PRINCIPLES OF MARKETING
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You are currently working as a Marketing Manager for a publishing company. The geographic spread of your company’s sales is within Malaysia. Your company’s sales have slumped over the past year.
The Managing Director of your company has asked you to write a report outlining how you can stimulate sales within Malaysia. This is consistent with a statement by the Malaysian Book Publishers Association (MABOPA) on the state of the overall publishing industry.
Your report should state your objectives clearly, and investigate:
a. Your company’s portfolio of books by product category and the target markets.
b. The consumers’ reading habits, and their decision making process.
c. Your company’s competitiveness using Porter’s Five Forces Analysis.
d. The current trends in the Malaysian publishing industry and the challenges the industry faces as a whole.
e. You should also address whether your company should venture overseas, and what issues it may face.
You are encouraged to pick a real publishing company for this report. Your report must be very specific. You may make assumptions where necessary, provided that they are backed up with justifications.
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