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Marketing - Assessment Case Study - Essay Example

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Marketing - Assessment Case Study

52-53). The greatest force, which is influencing Waterstones, is the technological revolution of eBooks and the rise of digital gadgets that are offering large contents of online books, which can be accessed at a single click of the customers. Furthermore, more and more publishers and writers are now offering their books on the internet. On the cultural side, the era of library and paper books is quickly fading away. People today live busier lives and believe that they have too much to catch up on. Therefore, the “gadget culture” is prevailing where people conduct almost all their operations and duties with their cell phones, laptops, tablet devices and others. From booking an airline ticket to sending a birthday card, from shopping for grocery to ordering a pizza, from reading the newspaper to watching movies, everything is now happening online. This online or e-book mindset will further support such companies. The economic environment, which can be characterized by economic recession and its continued impacts, is dampening the sales of books. The statistics for the first half of the year 2011 reveal that book sales and volume have been decreasing even the export of books from UK is also on decline. In the midst of this recession, the digital book sales are growing at an exponential rate. To be exact, the growth for the first half of the 2011 for digital book sales was over 37 percent compared to first half of 2010. The total size of the digital market now stands at 180 million pounds which now represents over 7 percent of the total book sales (digital and physical combined) in the UK. Another important development for Waterstones in the political-legal front is the fact that the government seems enthusiastic and determined to stop any online piracy. Even as today, when the eBook industry is in its infant ages, there are many eBooks available on the Internet, which infringes the copyrights rules. The UK government is hopeful to bring the Digital Economy Bill so that any illegal eBooks should be removed from the site. Furthermore, both Amazon and ePub have created mechanisms where friendly lending is not possible. The only way to lend online books is to register the account for multiple devices (up to six) and then transfer the file. Since it is an encrypted file, it is highly unlikely that any file transfer would take place between users. On the other hand, the imposition of VAT on eBooks sold in UK may end up being a disadvantage for the eBook retailers. Moreover, as people become more and more aware about the environmental issues, they might switch to the digital books because of the number of forests that need to be cut for creating pages for every book. Digital books, on the other hand, pose no such threat to the environment. Segmentation for Waterstones Segmentation refers to the process by which marketers divide the target customers into different subsets that share certain characteristics. There are only a few organisations as of today that do not engage in segmenting their customers are which are not aware of the segments in their target market (Pickton and Masterson, p. 85). Segmentation is the most efficient way to appeal to a boarder range of customers by understanding the dynamics and variables that could trigger their purchase. Waterstones can segment their customers in terms of demographic and behavioural ...Show more

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Running Head: Marketing Marketing Marketing Environmental factors affecting Waterstones Marketing Marketing does not take place in isolation; in fact, it remains in a constant dialogue with the micro and macro environment…
Author : oconnellcali
Marketing - Assessment Case Study essay example
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