BOOK READING

BEHAVIOUR

CASE STUDY:

EDITURA MIX S.R.L. BRAŞOV

[PUBLISHING HOUSE]

STUDENT:

CIOBOTARU PETRUŢA-ELENA

LEADING PROFESSOR:

PHD LECTURER TECĂU ALINA

TABLE OF CONTENTS

1. BOOK READING BEHAVIOUR – Current State of Knowledge

2. SC. EDITURA MIX S.R.L. – Introducing the Publishing House

3. READER’S PROFILE – Case study: EDITURA MIX S.R.L.

4. MARKETING RESEARCH – On Publishing House’s image among

customers

5. SUMMARY OF CONCLUSIONS AND RECOMMENDATIONS

ROMANIAN BOOK MARKET

38%

34%

23%

13% 12%

8% 8% 8%

0%

5%

10%

15%

20%

25%

30%

35%

40%

Business Literature Kids Gastronomy Health Poetry Gardening Biograhy

Base: urban population between 18-40 years

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:

0

100000

200000

300000

400000

500000

600000

700000

RON

2000 2001 2002 2003 2004

Anul

Turnover

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

THE STAGES OF

BOOK PUBLISING

SWOT ANALYSIS

Internal analysis External analysis

Strengths:

Product distribution system

Personnel qualification level

Customer service

Marketing activity

Average age of personnel

Opportunities:

Apparition of the digital book

Apparition of virtual library

Changes in the Traditional

Distribution Systems

Increasing number of

professional trainings for

employees

Weaknesses:

Organizational structure

Product Line Length

Company image among

customers

Internal organization

Threats:

Television's impact on reading

Low purchasing power of

young people

Powerful competitors

Low reading level

ROMANIAN READER’S PROFILE

YOUNG INTELLECTUAL

HIGH ASPIRATIONS

FUTURE - ORIENTED

URBAN

RESIDENCE

NON- READER

MAN

OVER 50 YEARS OLD

SMALL INCOMES

WORKER

SECONDARY EDUCATION

RURAL RESIDENCE

NON-READER’S PROFILE

EDITURA MIX BRAŞOV

READER’S PROFILE

WOMEN

HIGHER

EDUCATION

YOUNG

SMALL

INCOMES

INTERNET

USER

CINEMA

ATTENDANT

0

10

20

30

40

50

60

70

Nici acord nici

dezacord

Acord Acord total

MARKETING RESEARCH 16. What is your opinion on the following statement:

« Companies selling products via the Internet, should give their

customers the opportunity of paying the ordered goods, through the

online payment system»

6,7 %

28,9 %

64,4 %

Agree Strongly agree

Neutral

MARKETING RESEARCH

18. How do you find the postage fees?

____ ___ ________ ____ ____

very low moderate high very

low high

0

10

20

30

40

50

60

70

Asa si asa Ridicat Foarte ridicat

22,2%

15,6 %

62,2%

Moderate High Very high

MARKETING RESEARCH 26. In my opinion, Editura Mix is:

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

audience

5 4

3 2 1 Distant from

the audience

53,7 %

80,6 %

64,2 %

64,2 % 64,2 %

CONCLUSIONS OF THE RESEARCH

71.6% RESPONDENTS, SATISFIED WITH EDITURA MIX'S BOOKS SUPPLY IN

LOCAL 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 BY

EDITURA MIX BRASOV

57,6 % HAVE NOT PARTICIPATED TO EDITURA MIX’S OPENING DOORS EVENT

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 SMALL

TOWNS HAS SEVERELY DECREASED.

THE LACK OF PUBLIC FUNDS HAS GENERATED THE DECREASE OF AVAILABLE

BOOKS IN LIBRARIES

TELEVISION: FACTOR OF DISCOURAGEMENT OF READING HABITS

HOWEVER, COMPETITION IN BOOK PUBLISHING IS ON A INCREASING TREND

RECOMMENDATIONS

CONCEPTION OF AN EFFICIENT ORGANIZATION CHART

ORGANIZING A PROMOTIONAL CAMPAIGN, AMONG NON-CONSUMERS

INTRODUCING AN ONLINE PAYMENT SYSTEM, FOR THE BOOKS SOLD

THROUGH THE INTERNET

REDESIGN OF TRADITIONAL DISTRIBUTION SYSTEM, IN ORDER TO

REDUCE POSTAGE FEES

THANK YOU!