Promoting a new form of selling books for the EFE Company
Summary :
Table of Contents
- Executive summary
- Summary of prime objectives
- Major findings
- Conclusions and recommendations
- Problem definition
- Description of the company
- Background to the problem
- Statement of the marketing problem
- Approach to the problem and research design
- Research design
- Data from primary sources
- Data from secondary sources
- Description of the sample characteristics
- Results
- Conclusions and recommendations
- Limitations
- Limitations linked to the nature of the firm
- Constraints due to the study we were asked to do
- Technical constraints
- Conclusion
Abstract
According to analysis experts, efe is not only selling a product on internet, it is also selling a new concept: using e-books rather than printed books. The distinction may not have been understood. That is why we decided to have three different objectives.
First of all we have to understand why the previous marketing strategies did not work. Our hypothesis is that the product is very innovative and thus not very easy to get familiar with (especially for the targeted customers who are not often very familiar with the use of internet). That is why any usual marketing strategy is likely to fail. We want to understand on which points the undertaken measures failed in order to try to build a new one.
Then we want to get as much information as possible on the relations between the potential customers and their professional purchases on internet. Very often the experts that efe targets buy their books in bookshops or even go to public libraries. Buying on internet is something to which they are not used and that is why we need to know how we could bring them to change this habit (change the site frame; change the means of paying...).
And of course the most important point is to understand what will bring the customers to buy e-books rather than printed versions. The question we have to answer is: why are they going to buy a product to which they are absolutely not used whereas they are satisfied with its previous form?
First of all we have to understand why the previous marketing strategies did not work. Our hypothesis is that the product is very innovative and thus not very easy to get familiar with (especially for the targeted customers who are not often very familiar with the use of internet). That is why any usual marketing strategy is likely to fail. We want to understand on which points the undertaken measures failed in order to try to build a new one.
Then we want to get as much information as possible on the relations between the potential customers and their professional purchases on internet. Very often the experts that efe targets buy their books in bookshops or even go to public libraries. Buying on internet is something to which they are not used and that is why we need to know how we could bring them to change this habit (change the site frame; change the means of paying...).
And of course the most important point is to understand what will bring the customers to buy e-books rather than printed versions. The question we have to answer is: why are they going to buy a product to which they are absolutely not used whereas they are satisfied with its previous form?
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