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Strategic Analysis

C/B/4321. Marketing analysis of Waterstones

WORDS:
2450
DATE:
2011
PRICE:
29.99 GBP

This paper examines marketing at Waterstones the book retailers. The paper begins by providing background information on the organisation, and follows with a PESTEL, SWOT, and Porters five forces analysis. Segmentation methods at Waterstones are detailed, and the paper then identifies the differences between high street and online buying decision making processes. Marketing mix variables at Waterstones are detailed, along with an evaluation of the problems they currently face. Conclusions are made regarding long and short term recommendations for the organisation.

 

KEYWORDS: Marketing, Waterstones, book retailer, PESTEL, SWOT, Porters five forces, segmentation, online buying, decision making processes, marketing mix!,

 
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