Marketing James Patterson Case - 4242 Words

Table of Contents1.0 Executive Summary32.0 Situation Analysis42.1 Environment42.1.1 Demographic environment42.1.2 Economic Conditions and trends42.1.3 Social-Cultural environment42.1.4 Technological environment52.1.5 Political Legal environment52.1.6 Natural environment52.1.8 Environmental Opportunities52.1.9 Environmental Threats62.2 Industry62.2.1. Suppliers62.2.2 Consumers62.2.3 New Entrants72.2.4 Competitors72.2.5 Substitute Products (Threat of Substitute products)82.2.6 Industry Opportunities82.2.7 Industry Threats82.3 Organization82.3.1 Strengths82.3.2 Weakness92.4 Marketing Strategy92.4.1 Objectives92.4.2 Analysis of Sales, Profit and Market Share92.4. 3 Analysis of target market(s)102.4.4 Analysis of Marketing Mix Variables112.4.5†¦show more content†¦Ã¢â‚¬ ¢Mass merchants generated 34% of the sales of best sellers, indicating that the readers were leaning towards low price options. †¢Information regarding purchasing power or income distribution of the readers is not available. 2.1.3 Social-Cultural environment†¢Book club was a trend in the United States and being a member of a book club meant commanding respect in the society. †¢The society had a special place for the so called badge books. The works of James Patterson did not enjoy similar status which resulted in lower readership amongst the group of omnivorous readers. 2.1.4 Technological environment†¢Technologies used in book printing and publishing are hardcover, paperback, electronic books, audio books. Hardcover books fetch the maximum profits for the publisher and author. †¢Demands for E-books are increasing as it is a low cost sales outlet. eBooks cost between $4.99 and $6.99 per book where as hardcover cost $21 to $27 and paperbacks about $7.99†¢Internet and email usage has not affected the demand for books a great deal. Demand for books has been consistent at about 1.1 billion over the past decade. †¢Technological advancement has lead to an increase in the average web surfing time. However, the online retailers have accounted for a mere 2% of the sales of best seller fiction in the year 2004. 2.1.5 Political Legal environment†¢Information regarding the political and legal factors is not available. 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