Harlequin's Essay

1284 words - 6 pages

The main core competence of Harlequin is the fact that it offers escape and entertainment for a distinct target audience of women, with a cheap monthly book. Paperback could be chosen from a variety of series under the Harlequin umbrella.

Examine a)Product Line, b)Pricing, c)Distribution, d)Marketing,
e)Consumer f) Competition
The product line revolved around romance fiction series and has a mass variety of titles. This creates the ability to target specific audience who could identify with one of the heros of the 12 titles that were published. Each book had a shelf life of one month, ...view middle of the document...

The rapid and unpredicted growth of “best-sellers” books eroded Harlequin market share of the paperback market. The company was also fearful that Harlequin image as the innovator and leader series romance category is eroding in the eyes of retailers and consumers.

In the UK, Holland, Scandinavia, Spain and Poland Harlequin was established with wholly owned subsidiaries. However, in Germany, France, Greece, Italy, and Hungary the company established presence through joint ventures. Harlequin also licensed its materials for local publishers in return for royalties in Denmark and Iceland.
In order to establish larger presence in Europe subsidiaries and joint ventures had linguistic rights in which they had the rights to sell the materials to all countries speaking that specific language.

Due to the ability of a joint venture to sell materials in the specific language to territories who speak the same language. The German joint venture of Harlequin increased its printing capacity of the books which were available through East Germany within four months of the collapse of the Berlin Wall.

Examine a)Management, b)Product Line, c)Pricing, d)Distribution,
e)Marketing, f) Consumer g) Competition h) Brand Name
Harlequin used Arlekin in Poland which was the largest foreign book publisher in Poland, as beside the size the company also looked for an established and capable local manger, Arlekin new managing director Kowalewska was fitting this description
The original product line for Poland was chosen not by Arlekin which had the most intimate relations and knowledge of the local market, but by Harlequin editors in New York and Toronto who chose representative selections form the Harlequin catalogue which were classical and successful.
The introductory price was set at 15,000 zlotys that it could still qualify as an impulse purchase but still position Harlequin as a quality leader in its the romance fiction market. However promotion resulted in a retail a lower retail price of 10,000 zlotys that could have helped to penetrate the Polish market in a more efficient way with lower price than most competitor products. Although prices were going up in the inflationary Polish economy, Harlequin tried to hold its price in order to create customer loyalty.
Until September 1992 Harlequin relied on the former state controlled magazine and press distribution channel by Ruch and the largest book distribution channel which was dominated by Skladnica Ksiegarska. Later Arlekin started to sell their products also to independent distributors and directly to the largest Polish bookstore chain. Arlekin also customized its distribution...

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