1993, when Starbucks formed a strategic alliance with Barnes and Noble bookstores to become their in house coffee house (Isidro, 2004). The two companies recognized that books and coffee were a natural fit. Barnes and Noble had already initiated a plan to convert its superstores into hubs of community life, and determined a type of cafà © was needed to produce a more tempting ambiance for its patrons. Barnes andRead MoreVista University Strategic Planning For 20251713 Words   |  7 PagesBuena Vista University Strategic Planning for 2025 In this strategic plan, we are looking at today’s situation to help determine the future structure of Buena Vista University at the Council Bluffs location in 2025. The strategic plan consists of a vision and mission statement, SWOT analysis, strategy, and success metrics. Vision Statement â€Å"Our objective is to be in the top 10% of private colleges in financial strength and operational soundness by year 2025.† Mission Statement â€Å"Our purpose is toRead MoreEssay Strategic Plan, Part I: Conceptualizing a Business1081 Words   |  5 PagesStrategic Plan Part 1: Conceptualizing a Business Jojie Urrete BUS/475 September 12, 2011 Linda McKee Strategic Plan Part 1: Conceptualizing a Business A strategic business plan will help the organization define its mission and vision, giving the organization a sense of purpose and direction. In addition a strategic plan will help the organization asses its strengths and weaknesses, and develop short-term strategies that are compatible with long-term objectives. A strategic plan will balanceRead MoreHuman Resources Management of E-Commerce1684 Words   |  7 Pagesamong people all over the world has caused a major shift in lifestyle and buying pattern of consumers. In order to succeed, businesses’ should be able to plan and adapt to rapid changes in the marketplace. An example of a company that failed to understand the digital revolution is Borders Bookstore. Borders filed bankruptcy because they did not plan for change and they struggled to create and maintain its online business. It lagged behind from establishing a viable online book business, and over expandedRead MoreMorgan Stanley913 Words   |  4 PagesCase 1. AMAZON.com Kim Dong Kyun 1. How has amazon’s entry shaken-up retail book supplychain? Traditionally, The book industry is the chain of â€Å"publisher-wholesalers-retail bookstores†. However, Amazon.com made this chain or supply useless. At amazon.com, unlike traditional bookstores, there are no bookshelves to browse. All contact with the costomer is either through its web site or by email. At the firm’s web site, customers can search for a specific book, topic and etc. Customers canRead MoreThe Amazon. Com1408 Words   |  6 PagesAmazon.com accepted payment from publishers to have books placed on recommended lists, widespread protests led the company to include disclaimers on the site and to broaden its merchandise return policy. Not only does Amazon.com lack a physical bookstore; it almost lacks books. Only a fraction of the titles available on its Web site are actually on shelves in one of its two warehouses. Most of the time, Amazon.com doesnt order a particular book from a distributor until after a consumer has orderedRead MoreMarketing Strategy Of The Us Bookstores Essay933 Words   |  4 Pagesf. Strategies The US bookstores industry includes about 10,000 stores with combined annual revenues of about $16 billion. Major companies include Barnes Noble and Books-A-Million. The industry is highly concentrated with the 50 largest companies accounting for about 85 percent of sales. The industry includes companies that operate physical retail locations like Barnes Noble and online booksellers such as Amazon.com. The industry is being redefined as booksellers ward off strong competition from