Marketing Report: Brotherhood Books' Strategies, SWOT, and Analysis

This report provides a comprehensive marketing analysis of Brotherhood Books, a social enterprise in Australia that sells second-hand books. The analysis begins with an executive summary and table of contents, followed by an introduction to the company and its mission. The report then delves into the macro environment, using PEST analysis to examine the political, economic, social, and technological factors affecting the business. A microenvironmental analysis assesses customer needs, business performance, and competitor strategies. The report includes a detailed SWOT analysis, identifying the company's strengths, weaknesses, opportunities, and threats. It explores target market analysis and segmentation. The report also outlines both financial and non-financial objectives, as well as the company's value-based positioning, including its product, price, place, and promotion strategies. The report concludes with a discussion of the business model, key partners and references.

Running head: MARKETING
Marketing
Name of the Student:
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Executive summary
This report deals with the Brotherhood Book, which is a second hand book publisher and
associated with social work in Australia. Macro and micro environment analysis over this
organization reveals its internal and external environment. Therefore it has been received that
this organization has a good inventory of trade books that are essential for the business owner to
get an idea over their business and they also develop business strategy by using such books.
SWOT, PEST and variables of such organizations are analyzed in this section. Financial and
non-financial business objectives ensure the organizational goal. Therefore, value based
positioning includes price, place, product and promotion of such business

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Table of Contents
Introduction......................................................................................................................................3
Macro Environment: Pest Analysis.................................................................................................3
Micro environmental analysis..........................................................................................................5
Business performance......................................................................................................................7
SWOT Analysis...............................................................................................................................7
Target Market Analysis and Segmentation....................................................................................10
Objectives: Financial and Non Financial.......................................................................................11
Value based positioning.................................................................................................................12
Product...........................................................................................................................................12
Price...............................................................................................................................................13
Place...............................................................................................................................................13
Promotion......................................................................................................................................13
The Business Model and Partners..................................................................................................14
Conclusion.....................................................................................................................................15
References......................................................................................................................................16

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Introduction
Marketing is a method of promoting the business or selling the products in the customer
domain. However, marketing related social activities is a crucial approach to supporting people
in with special needs (Parry and Kawakami 2017). This study deals with the marketing strategies
of Brotherhood Books that is situated in the Australia. Brotherhood Books is a well known
Australian organization that sales second handed books that are donated in the social enterprises.
This organization aims to promote the high quality of books. However, this organization
provides books to the customers in order to solve their different issues and money that is
generated from the selling of the book is distributed by such organization to resolve various
issues within the community. Hence, this organization is associated with the social work by
taking different marketing strategies. This recent paper deals with the macro and micro
environmental analysis of Brother Books and their marketing strategies will be addressed in this
report.
Macro Environment: Pest Analysis
The macroeconomic environment deals with a quick analysis of the political, economic,
social, and technological aspects of the environment provided to book selling industry for its
operation. Thus, the PEST analysis of Brotherhood Books mentioned below:
Political
There is a GST imposition on the purchase of consumer goods from overseas. Books
purchased from overseas store not subjected to the Australian Goods and Service Tax. Therefore,

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overseas firm charges 10% less for similar items (Aharony 2012). Then there is parallel
importation where he Australian booksellers allowed making bulk purchases from rights holders
of Australia and not making cheaper purchases from overseas supplier. This in a way hampers
increasing the price of the products available locally thereby affecting the overall
competitiveness of the stores in Australia compared to the overseas store online.
Economic:
Thus for the past five years the economic climate has not been favorable for the print
book selling industry in Australia. Such unfavorable conditions characterized by instability in
global markets, weaker economic conditions prevailing globally, fall in the consumer confidence
and lesser spending. During this time, the luxury of reading books was taking over by other
means of entertainment and media options (Gould 2013). Books made available through less
expensive means through local library or illegal version through online. The Australian dollar
also remained strong that enabled customer to make purchase from stores online. The lesser
spending on books led to a price cut for capturing market share thereby resulting in poor
economic performance.
Social:
Although it is an individual pursuit but book reading can also be an activity perceived
socially amongst people having shared interest. However from the perspective of demographics,
the population of Australia is booming and there has been an increase in a significant number of
baby boomers entering the retirement phase (Reed 2013). Moreover, due to the access to
superannuation compulsorily the retirees are therefore more financially independent. This

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implies that with extra leisure time in hand there will be an increase in demand for the physical
books from this section of the population.
Technology:
There has been a significant impact of technology on the print bookselling industry. The
immediate impact of the emergence of technology has seen the boom of the e Commerce that
facilitated the online sale of the books(Joshi, Singh and Sidhu 2012). The technology has also
made availability of electronic book and audio book possible that in a way threatened the
existence of the print. These products made available to the Australians via the availability of the
internet.
Micro environmental analysis
The micro environmental analysis reveals the internal strength and weakness of the
organization. Therefore, the stakeholder analysis is also categorized under the micro
environmental analysis.
Customer needs
Customer needs are one of the vital elements of the micro environment. However, for the
books shop it is crucial to understand the customer need (Bright 2017). Customers want the
quality books and enriched stock. Brotherhood Books needs to understand the current demand
and choice of the customers to enhance their sales revenue. This organization offers books
through online that enables their customers to access their service easily and quickly. Therefore,
they offer high-quality books as the quality of the product is the core area of purchasing behavior
of the customer.

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Performance
Performance refers to the business performance of an organization that is dependent on
the employment of the organization. However, more employee engagement is associated with
more performance (Sinha and Sheth 2017). In the context of Brotherhood Books, the employees
are highly trained to maximize their performance. Therefore, this organization offers excellent
customer service. However, this organization provides financial books that provide knowledge to
the managers of different business organizations to maximize their company performance. On
the other hand, stories regarding the real organizations are included the books of such
organization, which insists the business owners buy their products and this maximizes the sales
revenue generation of such organization.
Trends
The modern trend in the book industry focuses on the online availability of the books
industry. However, business is running with the modern technology and it is not different in the
case of book industry (Rezaei, Wee and Valaei 2017). According to the current market trend,
people prefer e-book, audio book. A large number of the e-reader is present in the market.
Hence, for this reason, Brotherhood Book industry needs to use social media marketing and
online marketing to enhance the availability of their products.
Competitors
Competitors’ analysis is essential for the every business organization to achieve
competitive advantages in the market (Willis 2016). However, competitor analysis enables the
organization to understand the strategy of the competitors and their market position. Hence, in
the case of Brotherhood Books Bloomsbury and Pantera Press are their strongest competitors in

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Australia. Such two organizations provide quality book with reasonable price. Hence, it is
important for Brotherhood Book to understand the business strategy of their competitors to
achieve competitive advantage in the market.
Business performance
Business performance of the book industry is related to the operating system of an
organization and its sales revenue (Hviid, MIzquierdo Sanchez and Jacques 2016). Brotherhood
Books has the capability to alter their marketing strategy according to the current market
demand. On the other hand, they have prompt delivery of their product to the market. Therefore,
this organization offers online products to the customers through eBook. This has reduced their
operation cost and enhances their profitability. They have enriched stock and more than 100000
collections of different types of the book especially the trade books. However, they provide
second handed books and the profit that is generated from the sales is utilized in the social work.
According to the annual report of 2015-2016 Brotherhood Book has achieved high progress in
their sales. This enables them to achieve their goals and high-quality service to their customers
(www.bsl.org.au 2017).
SWOT Analysis
The SWOT analysis of Brotherhood Books is as follows:
Strength
The expense is low for operation:
The company has to spend a lesser amount of money for carrying on its operations since
there are several individual and volunteering entities that carry out the operation without any

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compensation for money (Ashwini, Singh, and Power 2013). The volunteer also provide
assistance for charity programs through competitive cost setting of products that will not only
increase revenue but also extends the amount of donations.
Reputation of the Brand:
Brotherhood Books has developed an excellent reputation and brand image for its
products. The operation focuses on the promotion of social awareness and addressing various
social and environmental issues (Shams 2015). The company creates a brand image in a way that
if the consumers bring their product then money accumulated spent on reduction of carbon level
footprints, donation to charity programs and creation of employment opportunities.
Customer Loyalty:
The company has a high level of customer loyalty through delivery of high quality
products and services, on-time delivery and necessary customer assistance (Coelho and Henseler,
2012).
Rarity of Products:
There are a number of people across nations who not only donates rare but at the same
time several rare documents to Brotherhood Books which are not put up for sale immediately.
Therefore, in this manner the company is able to create a particular customer base interested in
products that are rare.
Weakness
Restriction on Distribution:

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The distribution of the books is only restricted to Australian regions and not globally.
Moreover, their physical store has its location in Melbourne only (Lu and Seo 2015.). Thus, there
is a restriction or limitation on the distribution of the products by the company.
Product Status:
The company receives a lot of donation in the form of books from a large number of
people that are previously used. Therefore, the availability of used or second hand products may
not be able to arouse interest in customers.
Opportunities
Growth of the Business Sector
The company has a huge opportunity to attract a large number of consumers since in
recent times there has been a sale of the physical books and fall in sales of the e books. Thus, the
company should focus more on product development and broader marketing (Mitchelmore and
Rowley 2013.)
Marketing and Promotion on Social Media Platforms
Nowadays, increasing number of customers are inclined to social networking site so the
company must focus on interesting, attractive, frequent and comprehensive campaigns and
promotions for drawing in more customers through marketing(Bruhn, Schoenmueller and
Schäfer 2012).
Wider Market Focus

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The company should also target venturing the global market through availability to
delivery of books to customers globally. This will not only enhance the consumer base but will
also extend the brand image and help in creating more profits.
Threats
Change of Times:
More people are engaged in their professions and they hardly find any time for reading
physical books. This is a threat to the business in the context of preceding its operation through
engaging and attracting customers and thereby generating money for charitable purpose.
Impact of Digitization:
This has been a time when the lives of the people transformed by the impact of digitization.
Therefore, increasing number of individuals is using digitized materials for learning purpose
(Sabbagh et. al 2012). The availability of options to ease accessibility and opportunities for
multi-tasking attract consumers for using apps or tools for accessing e books instead of physical
books. This results in a fall of sales and huge downfall of business experience.
Target Market Analysis and Segmentation
Target Market Analysis includes:
a. Information about the Audience:
There should be clear understanding of the target audience. This involves analysis based on
demographics, psychographics and online behavior.
b. Collection of Answer from Existing Audience

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The company should collect answers from the audience existing through reader interviews,
surveys, focus groups and social profiles.
c. Creation of Reader Persona as Marketing Inspiration
This does not need to be something complicated; it may include just a brief paragraph
that one can refer back while creating ad, designing then cover, writing a tweet, or something
that might motivate the audience attention.
d. Have Knowledge about the Audience Search
There should be a compilation of the search queries made by the target audience. This is
done through a research about the most prevailed keyword in search engine and by going
through blog comments.
Objectives: Financial and Non Financial
The Financial and Non-Financial Objectives are as follows:
(1) Brotherhood books have actively engaged in solutions in digital space thereby
creating better facilities of readability in times of technology.
(2) Booksellers have actively found solutions thereby allowing people to use their device
of choice and make the purchase accordingly.
(3) They have also initiated web based landing pages through active e commerce sites to
enhance more readability and enhance their profits.