英國留學生課程作業指導-水石書店的營銷計劃
08-16, 2014
水石書店在英國實行是最大的專業書店,建于1982年。在網上有著它們將過三百三十家連鎖店,2012年1月在英國和歐洲約4500名員工。然而最近這幾年隨著競爭力度的越來越大，使得交易環境日益困難。
這個簡報報告的主要目的是創建一個營銷計劃，使之關閉一些傳統書店，從而增加它的價值以及在激烈環境中的生存能力。報告包括迫使傳統書店關門的營銷活動,并通過識別和分析自己的長處,弱點,機會和威脅。
政治因素:英國一直是一個鼓勵閱讀的國家,,所以書籍在這個國家很受歡迎。然而,更多的外國書籍零售商進入這一市場,年銷售額的影響迫使傳統書店關門已經下降了12.9%。
Waterstones is the largest professional bookseller in Britain which was built in 1982. It is shown in their website that there are 330 Waterstone’s chain bookstores and around 4,500 staff in the UK and Europe as of January 2012. However, competitions from internet retailers lead it into an increasingly difficult trading environment in recent years.
The main purpose of this briefing report is to create a marketing plan for Waterstones to add its value as well as survive in fierce competitions. The report comprises the marketing initiatives of Waterstones , which have been created through identifying and analyzing its own strengths, weaknesses, opportunities and threats.
PESTLE Analysis, stands for political, economic, social, technological, legislative, and environmental, is a useful strategic tool for understanding market growth or decline, business position, potential and direction for operations (Peter, 2010).
Political Factors: British is always been a country that encourage reading, so books are still popular in this country. However, more book retailers from foreign countries entered into this market, which affected the annual sales of Waterstones has declined by 12.9%. Waterstones started its sale on internet which can reduce the pressure.
Economic Factors: Economic crisis in the past few years hit the world including the Great Britain. It is no doubt that the performance of book retailers such as Waterstones has also been affected by fluctuations in the level of real household disposable income, the consumer price index and overall consumer confidence (Erick, & Michael, 2000). However, things are getting better now; recovered economic situation will increase the sales rate of Waterstones.
Socio-cultural Factors: changes in culture and fashion also affects book retails. Growing popularity of online book purchasing and e-book greatly affected Waterstones selling. However, in this case, online bookstores are opened on its own website. It is an opportunities for Waterstones to survive in competitions.
Technological Factors: With the development of economy and technology, it is more convenient to purchase books on the internet. What’s more, e-books plays a more and more important role in people’s daily reading. As far as I know, there are e-books sold in Waterstones.
Environmental Factors: As is known to all that saving paper is called on by the environmental organizations for years. Focus on e-book will be a good strategy to protect environment. What’s more, Waterstones is well known for re-using famous buildings and historical monuments.
Briefly analysis will be made by using Porter’s Five Forces which refers to suppliers, substitutes, buyers, potential entrants and competitors (Porter, 2004). Following format is opportunities and threats of Waterstones by using Porter’s Five Forces.
Target marketing strategy and marketing mix will be the marketing strategy to survival Waterstones in competition. Though Waterstones’ main target market is the people who are educated and tend to read more than the average, Waterstones’ customers is of diverse ethnic, income and age groups with varying tastes and interests. Waterstones will try to reach its customers with quick and varies channels. In addition to well decorated retailer stores, Waterstones will offer products online and through the mail.
Stage 1: Close retail bookstores which do not make profits to save the operating cost and concentrate on internet retails.
Stage 2: Make use of the current trend to enrich types of books on websites and develop the channel to sell books through mails.
Stage 3: Develop its own e-books and build its own e-book brand.
Stage 4: Launch ads on the TV and internet about its e-book and websites.
Stage 5: Do promotions on its own websites.
Stage 6: Combine internet retails with bookstore retails.
References
Erik, B, & Michael D., (2000). Frictionless Commerce? A Comparison of Internet and Conventional Retailers.Management Science, vol. 46(4), pages 563-585
Micheal, P, (2004). Competitive Strategies. New York: Simon& Schuster
Peter, C, & Tim, H (2010). Key Marketing Skills. Press of Economic Science.
這個簡報報告的主要目的是創建一個營銷計劃，使之關閉一些傳統書店，從而增加它的價值以及在激烈環境中的生存能力。報告包括迫使傳統書店關門的營銷活動,并通過識別和分析自己的長處,弱點,機會和威脅。
政治因素:英國一直是一個鼓勵閱讀的國家,,所以書籍在這個國家很受歡迎。然而,更多的外國書籍零售商進入這一市場,年銷售額的影響迫使傳統書店關門已經下降了12.9%。
Waterstones is the largest professional bookseller in Britain which was built in 1982. It is shown in their website that there are 330 Waterstone’s chain bookstores and around 4,500 staff in the UK and Europe as of January 2012. However, competitions from internet retailers lead it into an increasingly difficult trading environment in recent years.
The main purpose of this briefing report is to create a marketing plan for Waterstones to add its value as well as survive in fierce competitions. The report comprises the marketing initiatives of Waterstones , which have been created through identifying and analyzing its own strengths, weaknesses, opportunities and threats.
PESTLE Analysis, stands for political, economic, social, technological, legislative, and environmental, is a useful strategic tool for understanding market growth or decline, business position, potential and direction for operations (Peter, 2010).
Political Factors: British is always been a country that encourage reading, so books are still popular in this country. However, more book retailers from foreign countries entered into this market, which affected the annual sales of Waterstones has declined by 12.9%. Waterstones started its sale on internet which can reduce the pressure.
Economic Factors: Economic crisis in the past few years hit the world including the Great Britain. It is no doubt that the performance of book retailers such as Waterstones has also been affected by fluctuations in the level of real household disposable income, the consumer price index and overall consumer confidence (Erick, & Michael, 2000). However, things are getting better now; recovered economic situation will increase the sales rate of Waterstones.
Socio-cultural Factors: changes in culture and fashion also affects book retails. Growing popularity of online book purchasing and e-book greatly affected Waterstones selling. However, in this case, online bookstores are opened on its own website. It is an opportunities for Waterstones to survive in competitions.
Technological Factors: With the development of economy and technology, it is more convenient to purchase books on the internet. What’s more, e-books plays a more and more important role in people’s daily reading. As far as I know, there are e-books sold in Waterstones.
Environmental Factors: As is known to all that saving paper is called on by the environmental organizations for years. Focus on e-book will be a good strategy to protect environment. What’s more, Waterstones is well known for re-using famous buildings and historical monuments.
Briefly analysis will be made by using Porter’s Five Forces which refers to suppliers, substitutes, buyers, potential entrants and competitors (Porter, 2004). Following format is opportunities and threats of Waterstones by using Porter’s Five Forces.
Target marketing strategy and marketing mix will be the marketing strategy to survival Waterstones in competition. Though Waterstones’ main target market is the people who are educated and tend to read more than the average, Waterstones’ customers is of diverse ethnic, income and age groups with varying tastes and interests. Waterstones will try to reach its customers with quick and varies channels. In addition to well decorated retailer stores, Waterstones will offer products online and through the mail.
Stage 1: Close retail bookstores which do not make profits to save the operating cost and concentrate on internet retails.
Stage 2: Make use of the current trend to enrich types of books on websites and develop the channel to sell books through mails.
Stage 3: Develop its own e-books and build its own e-book brand.
Stage 4: Launch ads on the TV and internet about its e-book and websites.
Stage 5: Do promotions on its own websites.
Stage 6: Combine internet retails with bookstore retails.
References
Erik, B, & Michael D., (2000). Frictionless Commerce? A Comparison of Internet and Conventional Retailers.Management Science, vol. 46(4), pages 563-585
Micheal, P, (2004). Competitive Strategies. New York: Simon& Schuster
Peter, C, & Tim, H (2010). Key Marketing Skills. Press of Economic Science.
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