Download - BACHELOR THESIS
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!