2012 Marketing Report = C Grade
1. Executive Summary
Scorpio Books is an ‘independent’ bookshop based in Christchurch, established around 32 years ago. It was previously named Pisces Books, however that changed in 1979. The range they had used to be ‘counter-culture alternative and quite different’, only providing cook books about vegan and vegetarian foods. However over the past 22 years, their selection range has extended. This report will be used aid Scorpio Books in future business and will hopefully point out where improvement is needed.
While conducting a situational analysis, it was clear that Scorpio Books is a very small and not very noticeable business. They have very large competitors, and the advertising they use does not leave a lasting impression on consumers. If they advertised to a wider audience then the amount of customers who would be willing to try a different bookstore would increase. It helps that they have a site for online shopping. This would also mean that they would become a larger competitor on the bookstore market. However because the virtual world is taking over the physical, in the future, bookstores everywhere may come across the harsh reality of not being able to sell physical copies of books. These days, the demand for books is still high but, the ever increasing demand of virtual books is growing rapidly. It is recommended that bookstores find a way to still profit from consumers purchasing books through their company name. However, if bookstores go completely virtual, there will be a huge increase in demand for IS or IT users, and many people will need a higher education to just ‘man a bookstore’ or library.
2. Contents Page
Executive Summary Page 1
Contents Page Page 2
Introduction Page 3
Situational Analysis Page 4 Marketing Analysis
Size of the Book Market in New Zealand Page 4
Current Target Customers Page 4
Buying Patterns Page 5 Competitor Analysis Competitors Strengths/Weaknesses Grid
Scorpio Books is an ‘independent’ bookshop based in Christchurch, established around 32 years ago. It was previously named Pisces Books, however that changed in 1979. The range they had used to be ‘counter-culture alternative and quite different’, only providing cook books about vegan and vegetarian foods. However over the past 22 years, their selection range has extended. This report will be used aid Scorpio Books in future business and will hopefully point out where improvement is needed.
While conducting a situational analysis, it was clear that Scorpio Books is a very small and not very noticeable business. They have very large competitors, and the advertising they use does not leave a lasting impression on consumers. If they advertised to a wider audience then the amount of customers who would be willing to try a different bookstore would increase. It helps that they have a site for online shopping. This would also mean that they would become a larger competitor on the bookstore market. However because the virtual world is taking over the physical, in the future, bookstores everywhere may come across the harsh reality of not being able to sell physical copies of books. These days, the demand for books is still high but, the ever increasing demand of virtual books is growing rapidly. It is recommended that bookstores find a way to still profit from consumers purchasing books through their company name. However, if bookstores go completely virtual, there will be a huge increase in demand for IS or IT users, and many people will need a higher education to just ‘man a bookstore’ or library.
2. Contents Page
Executive Summary Page 1
Contents Page Page 2
Introduction Page 3
Situational Analysis Page 4 Marketing Analysis
Size of the Book Market in New Zealand Page 4
Current Target Customers Page 4
Buying Patterns Page 5 Competitor Analysis Competitors Strengths/Weaknesses Grid