Diwan BookStore

DIWAN: A Tale of Heart Over Matter
1. Diwan Customers’ main Need was the affordable price; especially that Diwan targeted the middle-class families. Additionally, the Customers’ main Want was the availability of a wide selection of books. Finally, the Egyptian society demand on reading increased due to the release of the novel called ‘’The Yacoubian Building’’, it has also increased due to some economic factors.
2. Diwan offers a lot of services, such as the diversity of books selection in different categories such as the arts, history and fiction, with different languages such as Arabic, English, French and German. Moreover, it has a multimedia section offering audio books, DVDs, educational CD-ROMs, music CDs and PC games. In addition to new multimedia releases, it also offers classics.
In addition to the bookstore, it has a stationary section that offers products from local and international suppliers such as calendars, bookmarks, and notebooks.
Moreover, Diwan has developed its own website in which it offers several features such as discussion forums and book clubs.
Finally, Diwan offers other services such as book binding, children’s activities, gift-wrapping, event hosting and used book exchanges.
3. I believe that the Marketing Concept is the best to describe Diwan’s strategy, as this concept is based on knowing the needs and wants of the target markets and delivering the desired satisfactions better than competitors do.
Since some bookstores in Egypt stocked a limited selection of books, the readers were forced to purchase the desired books from other countries or to wait for the annual international book fair. Hence, Diwan delivered a variety of books with an affordable price, in order to meet the customers’ needs and wants.
4. The values which Diwan creates in its customers are the product affordability, new releases, and Book signing.
5. I believe that Diwan will succeed in building a solid customer relationship, since it has already 12 branches in Egypt, so it could be reached almost anywhere. Moreover, it’s priority has been always the customer satisfaction and loyalty, therefore it created the loyalty cards. In addition, it will introduce e-books which will fulfill the customers’ new wants due to the spread of different technologies.
Finally, Diwan’s values includes passion and innovation, hence it will be able to bring in many new ideas to the Egyptian market in the future. However, the management team shall take serious decisions concerning reducing costs in order to maintain the financial stability of Diwan.