BOOK READING   BEHAVIOUR   CASE STUDY:EDITURA MIX S.R.L.      BRAŞOV    [PUBLISHING HOUSE]LEADING PROFESSOR:         STUDE...
TABLE OF CONTENTS1.   BOOK READING BEHAVIOUR – Current State of Knowledge2.   SC. EDITURA MIX S.R.L. – Introducing the Pub...
ROMANIAN BOOK MARKETTHE BOOK MARKET IN ROMANIA - CURRENT SITUATIONTOP RATED TYPES OF BOOKS PURCHASED:                   ...
EDITURA MIX BRAŞOV [PUBLISHING HOUSE]  BUSINESS CARD  AVERAGE NUMBER OF EMPLOYEES: 8  TURNOVER EVOLUTION:      700000  ...
THE STAGES OFBOOK PUBLISINGDECIDING ON BOOK PUBLISHINGBUYING COPYRIGHTEVENTUAL TRANSLATION AND TYPINGCOMPILING THE SIT...
SWOT ANALYSISInternal analysis                External analysisStrengths:                       Opportunities:Product dis...
ROMANIAN READER’S PROFILE      YOUNG                       INTELLECTUALHIGH ASPIRATIONS          URBAN        RESIDENCE   ...
NON-READER’S PROFILE                MAN     RURAL               OVER 50   RESIDENCE            YEARS OLD                NO...
EDITURA MIX BRAŞOV           READER’S PROFILE SMALL                         WOMENINCOMES              YOUNG INTERNET      ...
MARKETING RESEARCH16. What is your opinion on the following statement:« Companies selling products via the Internet, shoul...
MARKETING RESEARCH18. How do you find the postage fees?     ____    ___      ________      ____     ____     very    low  ...
MARKETING RESEARCH26. In my opinion, Editura Mix is:  64,2 %                                               80,6 %    Featu...
CONCLUSIONS OF THE RESEARCH71.6% RESPONDENTS, SATISFIED WITH EDITURA MIXS BOOKS SUPPLY INLOCAL BOOKSTORES.73,3 % RESPOND...
THESIS CONCLUSIONSMORE THAN HALF OF THE ROMANIAN POPULATION DOES NOT READ AT ALLBOOK CONSUMER NEEDS ARE INCREASINGLY DIF...
RECOMMENDATIONSCONCEPTION OF AN EFFICIENT ORGANIZATION CHARTORGANIZING A PROMOTIONAL CAMPAIGN, AMONG NON-CONSUMERSINTRO...
THANK YOU!
Upcoming SlideShare
Loading in …5
×

BACHELOR THESIS

301 views

Published on

Book Reading Behaviour - Case study: EDITURA MIX SRL Brasov

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
301
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
3
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

BACHELOR THESIS

  1. 1. BOOK READING BEHAVIOUR CASE STUDY:EDITURA MIX S.R.L. BRAŞOV [PUBLISHING HOUSE]LEADING PROFESSOR: STUDENT:PHD LECTURER TECĂU ALINA CIOBOTARU PETRUŢA-ELENA
  2. 2. TABLE OF CONTENTS1. BOOK READING BEHAVIOUR – Current State of Knowledge2. SC. EDITURA MIX S.R.L. – Introducing the Publishing House3. READER’S PROFILE – Case study: EDITURA MIX S.R.L.4. MARKETING RESEARCH – On Publishing House’s image among customers5. SUMMARY OF CONCLUSIONS AND RECOMMENDATIONS
  3. 3. ROMANIAN BOOK MARKETTHE BOOK MARKET IN ROMANIA - CURRENT SITUATIONTOP RATED TYPES OF BOOKS PURCHASED: Base: urban population between 18-40 years 40% 38% 34% 35% 30% 25% 23% 20% 15% 13% 12% 10% 8% 8% 8% 5% 0% Business Literature Kids Gastronomy Health Poetry Gardening Biograhy
  4. 4. EDITURA MIX BRAŞOV [PUBLISHING HOUSE] BUSINESS CARD AVERAGE NUMBER OF EMPLOYEES: 8 TURNOVER EVOLUTION: 700000 600000 500000 400000RON 300000 200000 100000 0 2000 2001 2002 2003 2004 Anul Turnover
  5. 5. THE STAGES OFBOOK PUBLISINGDECIDING ON BOOK PUBLISHINGBUYING COPYRIGHTEVENTUAL TRANSLATION AND TYPINGCOMPILING THE SITUATIONAL ANALYSISPROPOSING THE PRICEESTABLISHING THE TARGET MARKETDESIGNING MARKETING STRATEGYPROMOTING THE PRODUCTENSURING BOOK DISTRIBUTION
  6. 6. SWOT ANALYSISInternal analysis External analysisStrengths: Opportunities:Product distribution system Apparition of the digital bookPersonnel qualification level Apparition of virtual libraryCustomer service Changes in the TraditionalMarketing activity Distribution SystemsAverage age of personnel Increasing number of professional trainings for employeesWeaknesses: Threats:Organizational structure Televisions impact on readingProduct Line Length Low purchasing power ofCompany image among young peoplecustomers Powerful competitorsInternal organization Low reading level
  7. 7. ROMANIAN READER’S PROFILE YOUNG INTELLECTUALHIGH ASPIRATIONS URBAN RESIDENCE FUTURE - ORIENTED
  8. 8. NON-READER’S PROFILE MAN RURAL OVER 50 RESIDENCE YEARS OLD NON- READER SECONDARY SMALL EDUCATION INCOMES WORKER
  9. 9. EDITURA MIX BRAŞOV READER’S PROFILE SMALL WOMENINCOMES YOUNG INTERNET HIGHER USER EDUCATION CINEMA ATTENDANT
  10. 10. MARKETING RESEARCH16. What is your opinion on the following statement:« Companies selling products via the Internet, should give theircustomers the opportunity of paying the ordered goods, through theonline payment system» 64,4 % 70 60 50 40 28,9 % 30 20 6,7 % 10 0 Nici acord nici Acord Acord total dezacord Agree Strongly agree Neutral
  11. 11. MARKETING RESEARCH18. How do you find the postage fees? ____ ___ ________ ____ ____ very low moderate high very low high70 62,2%605040 22,2%30 15,6 %2010 0 Asa si asa Ridicat Foarte ridicat Moderate High Very high
  12. 12. MARKETING RESEARCH26. In my opinion, Editura Mix is: 64,2 % 80,6 % Features Very Sufficiently Netral Sufficiently Very Features Known 5 4 3 2 1 Unknown Active 5 4 3 2 1 Inactive Modern 5 4 3 2 1 Dusty Correct 5 4 3 2 1 Incorrect Close to the 5 4 3 2 1 Distant from audience the audience 53,7 % 64,2 % 64,2 %
  13. 13. CONCLUSIONS OF THE RESEARCH71.6% RESPONDENTS, SATISFIED WITH EDITURA MIXS BOOKS SUPPLY INLOCAL BOOKSTORES.73,3 % RESPONDENTS, SATISFIED WITH EDITURA MIX’S HOME DELIVERY83,6 % RESPONDENTS, GENERALLY SATISFIED WITH EDITURA MIX’S BOOKS’LEVEL OF QUALITY56,7 % CONSUMERS, PARTICIPE IN BOOK LAUNCH EVENTS, ORGANIZED BYEDITURA MIX BRASOV57,6 % HAVE NOT PARTICIPATED TO EDITURA MIX’S OPENING DOORS EVENT
  14. 14. THESIS CONCLUSIONSMORE THAN HALF OF THE ROMANIAN POPULATION DOES NOT READ AT ALLBOOK CONSUMER NEEDS ARE INCREASINGLY DIFFERENTIATED.THE NUMBER OF BOOKSTORES AND LIBRARIES IN RURAL AREAS AND SMALLTOWNS HAS SEVERELY DECREASED.THE LACK OF PUBLIC FUNDS HAS GENERATED THE DECREASE OF AVAILABLEBOOKS IN LIBRARIESTELEVISION: FACTOR OF DISCOURAGEMENT OF READING HABITSHOWEVER, COMPETITION IN BOOK PUBLISHING IS ON A INCREASING TREND
  15. 15. RECOMMENDATIONSCONCEPTION OF AN EFFICIENT ORGANIZATION CHARTORGANIZING A PROMOTIONAL CAMPAIGN, AMONG NON-CONSUMERSINTRODUCING AN ONLINE PAYMENT SYSTEM, FOR THE BOOKS SOLDTHROUGH THE INTERNETREDESIGN OF TRADITIONAL DISTRIBUTION SYSTEM, IN ORDER TOREDUCE POSTAGE FEES
  16. 16. THANK YOU!

×