Waterstones
Marketing
Report
Students:
Joshua Arcers: 19824671
Harry Gross: 19842196
Juan Amengual Ortega: 18826837
Benjamin Shahim: 19808664
Date: 04.05.2020
Module Tutor: Madhobi Hossain
Word count: 2010
Contributions on final page
,Contents
Introduction.....................................................................................................................1
Macro-environment........................................................................................................2
Market analysis...............................................................................................................2
Micro-environment.........................................................................................................3
SWOT..............................................................................................................................3
Competitors.....................................................................................................................3
Market Strategy..............................................................................................................4
Primary Data.................................................................................................................5
Boston Consultancy Group (BSG)................................................................................5
Segmentation, Targeting, Positioning (STP)...............................................................7
Segmentation.............................................................................................................7
Targeting....................................................................................................................8
Positioning.................................................................................................................8
Marketing Mix..............................................................................................................9
Product.......................................................................................................................9
Place..........................................................................................................................9
Promotion................................................................................................................10
Conclusion.....................................................................................................................10
References......................................................................................................................11
Appendices.....................................................................................................................14
Appendix 1..................................................................................................................14
Appendix 2..................................................................................................................16
Appendix 3: Primary Data..........................................................................................17
Appendix 4..................................................................................................................18
Introduction
Waterstones is a British bookshop chain named and founded by Tim Waterstones in
1982. Since the beginning of Waterstones, the environment around them has changed
, as the world is becoming more digital and the high street is facing challenges. The
following report will examine Waterstone’s current environment, marketing strategy
and the changes the company must make to survive.
Macro-environment
The Book Retailer industry over the past decade has faced with immense competition
from external operators such as supermarkets, department stores, e-reader companies,
and online retailers. Online retailers like Amazon increase competitive pressure by
expanding their product ranges to include new and second-hand books at a cheaper
price. Also, the popularity of eBooks and audiobooks have exacerbated the popularity
of physical books (Mak,2019). The volume of books sold online is only predicted to
increase in 2019-2020. In fact, the primary data for this study shows that “5/8 people
are more likely to purchase online than go to a physical store”.
However, many book retailers have started to adopt new strategies to compete with
external threats by increasing their online presence and redesigning physical shops to
attract new customers. Waterstone needs to offer books in all forms to consumers to
satisfy their need, and to completement their busy lifestyles and behaviours.
Market analysis
Waterstones, like any other company would conduct a PESTLE analysis on a regular
basis to identify the external factors that might affect the market that they operating in.
See appendix 1 for more PESTLE analysis
Marketing
Report
Students:
Joshua Arcers: 19824671
Harry Gross: 19842196
Juan Amengual Ortega: 18826837
Benjamin Shahim: 19808664
Date: 04.05.2020
Module Tutor: Madhobi Hossain
Word count: 2010
Contributions on final page
,Contents
Introduction.....................................................................................................................1
Macro-environment........................................................................................................2
Market analysis...............................................................................................................2
Micro-environment.........................................................................................................3
SWOT..............................................................................................................................3
Competitors.....................................................................................................................3
Market Strategy..............................................................................................................4
Primary Data.................................................................................................................5
Boston Consultancy Group (BSG)................................................................................5
Segmentation, Targeting, Positioning (STP)...............................................................7
Segmentation.............................................................................................................7
Targeting....................................................................................................................8
Positioning.................................................................................................................8
Marketing Mix..............................................................................................................9
Product.......................................................................................................................9
Place..........................................................................................................................9
Promotion................................................................................................................10
Conclusion.....................................................................................................................10
References......................................................................................................................11
Appendices.....................................................................................................................14
Appendix 1..................................................................................................................14
Appendix 2..................................................................................................................16
Appendix 3: Primary Data..........................................................................................17
Appendix 4..................................................................................................................18
Introduction
Waterstones is a British bookshop chain named and founded by Tim Waterstones in
1982. Since the beginning of Waterstones, the environment around them has changed
, as the world is becoming more digital and the high street is facing challenges. The
following report will examine Waterstone’s current environment, marketing strategy
and the changes the company must make to survive.
Macro-environment
The Book Retailer industry over the past decade has faced with immense competition
from external operators such as supermarkets, department stores, e-reader companies,
and online retailers. Online retailers like Amazon increase competitive pressure by
expanding their product ranges to include new and second-hand books at a cheaper
price. Also, the popularity of eBooks and audiobooks have exacerbated the popularity
of physical books (Mak,2019). The volume of books sold online is only predicted to
increase in 2019-2020. In fact, the primary data for this study shows that “5/8 people
are more likely to purchase online than go to a physical store”.
However, many book retailers have started to adopt new strategies to compete with
external threats by increasing their online presence and redesigning physical shops to
attract new customers. Waterstone needs to offer books in all forms to consumers to
satisfy their need, and to completement their busy lifestyles and behaviours.
Market analysis
Waterstones, like any other company would conduct a PESTLE analysis on a regular
basis to identify the external factors that might affect the market that they operating in.
See appendix 1 for more PESTLE analysis
