EsliteEslite BookstoreBookstore

Group 6Group 6496702555 496702555 企四乙 劉愛美 企四乙 劉愛美 AmyAmy 596201201596201201 英四甲 楊正宇 英四甲 楊正宇

BrandenBranden

497703544 497703544 企四丙 陳思銘 企四丙 陳思銘 Alex 599061030 Alex 599061030 英二甲 王姵文 英二甲 王姵文 PattyPatty

498751641498751641 金企三甲 何嘉雯 金企三甲 何嘉雯 TammyTammy

498022208 498022208 歷史三乙 朱嘉君 歷史三乙 朱嘉君 JaneJane

Introduction

Strategic Analysis

Competitors Comparison

Proposed Marketing Strategy

Slogan

Company’s Background

About -About - EsliteEslite BookstoreBookstore （誠品書（誠品書局）局）

Established in 1989 by Wu Qing You( 吳清友 )

First Eslite bookstore - Dunhua South Road - focused on art and humanities

53 branches, 2 children's bookstore, 2 stationery store and 5 music stores

About

S.A.

C.C

Proposed M.S

Slogan

Company’s MissionCompany’s Mission

To popularize reading

Stimulate creativity

Deepen roots of culture

To promote intelligence(heart/soul)

About

S.A.

C.C

Proposed M.S

Slogan

Strategic Analysis

Weakness

SWOTSWOT- Brand

- Outstanding and excellent reading (consumer) space

- Local system is suitable for economic innovation

- Economies of scale - Wide variety of books - Establishment of online purchase service

- Consumers usually "read books" in the stores,but they usually don't "buy" -Internet failure

Stre

ngth

Stre

ngth

Weakness

Weakness

About

S.A.

C.C

Proposed M.S

Slogan

SWOTSWOT

Threats

- High (huge) acceptance for new types (pattern, mode) of book stores

- Requires a more clear positioning in "entertainment" and "shopping“- Aristocracy- Wide use of e-books

Opp

ortu

nity

Threats

About

S.A.

C.C

Proposed M.S

Slogan

Competitors Comparison

Present

Comparison Between CompetitorsComparison Between Competitors

EsliteKingston

eCaveboo

kStepping

stone

Stores 36 71 27 11

Locations

Commercial district

Around campus

In and around campus

Around campus

Main customer base

Customers with strong purchasing

power

StudentsStudents, Teachers

Students, general public

Online stores Yes Yes Yes No

About

S.A.

C.C

Proposed M.S

Slogan

Marketing failuresMarketing failures

November 2005

May 2009

About

S.A.

C.C

Proposed M.S

Slogan

Proposed Marketing Strategy

Proposed Marketing StrategyProposed Marketing Strategy

Special bookcase

About

S.A.

C.C

Proposed M.S

Slogan

Proposed Marketing StrategyProposed Marketing Strategy

On the go bookshop

About

S.A.

C.C

Proposed M.S

Slogan

Slogan

SloganSlogan

Eslite bookstore are

Not Replicated Not Replicated ChainChain

- each Eslite bookstore in different regions have their local characteristics

About

S.A.

C.C

Proposed M.S

Slogan

Eslite bookstore- Dun NanEslite bookstore- Dun Nan

About

S.A.

C.C

Proposed M.S

Slogan

Eslite Bookstore – Xin YiEslite Bookstore – Xin Yi

About

S.A.

C.C

Proposed M.S

Slogan

Reference

Eslite - http://www.eslite.com/

Wikipedia - http://en.wikipedia.org/wiki/Eslite_Bookstore

CRJ English - http://english.cri.cn/6566/2009/02/23/1881s456918.htm

Trazzler - http://www.trazzler.com/trips/eslite-bookstore-

taipei-s-xinyi-district-in-taipei-city-taiwan-tw

Taipei life - http://www.taipeilife.com/index.php?

page=showpage&pageid=57