You Decide Assignment Title: E-Marketing Scenario Summary You are an e-commerce expert and you have some friends who own their own local bookstore. The husband and wife team have owned this company for 20 years and have built an amazing business that is very successful to the local community and is known to have an amazing collection of rare and exotic books. However, due to the World Wide Web, bookstores have had challenges, as Amazon and Barnes and Noble and other online companies have hurt their business. You have been hired by the owners to help craft an e-marketing strategy to improve their local sales and introduce the ability to sell their books online. You will be asked ...view middle of the document...
As you already know, I am Mary Johnson, cofounder of Book Bunker. My husband Joe and I have run this store for 20 years and we need your help. I plan to tell you all about our background and why we are special, and in a little bit my husband will fill you in on what we need. First off, as you know, we started 20 years ago in a small store in the suburbs that specialized in rare and used books. As we grew in notoriety ECOM210_W3_YouDecide_Transcript.docx
and customers, we started to expand our business. Over the past twenty years we have moved to two different locations as we grew and today we are located in the middle of downtown with a very nice sized store. We still specialize in buying and selling rare books, but we also offer mainstream novels and audio books. Simply put, you can get any book you want in our store that is offered by our major competitors, such as Barnes and Noble or Amazon, but we ALSO have the ability to find and sell rare books. We are proud of our niche. And we have found that people come from around the country to ask us about a book. I get a few international phone calls a week looking for a rare text. Simply put, we have a great reputation…but we are certain not enough people know about us. Locally we are the leading bookstore in our city…but we have seen sales dip due to people buying books online. With this in mind, Joe and I thought we needed to speak with an expert to discuss creating a website…yes, I know, we should have one already, but we don’t…and developing an e-marketing strategy to improve our local sales as well as begin selling online. I have given you some basic information about our company, now I will turn you over to Joe to talk about the specifics of our marketing needs.