StudentShare solutions
Triangle menu

Marketing - Assessment Case Study - Essay Example

Nobody downloaded yet

Extract of sample
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


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
Read Text Preview
Save Your Time for More Important Things
Let us write or edit the essay on your topic
"Marketing - Assessment Case Study"
with a personal 20% discount.
Grab the best paper

Check these samples - they also fit your topic

Case Study in B2B Marketing
The environment of business is supposed to be undergoing a constant alteration which is making it tough for the companies to ensure their respective existence in the industry. This particular scenario is making it necessary for the companies to make alterations in their marketing strategies in order to cater to the varied requirements of the customers and also to acquire fresh customers.
17 pages (4250 words) Essay
Case Study( Paramedics assessment)
Ischemic Chest pain Ischemic is the term applied to a restriction of the blood supply to the heart muscle, and it generally manifests itself by the appearance of a severe, sometimes excruciating pain arising from decreased blood flow through the coronar y artery (Mosby, 2009).
10 pages (2500 words) Essay
Marketing Report -- Case Study
The strategy of the company is to provide priority to the employees in order to keep the customers happy and satisfied. Hence, the internal marketing strategy has helped the company to gain competitive advantage. An alternative strategy has been presented for further development of the company in this paper.
7 pages (1750 words) Essay
Assessment Centre Case Study 'University Reunion'
One way in which businesses or companies can work together to launch a new service or product or lower the costs is through a merger. Different types of mergers exist and examples include horizontal merger, which involve two companies initially offering similar goods or products and competing deciding to come together and vertical merger involving two companies whose operations complement each other.
4 pages (1000 words) Essay
Case Study Assessment
The paper seeks to reveal the key factors that contribute to such situation. The phenomenon of leadership has traditionally been associated with in-group dynamics of social interactions. The common feature of any social group or any size is that its members differ in the degree of their influence, and " the person who exerts the most influence on the rest of the group thus affecting group beliefs and behavior is usually addressed as leader" (Hollander 1985, p.
9 pages (2250 words) Essay
Assessment case study
According to Wilson, (2003, p. 7) " In most cases disability is unpredictable, unexpected and mostly unwanted. Having a disabled child can undermine the parents' sense of security, which is based on the known and expected order of things." So as a social work professional my main motive should be to inculcate a positive feeling in John and his family and guide them to lead a more meaningful and confident life.
8 pages (2000 words) Essay
Marketing Case Study
The company’s success was based on favorable market conditions and accurate predictions about consumer tastes and preferences. Still, during the 2000s when Gap encountered millions of losses (p. 196) serious aspects
4 pages (1000 words) Essay
Case Study based assessment
BA functioned as a public company for around 13 years and it was privatized in 1987 when the majority of the public companies were nationalized by the government of that time. From then
9 pages (2250 words) Essay
Case Study( Paramedics assessment)
realized that this is not the sole cause of chest pain, and that it may be due to “classical angina” (Devonshire Lodge Practice, 2011) whose symptoms generally appear during, or immediately after exercise and subside after resting. However, it must also be said that where
10 pages (2500 words) Essay
Adam Individual Assessment Case Study: Nokia-Microsoft Strategic
s possible to conduct an in-depth analysis of the global strategy adopted by Nokia to counter the intensified competition and restrict further decline in the market share. The report outlined the various factors associated with a decline in the market share of Nokia, with an
13 pages (3250 words) Essay
Comments (0)
Click to create a comment
Let us find you another Essay on topic Marketing - Assessment Case Study for FREE!
Contact us:
Contact Us Now
FREE Mobile Apps:
  • About StudentShare
  • Testimonials
  • FAQ
  • Blog
  • Free Essays
  • New Essays
  • Essays
  • The Newest Essay Topics
Join us:
Contact Us