INDIVIDUAL ASSIGNMENT – Scenario A
Over 3.1 million e-reader devices were sold in the run up to Christmas 2013. Sales in the UK were expected to grow even more in 2014. However, although E-books currently represent 6.1 % of the total book market in the UK, equivalent to £543m of the UK’s £8.9 billion book industry, sales appear to be declining.
In 2015 the market share was forecast to grow to 10%, with consumers expected to purchase 201.6 million e-books over the next three years but it only reached 9%. However, UK readers are spending more on paperbacks than e-books!
With consumer appetite for e-books decreasing, Waterstone’s – a multiple bookshop chain – is keen to better understand the reasons for this change and also what type of products and/or services (both online and offline) it should now make available.
[Source: Business Week 2011 adapt & Lynch / Gizmodo 2015]
Question:
Suppose you have been commissioned as a marketing research consultant to Waterstone’s to advise them how to focus their new product / service development plans: OUTLINE YOUR MARKETING RESEARCH OBJECTIVES
