In seven pages a small bookstore is the focus of this examination of how a small business can develop a marketing campaign that will allow it to effectively compete with larger corporate entities. Five sources are listed in the bibliography.
Name of Research Paper File: TS14_TEbooksh.rtf
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survival and success of any business. This is true regardless of whether it is a all business selling direct to the consumer, or on a business to business basis. In
todays market place we are faced with increasing competition from large and small stores alike, and as a result the smaller stores that do not have the same financial backing
need to find ways in which to compete with the bigger players in order for them to survive. If we have a
small book store where there is an annual turnover of $200,000 then this averages out at just over $3,800 a week, and with four staff as well as overheads to
pay then we need to find a way for this shop to compete with the Borders and Barnes and Noble which have great resources.
There are several ways in which this shop may compete in order to survive. The first aspect of the strategy to market the company must be seen as
examining the companies position within the marketplace. There are many aspects of an company which can be used in a marketing campaign and how the campaign is run. However, the
market position will also be an issue regarding the competitive advantage that may be utilised in any marketing campaign. The advantage may be seen as in the resources and core
competencies of the business as well as the current and desired position of the company in the market place. For example Barnes and Noble has a huge advantage due to
its number one position. The position a company adopts will depend on the make upon the market and their own capabilities within that market. Not all organisations will want to
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