December 15, 2013
Mr. Brian Hardy
Marketing Analysis Research Report Rough Draft
The Grassmann Bookstore is a bookstore that deals with new and used books, eBooks, online ordering, used textbook sales, DVDs, and book restoration. They also have a location where you can go and physically hold the books and speak with a live customer service representative. Most people are used to ordering their purchases from Amazon or EBay as they are nationally recognized resellers. Grassmann Bookstore is a reseller but much more. They have incorporated give-back programs into their buying processes and have established reduced carbon footprint shipping methods. One niche that sets them apart from other resellers is their book restoration services.
Marketing Mix (the four P’s)
Product: Used bookstores give value-driven customers product at lower costs. Online sales generate book donation literacy programs. Textbooks, eBooks, book restoration services, and other media sales are available online and on location. Book donation program in place for literacy programs with the sale of one book – one book is donated. Price: Money is exchanged for product sometimes up to 95% off original listed price. New books can be listed for up to 50% off current price depending on availability and future sales. Book restoration services are available. Free international shipping Promotion: Means of communication includes social networks like Twitter and Facebook, sales flyers, online advertising, and newsletter. Social media and sales flyers generate sales promotions of product and other services. Place: Customers may acquire these products at the used bookstore or through the website. Environmental Scan
Grassmann Books is among a unique and growing group of triple bottom line companies who understand that profit is not the only way to measure business success. People also matter. And so does the planet on which we all live (www.betterworldbooks.com). The social impact is important because people are generating funding for literacy programs by buying books. Economically, Grassmann books answers equally to customers, employees, the literacy programs they are affiliated with, and stakeholders. Environmental factors are over 30 million books have been saved from landfills and if homes cannot be found for books there is a recycling program in place. Carbon-neutral shipping is also in place to reduce carbon-footprint. They are partnered with companies who seek innovative improvements in carbon-neutral shipping and packaging to reduce the carbon footprint. Grassmann Books use local postal carriers who use the lowest energy per package generating the least amount carbon. Donations from libraries with unwanted books are always accepted. Homes will be found for the books or they will be properly recycled. Book donation drop boxes are in select locations so people have access to properly donate unwanted books instead of throwing them away and filling landfills. Drop boxes can be requested by colleges, libraries, and other businesses to help collect unwanted books. Market Segmentation
Demographics show that online book ordering has not been affected by the recent recession. Online book retail, including eBooks, accounted for 44% of all spending by consumers on books in the U.S. in 2012. (www.digitalbookworld.com). The slowly improving economy has helped with the overall sales of books, new and used, as well as other merchandise offered. Even with the speculation of eBooks eventually replacing traditional books in sales, it is a trend that literacy is just as important today as it was fifty years ago. Used textbook sales continue to increase as more people are going back to school to earn degrees to improve job prospects. Online book ordering has more inventories to choose from as traditional bookstores have limited shelf space for inventory. Ethical Issue
There are security and privacy issues that online retailers face. Setting up...
Molgen, E. (2013). The Tangled Web We Have Woven. Communications of the ACM, 56(2), 20-22. doi:10.1145/2408776.2408784
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