Case Study: Random House

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Random House

Random House continuously expanded and strengthened its market position by acquiring more publishers. They also invested in developing e-books, which is growing and has a lot of potential to capitalize on. After merging with Penguin, which strengthens their business in the future even more.
Random has to build off of their competitive advantages of the distribution of printed books, and bring those advantages to digital books. They have a very strong connection with their customers, but it’s more difficult to do that when you don’t have face to face interactions. Random House can provide newsletters or e-mails to connect with their consumers. With everything moving towards digital, this would be a good way to stay connected and make the consumers’ experiences feel more personal. Depending on their buying trends, they can suggest different books or also give them updates on what new books are becoming available.
With digital technology, authors have the ability to publish their books digitally. Random House is going to need to make better decisions on which books to publish. When they do publish the books, they are going to need to do a more efficient job to market their books, because the sales of physical books are decreasing.
To compete with different publishers, Random House will need to enhance their digital books. They can have more features in their digital copies that you can’t have with a physical book. Features such as more author history or

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