Marketing Management Report: Strategies for Folio Books, Brisbane

This report provides a comprehensive marketing analysis of Folio Books, a Brisbane-based bookstore. It begins with an executive summary and introduction, followed by a profile of the organization and its current market strategy. The report delves into the current target markets, marketing strategies,...Read More

Running head: MARKETING MANAGEMENT
MARKETING MANAGEMENT
Name of the Student
Name of the University
Author Note

1MARKETING MANAGEMENT
Executive Summary
The digitalization has changed the face of the business and hence, it is with respect to this that
the different firms are required to undertake considerable initiatives to ensure that the firm will
be able not create a competitive positioning for itself in the market. Th focus of the report lies on
understanding the way the firm will be able to attain digital success. The firm which has been
chosen is the Folio Books in Brisbane. The report follows a structured format with respect to
which the Introduction has been followed by the current strategy analysis and the persona
analysis. Recommendations for the future have been provided.

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Table of Contents
Introduction......................................................................................................................................3
A profile of the organization and current market strategy...............................................................3
Current target markets and marketing strategies.............................................................................4
Customer Persona............................................................................................................................4
Competitor Analysis........................................................................................................................7
Strategic Analysis............................................................................................................................9
Recommendations for new plan....................................................................................................13
Social media presence....................................................................................................................15
Budget............................................................................................................................................16
The control and evaluation measures............................................................................................18
Conclusion.....................................................................................................................................19
Recommendations..........................................................................................................................19
References......................................................................................................................................21

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Introduction
The Marketing management can be understood to be taken as an integral part of the
organization and with respect to this, all the businesses as present in the business environment
would be required to ensure that they are being able to successfully undertake certain initiatives
relating to the domain of marketing. Due to the advancement of technology, the domain of
marketing has undergone a considerable change and in line of this, digital marketing has become
a considerably popular topic (Bagozzi et al, 2018). Hence, the primary focus of the study can be
understood to be directed towards the Marketing management and the related techniques and
strategies which will assist in understanding what moves can be chosen by the firm in question.
The company which has been selected for the purpose of analysis is the Folio Books. Hence, the
focus of the study will lie on understanding the manner in which the firm needs to form the
adequate strategy based on the current market strategy, the targeted customer segment, the
external influences which have an influence on the overall operations of the firm and a set of
recommendations which would assist in improving the different operations of the organization.
The study follows a systematic format whereby the report begins with a brief introduction which
is then followed by a profile of the firm and the current market strategy which the firm has been
following. Along with this, the report will also throw light on the current marketing strategy
along with the current target market which the firm has been serving. This is followed by the
discussion on the Consumer persona and the competitor as well as the strategic analysis using
tools like SWOT and PEST have been undertaken which assists in understanding how the firm
has the potential to perform well and currently how it has been performing. After the analysis,
the latter half of the report focuses on the new recommended marketing plan and the evaluation
strategies which have to be adopted with respect to the same. Certain recommendations for the
overall welfare of the firm have also been provided.
A profile of the organization and current market strategy
As mentioned earlier, the organization is in Brisbane and offers a unique instore
experience to the different readers with their huge collection of books which range from different

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domains like the Fiction, Art, Architecture, History, Cooking, Graphic Design and many more.
Presently, the firm has come up with the online experience which provides a unique and
personalized experience to the different individuals and offers them with an extensive range of
books which are thoughtfully chosen based on the profile of the reader. In addition to the
personalized experience for each of the readers, the Folio Books will also provide the different
readers with a specialized customer service which will be from the highly experienced as well as
the knowledgeable booksellers. The firm also engages in the customer special orders whereby if
a customer is unable to find any product related to their choice then, the firm orders it and makes
the good available to them.
Current target markets and marketing strategies
The current target market which the firm has been catering to can be understood to be the
book lovers who enjoy reading and thereby with respect to this, ensuring that they will
successfully be able to order the books which are not available at their disposal. (Baker, 2016).
Therefore, these individuals want to satisfy themselves with the unique experiences which are
generally offered to them and make the resources useful for them (Grzegorczyk, 2017). The
marketing strategy which is being utilised by the firm can be understood to be enhancing the
instore experience of the different customers and engaging in differentiation services which will
ensure higher experience to the different customers. In addition to this, by offering books on a
varied offering to the customers the firm is creating a brand name for itself and in line of this, the
customers are being offered the facility to choose exclusive experiences for themselves. In line
with this, the firm uses the traditional mediums of advertising whereby it is being able to reach
out to the different customers using print media and related tools (Gummesson, 2017).
Customer Persona
Persona Type Marketing
User/Customer Name Job Title/Functional Role Customer/User segment
Jenny College Professor Regular customer
Photo Key Demographic Details Personality& Behavioral

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Characteristics
Age: 36 years
Gender: Female
Family: Married with two
children
Education: Master’s in
English and Sociology
Location: Brisbane
Income: $85,000
Organizational details:
ABC University
Employment: 10 years
Is an avid reader
Generally, orders books on
a very regular basis
Manages various assistant
professors
Prefers to keep herself
updated with respect to
various domains and
related topics.
Is very committed towards
ensuring that she can
provide the best service to
the different students.
Hands on program manager
with adequate skills of
management and
vocational as well.
Has a strong influence on
the purchase decisions of
the different students
Reads topics related to
Sociology, Modern
English, Political science,
Autobiographies and
Current affairs

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Representative Quote Pain Points Drivers & Influencers
“I would like all the readers to enjoy
the art of reading just the way I do.
The digital era has taken
up and hence, accessing
books from different
sources have become very
difficult.
Various publishers these
days now engage in the
print of the e-books only
which makes it difficult for
the students to get the feel
of the physical books.
Good variety of books with
original copies.
With respect to online
reading, a good interface
Ease of ordering a good
and unique book
Purchase/User Experience Goals Motivations Perceived Obstacles
Reduce time spent on going through
different books.
Finding the right copy of the right
book.
Wants to ensure that her
students will be able to get
thee right choice of books.
Wants to fulfill her
monthly reading goals.
Inability to visit the store
very often.
Lack of awareness about
the developments of the
website
Relationship to Brand/Product Technology Expertise Preferred Channels /
Devices / Platforms
A reading expert
Has been a customer since the last 20
years
Is a regular on the website as well
Is comfortable browsing
and shopping online
In case of any
Internet and digital medium
In store experience

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However, is willing to experience
new brands and stores as well.
technological update,
should be informed about
the update
Competitor Analysis
There are many competitors of the business who are based in Australia and tend to
provide intense rivalry to the Folio Books in Brisbane. The primary competitors of the firm
comprise of the online book industry like the Booktopia, Dymocks, QBD, Boomerang Books,
Amazon, Bookworm.com and the Fishpond.com among others. As these firms require a
comparatively low infrastructural costs, the costs of the business are considerably low and hence,
they tend to provide lower costs to the different customers which then makes it difficult for the
Folio Books to follow the trend and hence, when they are unable to find these discounts and
provide it to the customers, it becomes increasingly difficult for them to carry out the different
operations (Baker & Saren, 2016). However, for the purpose of the analysis, the Amazon
bookstore will be chosen for the purpose of the analysis. The Amazon is an ecommerce business
which is present in Australia and tends to engage in the operations of selling goods and services
online to the different customers. In line with this, the organization tends to ensure that, it is
being able to successfully attain their overall objectives by offering huge discounts and a good
collection of the books which appeals to the different customers.

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Figure 1: The positioning map
(As created by the author)
CIRCLE: folio Books
Square: Amazon
Triangle: Fishpond.com
The primary objective with which the organization tends to carry out the operations of the
firm can be understood to be as follows:
 To provide the best possible book collection to the different members of the target
audience
 To provide the best digital experience to the different users and to ensure that they are
being provided with the best interface as possible.

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 To offer the best prices to the different customers so that their overall sales can be
increased to a great extent.
Analysis of Digital experience
The digital experience can be understood to be the primary area whereby the new
bookstores have been trying to gain an overall digital experience. In line with this it becomes
crucially important for the firm to see to it that, they are being able to undertake the advantage of
the e-commerce medium in order to reach out to the different customers at a faster rate and in
line with this, the firm has a very strong social media and ecommerce domain presence (Chaffey
& Ellis-Chadwick, 2019). With respect to this, the firm has a strong e-commerce presence by
having its own portal such as the Amazon.au and it is with this portal name that the firm is
successfully able to reach out to the designated audience. Moreover, the organization also has
access to the use of the social media mediums like the Facebook, Instagram and Twitter with the
help of which the audience is able to get an access to the portal via browsing their social media
pages (Finkler,, Smith & Calabrese, 2018). In line with this, it is integral for the firm to ensure
that, it has maximum views on the social media and in addition to this are being able to gain the
maximum views and the maximum responses from the website.
Strategic Analysis
SWOT
The SWOT analysis can be understood to be a useful strategic management tool which
goes a long way in assisting the firm to understand the way it will be able to deal with the
different forces which exist in the business environment. In line of this, the SWOT of the firm
can be undertaken as follows:
Strengths Weaknesses
The strengths of the Folio Books can be
understood to be those aspects which assist
in ensuring that a firm is successfully able to
possess certain internal capabilities which
will assist in gaining a long-term competitive
advantage. The different strengths which
are generally possessed by Folio can be
The weakness of a business can be understood
to be the lack of an incapability which is
generally possessed by an organization and
thereby limits the firm to carry out the different
operations. The first weakness of the Folio
Books can be stated to be the lack of proper
online operations which assist in reaching out

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taken to be the huge collection of books
which are possessed by the firm, the
experience of 30 years, the instore
experience and the service expertise which
the firm has to offer to the different
customer (Haider et al., 2019).
to the customers and thereby limits the overall
revenue earning capability of the firm.
Additionally, Folio is although applying the
capabilities, is not being successfully able to
reach out to the different customers in the right
manner.
Opportunities Threats
The opportunities can be understood to be
the presence of certain scenarios which lie in
the external environment of the firm, which
prove as a good advantage to the firm to
succeed (Heding, Knudtzen & Bjerre,
2015). The Folio Books has an overall
opportunity to expand its business and
strengthen its overall positioning using the
online operations. In line with this, the
personalization of services and customized
marketing can also be understood to be a
technique which can be undertaken by Folio
in order to succeed in the long run.
The different threats which are being
faced by the organization can be referred to as
the various forces which lie in the external
environment of the firm and may impact the
operations of the firm negatively. The different
threats which are being faced by the Folio
Books can be understood to be competition
from the online book sellers like Amazon
(Homburg, Jozić & Kuehnl, (2017).
PEST
The PEST Analysis can be understood to be a useful strategic management tool which
assists in understanding the external environment forces which have an overall strong impact on
the operations of the firm. The PEST as a tool comprises of the Political, social, economic and
the Technological forces. This assists in understanding the way, the firm will perform its overall
operations in the long run. The PEST Analysis of the firm has been undertaken as follows:
Political/Legal The different book sellers which are
present in Australia have lobbied the
government regarding the two significant
political or social issues which are they
facing currently and is having an overall
impact on the overall operations of the firm.
It assists them to compete in the right
manner particularly with the overseas
retailers (Kannan, 2017). The first issue
which relates to Folio is the issue regarding

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the Imposition of the GST on the overseas
consumer purchases. In line with this, the
books which are generally purchased
currently from the overseas stores do not
tend to undergo subject to the Australian
Goods and Services Tax. Hence, with the
help of this the international retailers can
charge 10% cess for the items. Hence, this
proves to be aspect related to considerable
competition. Additionally, under the
Australian Copyright Act , the Australian
booksellers like Folio are obligated to make
a purchase of bulk orders of the books from
the Australian holder of rights. In line with
this, they are not permitted to purchase the
cheaper editions from the overseas supplier
if the rights which they are subject to get are
held locally. Hence, this tends to push up the
price of the local product thereby impacting
the overall impacting the overall
competitiveness of the Australian stores
when they are compared to the online
stores. In line of this, people prefer
purchasing the books offshore.
Economical The climate of Australia in the past five
years cannot be understood to be conducive to
growth subject to the bookselling industry in
the country. The period has been witnessed by
the weaker global economy and the instability
in global markets along with a fall in consumer
confidence and limited spending. The
purchase of the books for stores like Folio has
become a luxury with the plethora of other
media sources available and the variety of the
options which are available to a consumer. In
line of this, there are various less expensive
means to utilize a book and study rather than
purchasing it from an actual bookstore (Intezar,
2017). The Australian Dollar has remained
considerably strong and prompted various
customers to make the purchases from various
online stores where the Australian dollar
delivers a greater value. With limited spending
on the books, the different firms like Folio

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have engaged in price cutting to capture the
market share which leads to poor economic
performance and the extinction of the same.
Socio-Cultural The book reading has become a social
activity between various individuals who share
similar interests and other such hobbies. The
reading books events, author events and related
genre specific for a are promoted by the
physical bookstores like Folio Books like to
build a community around the businesses.
However, with the new age of social media,
this aspect of the firms has now become less
common and thereby, online services like
Good reads and the Library thing now act as
the community for the readers (Kasemsap,
2015). The population of Australia can be
described as an ageing population which has a
significant number of Baby Boomers and
although the retirees are more financially
independent than the forebears , they have
more time in their hands to engage in the
spending of the income and to ensure that there
remains a considerable demand of the goods
from the retirees who prefer print book sellers
like Folio Books.
Technological The technology has had a very strong
impact on the overall operation of the boon
industry whereby it has helped the traditional
industry to inherent the capacity to itself and to
ensure that they are able to make their position.
The technology has brought about the
ecommerce booms and the online sales of the
physical books has become considerably
popular (Kerin & Hartley, 2015). The new
books these days are distributed with the help
of the internet and a major number of
Australians now have access to high speed
internet connection issues and smartphones to
have access to the books. This is the reason
why the Folio book has been trying to engage
in the online eBook store whereby it will be
able to attract the designated target audience.
In line of this, it is crucial to understand that
the opportunities like the new chatbots which

13MARKETING MANAGEMENT
can provide impeccable customer service, the
new age social media networks like Facebook
and twitter, the various mobile applications and
the location based market along with the target
marketing has made the overall concept of the
online reading and purchasing considerably
popular. It can be stated to be these aspects
which have made the online bookstores
increasingly popular and relevant.
Recommendations for new plan
Having analyzed the current positioning of Folio books in the competitive business
environment and examined the strategic analysis which was taken with the assistance of SWOT
and the PEST analysis, it can be recommended that the folio books will be requiring a new
digital marketing plan which will focus on achieving success in the e-commerce online domain
along with carrying out the advertisement in various social media networking mediums like the
Facebook and Twitter. Hence in the following section the marketing objectives and the target
market segments which the firm aims to achieve in the future will be presented. This will be
followed by the yearly market plan for the new target segment and a discussion on the social
media networks which should be used by the Folio books (Kim, 2016).
Marketing objectives and target market segments.
The different marketing objectives of the Folio books has set out for itself in order to
achieve success with the new marketing plan can be stated to be as follows
1.To increase the awareness of the products and books which offered to the customers.
2. To ensure that the increase in customers can be achieved and hence higher amount of revenue
can be earned.

14MARKETING MANAGEMENT
3. The firm needs to adopt digital measures to improve the popularity in order to ensure success
in that industry in Australia.
Earlier the target market which had been utilized by Folio books in order to carry out
business operations could be understood to be the various book lovers and other individuals.
However, in the future it is important the organization focuses on a larger target market in order
to ensure that it is being able to engage in higher sales. To meet the target segments which the
firm aims to follow the following can be reviewed:
 The tech savvy individuals like to read online and shop from is online stores.
 The individuals who wish to acquire books which in order to fulfil their academic
knowledge (Kotler et al. , 2015).
Having discussed the new target market for the Folio books, the following section will
discuss the digital marketing plan which the Folio has set out for itself in order to ensure that it
will be able to achieve its new objectives and thereby create a market positioning for itself.
The product
The product to be sold are the books on different genres like fiction, non-fiction,
autography, Academy and others. The Folio books must ensure that they are not being able to
gain the attention of the book lovers but are also being able to be useful to the academic audience
and the tech savvy target segment (Kotler et al., 2018).
Price
As the online domain is considered to become more popular the price of the books can be
brought down to a great extent now to ensure higher sales.
Promotion
The promotion activities which have been currently followed by the organization can be
understood to the traditional advertisement activities. However currently the firm be required to
engage in digital marketing which will help it ensure that in the new age, the different avenues
can be utilized by the organization in order to achieve success in the field of digital marketing .
These can be understood to be as follows:

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 The search engine optimization: The folio books will be required to ensure that the firm
is successfully able to optimize its search engine optimization which will ensure that it
appears first in the search results.
 Target marketing: the direct marketing is a new technique of marketing whereby the
individual customer is targeted as per their personal needs (Mullakhmetov et al., 2016).
 Pay per click: The Pay per click is also a digital marketing technique whereby different
advertisements are shown on the webpages to the different users and they are redirected
to the site of the firm using the click link which is available when we click on the
advertisement.
 The social media activities: the social media can be understood to be a better medium for
any firm to attain success in the long run in order to ensure that you be able to achieve its
overall goals (Ryan, 2016).
Hence if these digital media marketing strategies are followed by the Folio books, it will
be able to ensure competitive positioning for itself in the market.
The place
The distribution channel which will be made use of the Folio books can be understood to
be the online distribution channel whereby in addition to serving the different customers through
its physical store the firm will also be providing the convenience of shopping online.
Social media presence
The social media presence can be understood to be a relevant part of any digital
marketing plan because social media activities of the different users and the new age individuals
has become relatively popular. Social media activities and network platforms like Facebook and
Twitter are very common and are used by millions of users daily and has a presence on this
networking sites can be a good move on the side of any organization. Hence for the purpose of
the digital marketing success and to ensure highest sales full of books to be present in the
following social media networking sites.

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1. Facebook: the Facebook and be understood to be one of the most primary social media
networking sites and hence it is important that the folio books are present . The page
would be required to be prepared by the social media manager and in line of this the firm
should be able to create a community of its own (Varshney & Sharma, 2018).
2. In addition to the Facebook presence it is important that the Folio Books is also present
on Twitter as it will ensure that it will be able to understand the needs of the target market
and engage in direct marketing activities.
Budget

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CAMPAIGN TYPE QTY
PROJECTED
COST PER
UNIT
PROJECTED
SUBTOTAL
National Advertising SUBTOTA
L
$
2,000.00
Banner Ads 4 $
500.00
$
2,000.00
$
-
$
-
$
-
Social Media Advertising SUBTOTA
L
$
10,400.00
Twitter 20 $
200.00
$
4,000.00
Facebook 15 $
300.00
$
4,500.00
Pinterest 5 $
200.00
$
1,000.00
LinkedIn 3 $
300.00
$
900.00
Online Mediums SUBTOTA
L
$
2,300.00
Website 5 $
300.00
$
1,500.00
Mobile App 2 $
200.00
$
400.00
Mobile Alerts 20 $
20.00
$
400.00
$
-
Traditional Advertising SUBTOTA
L
$
6,240.00
Online 4 $
1,200.00
$
4,800.00
Print 3 $
300.00
$
900.00
Outdoor 1 $
140.00
$
140.00
Radio 1 $
100.00
$
100.00
Television 1 $
300.00
$
300.00

18MARKETING MANAGEMENT
$
-
$
-
Web Usage SUBTOTA
L
$
10,000.00
Pay-Per-Click Marketing 10 $
500.00
$
5,000.00
SEO 10 $
500.00
$
5,000.00
$
-
$
-
Total $
30,940.00
The control and evaluation measures
The controlling and the evaluation measures form a key aspect of any marketing plan and
with respect to this even the Folio books would be required to see to it that they have an effective
evaluation and monitoring plan. The digital marketing plan of the firm should be reviewed on a
weekly basis and the analysis should be made regularly to understand the reach out of the firm
with a different target segment groups is effective. However, the formation of certain key
performance indicators is also a crucial in order to understand whether entire initiative which is
being taken by the firm will be successful or not . The KPIs are as follows:
1. Net sales
Net sales can be understood to be the sales which the firm has been able to incur after the
digital marketing plan has been rolled out in the market. An increase in net sales will help in
understanding whether the return on investment has been achieved or not (Vincent, 2016).
2. Return on investment
It can be seen from the budget provided earlier that the marketing activities can be
considered to be an investment made from the side of the firm and hence in order to measure

19MARKETING MANAGEMENT
whether the firm has been able to achieve success or not it is crucial that the return on investment
is measured
3. The increase in the number of purchases in the customer service:
Increase in the number of purchases and the customers also serve as a good KPI which
will help in understanding whether digital media marketing techniques have been successful in
its operations are not.
Conclusion
Hence it can be summarized that the digital marketing media has become very important
for the 21st century organizations and it is for this reason that it will be largely beneficial to the
folio books to ensure that it will be able to take advantage of this digital marketing media
successfully (West, Ford & Ibrahim, 2015). The report outlined the overall operations of the
firm and the current marketing strategy along with the current target market. In the latter half of
the report recommendations regarding the overall way digital marketing plan can assist the firm
has been provided along with the budget. The control and evaluation plan have also been
provided in order to understand the way the success of the marketing media plan can be
measured effectively
Recommendations
In the given section certain recommendations for the firm will be provided which will
help it in attaining their marketing objectives successfully.
 The Folio books has to remain connected with the different members and customers on
the social media platforms and other such portals which will help them in getting a new
name for its self. In addition to this, the Folio books also undertake various surveys
which will assist them in performing better.
 The overall reach out of the Folio books can be understood by improving the product
quality and the unique aspect of the books which offer to the customers (Vincent, 2016).

20MARKETING MANAGEMENT
 The artificial intelligence and other technological advancements needs to be applied
successfully in order to ensure that the firm will be able to deal with the different
customer service activities Folio books can use technology like smart search and chatbots
on the website which improve the customer service.
 Additionally, Folio Books can also get into a contract with various research institutions,
universities and schools in order to ensure that, it is being able to improve the sales of the
firm.

21MARKETING MANAGEMENT
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