WeaknessStrengthStrengthWeaknessWeakness

ThreatsOpportunityThreats

Present

EsliteKingstoneCavebookStepping stoneStores36712711LocationsCommercial districtAround campusIn and around campusAround campusMain customer baseCustomers with strong purchasing powerStudentsStudents, TeachersStudents, general publicOnline storesYesYesYesNo

November 2005May 2009

***Eslite Bookstore (traditionalChinese: ) is one of the largest bookstore chains in Taiwan. The franchise also provides one of the largest selections of English language publications in Taiwan.Eslite was established in 1989. The first shop was located in Dunhua South Road, Daan District, Taipei, with a focus and emphasis on art and humanities-related books. And also, Eslite Bookstore was the first to set up a 24-hour bookstore in Taiwan at its Dunhua store, attracting night-time readers. At midnight on January 1, 2006, Eslite's new flagship bookstore, located in Taipei's Xinyi District, opened for business. With about 8,000m of floorspace, it became the largest bookstore chain in Taiwan.Eslite has a total 53 branches, 2 children's bookstore, 2 stationery store and 5 music stores in Taiwan. Most of its target market are in cities, such as Taipei, Keelung, Yungho, Banchiao, Sanchung, Yilan, Chungli, Hsinchu, Fengyuan, Taichung, Chiayi, Tainan, Kaohsiung, and Pingtung.

***Strength : 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 Weakness Consumers usually "read books" in the stores,but they usually don't "buy" Internet failure*Chance High (huge) acceptance for new types (pattern, mode) of book stores Threat Requires a more clear positioning in "entertainment" and "shopping" Aristocracy Wide use of ebooks (popularization of ebooks)*****(Books + Related Stationery) x Discount = happy~*****