Case

Cathrine Afriyani

1101002006

September 18, 2013

Case 2.1

1. 1)Describe the strategy and tactics of EBI as of 1990. Describe the strategy and tactics of EBI as of 1990.

Jawab:Answers:

Pada tahun 1989, EBI mulai melangkah lebih jauh lagi memasuki dunia elektronik dengan menerbitkan Compton encyclopedia dalam bentuk CD. In 1989, EBI published Compton's encyclopedia on CD. Sebelumnya, EBI hanya menawarkan produk versi elektronik atau digitalnya kepada para pengguna bisnis Lexis-nexis untuk melakukan kerjasama pelayanan perbaikan informasi, serta menolak untuk menawarkan produknya kepada pengguna non bisnis seperti sekolah, perpustakaan, dan para pemakai dengan kepentingan individu. Previously, EBI only offer electronic or digital version of the product to business users Lexis-Nexis to cooperate in the improvement of information services. But now, EBI has main targets schools and libraries. EBI directly talk to all their targets and influenced them to invest in the Encyclopedia Britannica. By that strategy, EBI increasing their sales by 650 million dollars. All of their targets believe that they got a lot of advantage by providing encyclopedia for their children. Finally EBI got a good brand image.

Kunci utama dari point penjualannya yaitu adanya cap atau stempel khusus yang melekat pada EBI yang menaikkan nilai jual produk.A A

2. Why was EBI's business model so successful for more than 200 years?Why EBI's business model was so successful for More Than 200 years?

Jawab:Answer:

Because EBI’s brand image as the source of knowledge has been famous in the market. Also EBI recruited notable scientists and scholars like Thomas maltus , Sigmund freund and Marie Curie to contribute. EBI hired a permanent editorial staff and founder of renowned ad agency as publisher and board chairman. With the advancement in time and technology it provided the update and new ideas to fulfil the needs of the society.

3. How vulnerable was this model in the early...