英国留学生课程作业指导-水石书店的营销计划
08-16, 2014
水石书店在英国实行是最大的专业书店,建于1982年。在网上有着它们将过三百三十家连锁店,2012年1月在英国和欧洲约4500名员工。然而最近这几年随着竞争力度的越来越大，使得交易环境日益困难。
这个简报报告的主要目的是创建一个营销计划，使之关闭一些传统书店，从而增加它的价值以及在激烈环境中的生存能力。报告包括迫使传统书店关门的营销活动,并通过识别和分析自己的长处,弱点,机会和威胁。
政治因素:英国一直是一个鼓励阅读的国家,,所以书籍在这个国家很受欢迎。然而,更多的外国书籍零售商进入这一市场,年销售额的影响迫使传统书店关门已经下降了12.9%。
Waterstones is the largest professional bookseller in Britain which was built in 1982. It is shown in their website that there are 330 Waterstone’s chain bookstores and around 4,500 staff in the UK and Europe as of January 2012. However, competitions from internet retailers lead it into an increasingly difficult trading environment in recent years.
The main purpose of this briefing report is to create a marketing plan for Waterstones to add its value as well as survive in fierce competitions. The report comprises the marketing initiatives of Waterstones , which have been created through identifying and analyzing its own strengths, weaknesses, opportunities and threats.
PESTLE Analysis, stands for political, economic, social, technological, legislative, and environmental, is a useful strategic tool for understanding market growth or decline, business position, potential and direction for operations (Peter, 2010).
Political Factors: British is always been a country that encourage reading, so books are still popular in this country. However, more book retailers from foreign countries entered into this market, which affected the annual sales of Waterstones has declined by 12.9%. Waterstones started its sale on internet which can reduce the pressure.
Economic Factors: Economic crisis in the past few years hit the world including the Great Britain. It is no doubt that the performance of book retailers such as Waterstones has also been affected by fluctuations in the level of real household disposable income, the consumer price index and overall consumer confidence (Erick, & Michael, 2000). However, things are getting better now; recovered economic situation will increase the sales rate of Waterstones.
Socio-cultural Factors: changes in culture and fashion also affects book retails. Growing popularity of online book purchasing and e-book greatly affected Waterstones selling. However, in this case, online bookstores are opened on its own website. It is an opportunities for Waterstones to survive in competitions.
Technological Factors: With the development of economy and technology, it is more convenient to purchase books on the internet. What’s more, e-books plays a more and more important role in people’s daily reading. As far as I know, there are e-books sold in Waterstones.
Environmental Factors: As is known to all that saving paper is called on by the environmental organizations for years. Focus on e-book will be a good strategy to protect environment. What’s more, Waterstones is well known for re-using famous buildings and historical monuments.
Briefly analysis will be made by using Porter’s Five Forces which refers to suppliers, substitutes, buyers, potential entrants and competitors (Porter, 2004). Following format is opportunities and threats of Waterstones by using Porter’s Five Forces.
Target marketing strategy and marketing mix will be the marketing strategy to survival Waterstones in competition. Though Waterstones’ main target market is the people who are educated and tend to read more than the average, Waterstones’ customers is of diverse ethnic, income and age groups with varying tastes and interests. Waterstones will try to reach its customers with quick and varies channels. In addition to well decorated retailer stores, Waterstones will offer products online and through the mail.
Stage 1: Close retail bookstores which do not make profits to save the operating cost and concentrate on internet retails.
Stage 2: Make use of the current trend to enrich types of books on websites and develop the channel to sell books through mails.
Stage 3: Develop its own e-books and build its own e-book brand.
Stage 4: Launch ads on the TV and internet about its e-book and websites.
Stage 5: Do promotions on its own websites.
Stage 6: Combine internet retails with bookstore retails.
References
Erik, B, & Michael D., (2000). Frictionless Commerce? A Comparison of Internet and Conventional Retailers.Management Science, vol. 46(4), pages 563-585
Micheal, P, (2004). Competitive Strategies. New York: Simon& Schuster
Peter, C, & Tim, H (2010). Key Marketing Skills. Press of Economic Science.
这个简报报告的主要目的是创建一个营销计划，使之关闭一些传统书店，从而增加它的价值以及在激烈环境中的生存能力。报告包括迫使传统书店关门的营销活动,并通过识别和分析自己的长处,弱点,机会和威胁。
政治因素:英国一直是一个鼓励阅读的国家,,所以书籍在这个国家很受欢迎。然而,更多的外国书籍零售商进入这一市场,年销售额的影响迫使传统书店关门已经下降了12.9%。
Waterstones is the largest professional bookseller in Britain which was built in 1982. It is shown in their website that there are 330 Waterstone’s chain bookstores and around 4,500 staff in the UK and Europe as of January 2012. However, competitions from internet retailers lead it into an increasingly difficult trading environment in recent years.
The main purpose of this briefing report is to create a marketing plan for Waterstones to add its value as well as survive in fierce competitions. The report comprises the marketing initiatives of Waterstones , which have been created through identifying and analyzing its own strengths, weaknesses, opportunities and threats.
PESTLE Analysis, stands for political, economic, social, technological, legislative, and environmental, is a useful strategic tool for understanding market growth or decline, business position, potential and direction for operations (Peter, 2010).
Political Factors: British is always been a country that encourage reading, so books are still popular in this country. However, more book retailers from foreign countries entered into this market, which affected the annual sales of Waterstones has declined by 12.9%. Waterstones started its sale on internet which can reduce the pressure.
Economic Factors: Economic crisis in the past few years hit the world including the Great Britain. It is no doubt that the performance of book retailers such as Waterstones has also been affected by fluctuations in the level of real household disposable income, the consumer price index and overall consumer confidence (Erick, & Michael, 2000). However, things are getting better now; recovered economic situation will increase the sales rate of Waterstones.
Socio-cultural Factors: changes in culture and fashion also affects book retails. Growing popularity of online book purchasing and e-book greatly affected Waterstones selling. However, in this case, online bookstores are opened on its own website. It is an opportunities for Waterstones to survive in competitions.
Technological Factors: With the development of economy and technology, it is more convenient to purchase books on the internet. What’s more, e-books plays a more and more important role in people’s daily reading. As far as I know, there are e-books sold in Waterstones.
Environmental Factors: As is known to all that saving paper is called on by the environmental organizations for years. Focus on e-book will be a good strategy to protect environment. What’s more, Waterstones is well known for re-using famous buildings and historical monuments.
Briefly analysis will be made by using Porter’s Five Forces which refers to suppliers, substitutes, buyers, potential entrants and competitors (Porter, 2004). Following format is opportunities and threats of Waterstones by using Porter’s Five Forces.
Target marketing strategy and marketing mix will be the marketing strategy to survival Waterstones in competition. Though Waterstones’ main target market is the people who are educated and tend to read more than the average, Waterstones’ customers is of diverse ethnic, income and age groups with varying tastes and interests. Waterstones will try to reach its customers with quick and varies channels. In addition to well decorated retailer stores, Waterstones will offer products online and through the mail.
Stage 1: Close retail bookstores which do not make profits to save the operating cost and concentrate on internet retails.
Stage 2: Make use of the current trend to enrich types of books on websites and develop the channel to sell books through mails.
Stage 3: Develop its own e-books and build its own e-book brand.
Stage 4: Launch ads on the TV and internet about its e-book and websites.
Stage 5: Do promotions on its own websites.
Stage 6: Combine internet retails with bookstore retails.
References
Erik, B, & Michael D., (2000). Frictionless Commerce? A Comparison of Internet and Conventional Retailers.Management Science, vol. 46(4), pages 563-585
Micheal, P, (2004). Competitive Strategies. New York: Simon& Schuster
Peter, C, & Tim, H (2010). Key Marketing Skills. Press of Economic Science.
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