Bookstore Marketing Plan

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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, VP................................................................................................................... Jonathan Fertal, VP.................................................................................................................. Mihir Patel, VP......................................................................................................................... Cio Shephard, Pres................................................................................................................... Mission Statement.................................................................................................................... Customer Analysis........................................................................................................................ Industry Trends............................................................................................................................. Competitors Analysis.................................................................................................................... External Market Environment Analysis........................................................................................ SWOT Analysis............................................................................................................................

Executive Summary

Dynamic Marketing Concept’s (DMC) comprehensive business plan for Harrisburg Area Community College, Harrisburg Campus (HACC) consists of four pronged strategies: eBooks, Honors 10/10, P2P Tutoring and Strategic repricing. These strategies will further developed below. The weakest part of Overholt Bookstore’s current marketing plan, besides not having one, is the lack of consist weekly consumer foot traffic. The Bookstore has a surplus of consumer foot traffic at the beginning and at the conclusion of each semester, but remains stagnant in between. DMC’s HACC Bookstore marketing plan will increase this area and rejuvenate the Bookstore to become the authority for collegiate supplies. The stipulation of this plan is that this will all be accomplished for under the $10,000.00 budget.

Situation Analysis

Company Analysis

The young company of DMC has awakened the Marketing Industry ever since it conception ten years ago. With forward thinking and fresh ideas, DMC has quickly risen to the top of the Marketing Industry and has become the choice for National and International brand management for companies like Apple Inc (iPad and iMac), Sony Records Corporation (Justin Beiber and Jason Durillo), EA Sports LLC (Madden 2010 and Call to Duty II), and Broadway Productions Inc. (Avenue Q and Jersey Boys). DMC’s current advertising portfolio holdings are estimated at $1.2 billion dollars for the next 5 year. Organized and incorporated while the founding members were students of HACC themselves, this current marketing plan is an endeavor of love and gratitude towards their alma mater as much as being a leader in the Marketing Industry.

Derrick Beard, Cofounder and Vice President of Video Game, has not only developed an impressive collage of top selling video games but also heads the department of Gaming Advertising. His succesful product launch of Madden 2010...
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