Louise M. Darling Biomedical Library: Access to and Delivery of Information Resources

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Louise M. Darling Biomedical Library
University of California at Los Angeles

“Your #1 Partner in Knowledge and Research”

Marketing Plan
March 2012
Professor Thomas R. Lewis

Team Members:
Ryan Davis
Monica Garcia
Alper Usumez
Serena Zebrowski

TABLE OF CONTENTS
Background 3
Target Market 3
Economic Environment 6
Competition 8
Product Objectives 9
Price 13 Place 14 Promotion 16
Breakeven Point 20
Conclusion 20
Works Cited 21

BACKGROUND
Established in 1947, the mission of the Louise M. Darling Biomedical Library (henceforth referred to as the Biomedical Library) is to provide access to and delivery of information resources. The UCLA Library system houses one of the world’s most comprehensive and highly used collections in both print and electronic form. Collectively, all libraries in the University of California system have holdings second only to the Library of Congress.

TARGET MARKET
The primary focus of the Biomedical Library’s collections, services, and staff is to support the health and life sciences research, educational, patient care, and administrative responsibilities of UCLA medical and science faculty, students, staff and industry professionals. Depending on funding contributions, some UCLA graduate and professional schools have more access to the Biomedical Library in terms of physical space and resources. Nonetheless, there are plenty of opportunities to grow usage rates for the Biomedical Library through market segmentation. We recommend a differentiated marketing strategy—one that focuses marketing efforts on UCLA medical and science groups such as students, faculty and staff as well as industry professionals in these fields. The student, staff, and faculty markets are those working and studying the health and life sciences at UCLA. Industry professionals include doctors, scientists, and researchers in medical, biology and life science fields around the country.

Students
Undergraduate Students
The potential market for all UCLA students was 39,593 in 2010. The potential undergraduate student market was 26,162. Below are distributions of students that were found while conducting market segmentation research. Gender| #| Table 1. Gender Distribution of Undergraduate Students. Source: University of California Statistics. (2010). Table 1. Gender Distribution of Undergraduate Students. Source: University of California Statistics. (2010). %|

Women| 14,398| 55%|
Men| 11,764| 45%|

Race Ethnicity| #| %|
African American / Black| 1,076| 4%|
American Indian / Alaskan Native| 128| <1%|
Asian / Pacific Islander| 9,712| 37%|
Hispanic| 4, 126| 16%|
White| 8,467| 32%|
Domestic, Race / Ethnicity unknown| 1,131| 4%|
International| 1,522| 6%|
Table 2. Racial Distribution of Undergraduate Students.
Source: University of California Statistics. (2010).
Table 2. Racial Distribution of Undergraduate Students.
Source: University of California Statistics. (2010).

Geographic Distribution| #| %|
California| 23, 590| 94%|
Other US (46 states and DC)| 1,242| 4%|
Other countries (63 countries)| 1, 330| 3%|
Table 3. Geographic Distribution of Undergraduate Students. Source: University of California Statistics. (2010).
Table 3. Geographic Distribution of Undergraduate Students. Source: University of California Statistics. (2010).

In terms of undergraduate degrees by area, 22.1 percent (about 1661.5) were in the life sciences from 2009-10. Also in 2009-10, 0.9 percent (about 68) degrees were awarded in nursing. In 2009-10, there were 7,518 bachelor’s degrees awarded in the arts and science fields (UCLA Office of Analysis and Information Management, 2011). The UCLA Life Sciences...
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