Mangako

Mangako

[pic]

The first manga magazine in the Dutch market

A feasibility research by Jody van der Berg

Student number: 085678912

1st Supervisor: K.J.V.G. Nielsen

2nd Supervisor: A.D.P. Nielsen-de Vries

Rotterdam Business School

2009-2010

Table of contents

Introduction 6

Personal motivation 6

Background of the topic 6

Chapter 1: Case introduction 7

1.1 Introduction case 7

1.1.1 Manga 7

1.1.2 The business idea: Mangako 8

1.2 Problem definition 9

1.2.1 Ishikawa diagram 9

1.3 Thesis objectives 11

1.3.1 Constraints 11

1.4 Research questions 11

1.5 Chapter’s summary 12

Chapter 2: Literature review 13

Introduction 13

2.1 Strategic position 15

2.1.1 Value network (Stabell & Fjeldstad, 1998) 15

2.1.2 Model of D&W (Day & Wensley, 1988) 17

2.1.3 DESTEP (Alsem, 2005) 19

2.1.4 Five forces model (Porter, 1980) 27

2.1.5 Product life cycle (Levitt, 1965) 32

2.1.6 Weighted factor score method (Alsem, 2005) 35

2.1.7 Four levels of competition (Lehmann & Winer, 1991) 35

2.1.8 Competitor identification methods (Alsem, 2005) 36

2.1.9 Perceptual mapping (Alsem, 2005) 39

2.1.10 BCG-matrix (Boston Consulting Group, 1970) 41

2.1.11 Ansoff Matrix (Ansoff, 1957) 42

2.1.12 Segmentation approach (Alsem, 2005) 43

2.1.13 Customer pyramid (Alsem, 2005) 44

2.1.14 Means-end chain (Gutman, 1982) 45

2.1.15 Levels of distribution (Alsem, 2005) 47

2.1.16 SWOT-analysis (Alsem, 2005) 50

2.2 Commercial feasibility 54

2.2.1 Break-even analysis (Hisrich, Peters, & Shepherd, 2008) 54

2.3 Strategic intent 55

2.3.1 Ansoff Matrix (Ansoff, 1957) 55

2.3.2 BCG-Matrix at product level (Boston Consulting Group, 1970) 55

2.3.3 Blue Ocean Strategy (Kim & Mauborgne, 2005) 57

2.3.4 Segmentation strategies (Alsem, 2005) 59

2.3.5 Positioning strategies (Floor & Raaij, 2006) 61

2.3.6 Brand Key Model (Rossiter & Percy, 1960s) 63

2.4 Operational plan 66

2.4.1 Marketing objectives over the PLC (Jobber & Fahy, 2009) 66

2.4.2 Value proposition: The Four C’s...