Louise M. Darling Biomedical Library: Access to and Delivery of Information Resources
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
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
Cited: Table 1. Gender Distribution of Undergraduate Students. Source: University of California Statistics. (2010). % | Faculty at the UCLA School of Dentistry received grants totaling nearly $20 million from the National Institutes of Health and other funding agencies from 2009 to 2010 (UCLA School of Dentistry, 2010). Weaknesses The library brand has become dated according to an OCLC report (2005)