Essay Encyclopedia Britannica: Marketing Analysis-Term Case Report

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Encyclopedia Britannica: Marketing Analysis-Term Case Report

Table of Contents

I. Executive Summary II. History of the Company’s digital/internet era III. Competition IV. Analysis V. Recommendations

I. Executive Summary:
Encyclopedia Britannica is one of the oldest, well known brands in the world. The Encyclopedia Britannica was first published in 1768. Encyclopedia Britannica was the leader in the Encyclopedia industry for over 200 years and established a strong hold in the marketplace for its encyclopedias world-wide. The information industry struck Encyclopedia Britannica hard in the early 1990’s and Encyclopedia Britannica struggled to develop its own niche within this new marketplace
The company got …show more content…
Citizendium
Citizendium was created in September 2006 by Wikipedia co-founder Larry Sanger. Citizendium is different from Wikipedia because that requires contributors to utilize their real names and strictly moderates content. Citizendium currently has 14,018 articles on its website. Citizendium’s goal is to have a more reliable and trusted source of information than Wikipedia.

IV. Analysis

1. New Entrants --: Citizendium is the newest competitor for Encyclopedia Britannica. Citizendium is a smaller company in the market that is similar to what Encyclopedia Britannica is doing. Citizendium could be the biggest threat to Encyclopedia Britannica if they can provide trustworthy, factual information to their users for free. This would differeintate Citizendium from Wikepedia by offering a more trstworht

2. Consumers --: In today’s world, buyers have many other options or choices , they can choose from cheaper to expensive brands of vodkas from different manufacturers and new entrants, therefore it has become difficult to hold on to the consumers in a particular market and maintain consumer loyalty. Grey Goose has a strong hold on the premium vodka market. Absolut is a premium vodka, but their Absolut picture advertising doesn’t focus on the premium element. This advertising is much more of a hodgepodge approach that appeals to a multitude of audiences. The problem with this is that the younger audience cannot afford typically to
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