The Publishing Company Harlequin - Case Study Example

Harlequin creates value for its customers by estimating that there is more demand for these single-title women’s fiction novels which comprise romantic series. It can be said that there is more demand for books hence, in this regard the company plans to launch the MIRA program which had the same focus, of promoting these simple storylines. It is indicated by research that customers are more inclined toward reading these romantic novels. As far as reasons for the likeness of these romantic series is concerned, it can be said the novels offers the readers a sense of romantic fantasy which makes these books popular among young adolescence, especially women.
The case study of Harlequin shows that the company has stabilized growth in publishing romance series. However, the company should take the initiative of launching the MIRA program with an emphasis on women’s single-title romance novels.

The main reason for using this program would be that the company would be able to achieve a competitive advantage by creating a brand image that could help generate incoming sales in the long run. This brand image would be based on a business model that has the components of a capitalist stance. This capitalist stance can be defined as having an advantage over the weaker market, making Harlequin a recognized brand. It is seen that the fiction market is fragmented so Harlequin has the potential of becoming the world's largest publisher of these single-title fiction series. Moreover, the name, “Harlequin” would suggest to the people as a dominant brand that establishes brand loyalty by being standardized in printing, marketing their books, and using effective distribution channels. It can be said that this would make the company an opportunist and they can successfully take the title of being a brand that promotes single title series of romance and limit access to other companies.
The books provided by this company would cater to all audiences, making the readers hooked on these books so that there is no other brand that could compete with the company. It has been estimated that there is only around 50% of the books have the same title as single-title fiction romance so the company is unlikely to face any price wars. While launching the MIRA plan, the company would ensure that there is quality reading and that the prices of these books are reasonable for the customers. Read More