Submitted by: Submitted by Ishang
Views: 33
Words: 7912
Pages: 32
Category: Other Topics
Date Submitted: 03/16/2015 01:54 AM
I. EXECUTIVE SUMMARY
Orchids is one of the leading bookstores here in Pampanga. It aims to offer its customers a complete set of product lines at very affordable prices. This year marks the 30th anniversary of Orchids bookstore in the business industry. This shows that Orchids has already established a name for its self and proves that the owners of the bookstore know how to run a business well. However, no matter how long a business has been running in the industry, there will always be inevitable flaws and problems that will be encountered along the way. The researchers constructed and designed a marketing plan that can help the owners of Orchids Bookstore to not only achieve their goals for their business but also improve their marketing strategies. The research team came up with the idea of improving Orchids Bookstore in terms of the packaging and pricing of Orchids’ products. The team also thought of ideas on how to promote Orchids bookstore with the help of sales agents and the internet. Organizing the retail spaces and renovating the main branch will also make Orchids a more appealing store for consumers.
TABLE OF CONTENTS | PAGE |
I. Executive Summary | 1 |
II. Company Overview | 3 |
III. Current Marketing Situation | 3 |
A. Market Description | 3 |
B. Product Review | 4 |
C. Competitive Review | 5 |
D. Channels and Logistics Review | 13 |
E. SWOT Analysis | 14 |
IV. Objectives and Issues | 15 |
V. Marketing Strategy | 16 |
A. Positioning | 16 |
B. Product Strategy | 17 |
C. Pricing Strategy | 18 |
D. Distribution Strategy | 21 |
E. Marketing Communications Strategy | 23 |
VI. Actions Programs | 27 |
II. COMPANY OVERVIEW
Orchids Bookstore started in 1983 but was just officially registered as a business entity in 1984. It was founded by Mr. Emmanuel (Manny) So, together with his cousin Remigio Nepomuceno. The name of the bookstore came from...