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EsliteEslite BookstoreBookstore
Group 6Group 6496702555 496702555 企四乙 劉愛美 企四乙 劉愛美 AmyAmy 596201201596201201 英四甲 楊正宇 英四甲 楊正宇
BrandenBranden
497703544 497703544 企四丙 陳思銘 企四丙 陳思銘 Alex 599061030 Alex 599061030 英二甲 王姵文 英二甲 王姵文 PattyPatty
498751641498751641 金企三甲 何嘉雯 金企三甲 何嘉雯 TammyTammy
498022208 498022208 歷史三乙 朱嘉君 歷史三乙 朱嘉君 JaneJane
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Introduction
Strategic Analysis
Competitors Comparison
Proposed Marketing Strategy
Slogan
Page 3
Company’s Background
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About -About - EsliteEslite BookstoreBookstore (誠品書(誠品書局)局)
Established in 1989 by Wu Qing You( 吳清友 )
First Eslite bookstore - Dunhua South Road - focused on art and humanities
53 branches, 2 children's bookstore, 2 stationery store and 5 music stores
About
S.A.
C.C
Proposed M.S
Slogan
Page 5
Company’s MissionCompany’s Mission
To popularize reading
Stimulate creativity
Deepen roots of culture
To promote intelligence(heart/soul)
About
S.A.
C.C
Proposed M.S
Slogan
Page 6
Strategic Analysis
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Weakness
SWOTSWOT- Brand
- Outstanding and excellent reading (consumer) space
- Local system is suitable for economic innovation
- Economies of scale - Wide variety of books - Establishment of online purchase service
- Consumers usually "read books" in the stores,but they usually don't "buy" -Internet failure
Stre
ngth
Stre
ngth
Weakness
Weakness
About
S.A.
C.C
Proposed M.S
Slogan
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SWOTSWOT
Threats
- High (huge) acceptance for new types (pattern, mode) of book stores
- Requires a more clear positioning in "entertainment" and "shopping“- Aristocracy- Wide use of e-books
Opp
ortu
nity
Threats
About
S.A.
C.C
Proposed M.S
Slogan
Page 9
Competitors Comparison
Present
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Comparison Between CompetitorsComparison Between Competitors
EsliteKingston
eCaveboo
kStepping
stone
Stores 36 71 27 11
Locations
Commercial district
Around campus
In and around campus
Around campus
Main customer base
Customers with strong purchasing
power
StudentsStudents, Teachers
Students, general public
Online stores Yes Yes Yes No
About
S.A.
C.C
Proposed M.S
Slogan
Page 11
Marketing failuresMarketing failures
November 2005
May 2009
About
S.A.
C.C
Proposed M.S
Slogan
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Proposed Marketing Strategy
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Proposed Marketing StrategyProposed Marketing Strategy
Special bookcase
About
S.A.
C.C
Proposed M.S
Slogan
Page 14
Proposed Marketing StrategyProposed Marketing Strategy
On the go bookshop
About
S.A.
C.C
Proposed M.S
Slogan
Page 16
SloganSlogan
Eslite bookstore are
Not Replicated Not Replicated ChainChain
- each Eslite bookstore in different regions have their local characteristics
About
S.A.
C.C
Proposed M.S
Slogan
Page 17
Eslite bookstore- Dun NanEslite bookstore- Dun Nan
About
S.A.
C.C
Proposed M.S
Slogan
Page 18
Eslite Bookstore – Xin YiEslite Bookstore – Xin Yi
About
S.A.
C.C
Proposed M.S
Slogan
Page 20
Reference
Eslite - http://www.eslite.com/
Wikipedia - http://en.wikipedia.org/wiki/Eslite_Bookstore
CRJ English - http://english.cri.cn/6566/2009/02/23/1881s456918.htm
Trazzler - http://www.trazzler.com/trips/eslite-bookstore-
taipei-s-xinyi-district-in-taipei-city-taiwan-tw
Taipei life - http://www.taipeilife.com/index.php?
page=showpage&pageid=57