Doyley’s bookstore has been successfully operating and selling books to the area for 25 years. Since 2010, sales have been declining due to the growth in E‐Books and online bookstores such as Amazon and Google. In 2014 Doyley’s bookstore actually made a loss for the year. All other bookstores in the area have closed down.
Mark is the owner of Doyley’s bookstore and has decided that he has to diversify his business in order to survive. He plans to make his bookstore have a café section and hire a well‐known and respected barista to run this part of his business. Mark has also planned to invest in some I‐pads so people can read E‐Books in his café. Mark has asked you to write a marketing report to help his business become successful again.
Situational analysis-
Strengths- Doyleys’ bookstore has several strengths within the business to maintain its position. Examples of this being recognized, Has a good geographical location and having a loyal customer base has allowed Doyley’s bookstore satisfyingly running for 25 years and still growing.
Weakness- Doyleys’ bookstore has noticeable weaknesses caused sales to decline and failures in the business. Doyley’s has failed to reconcile and become aware of the new technologies such as E-books and online bookstores that have made their financial status not improve.
Opportunities- A good opportunity is to open up a social part of the bookstore. Such as mark plans by establishing a café section with a well-known and respected barista will attract new customers. This would increase sales and promote the store.
Threats- The main threat is the
