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Submitted by mmeegg14 on April 25, 2007
Category: Miscellaneous
Words: 1293 | Pages: 6
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For the past twenty five years, your company Copperfield’s bookstore has earned the reputation for being Sonoma Country’s hometown bookstore. Providing the local community with new, used and rare books in your six locations spread across the Sonoma and Napa counties. Your store business grew steadily in the independent bookstore industry by providing your customer’s needs along with a hometown feeling of loyalty. Though the mid 90’s there were more bright changes while you moved to new locations for expansions and opened up more stores in the areas. With all this success your bookstores were on the way to becoming the largest independent bookstores in your trade area. But even with that success, Copperfield’s book stores has been slowly succumbing to the competitive forces of our big retail competitors in the areas; Barnes and Nobles, and Borders. This was made very obvious in the business world with the closing of your Santa Rose Location in the 2004 due to a Barnes and Noble across the street only restating the point; head to head competition with the bigger retailer is a losing stragerty for Copperfield Books. A business strategy change is needed to gain more market share with an unique angle to separate your bookstore from the chains. The time has come to reevaluate your core business structure; deciding to remain centered as a hometown traditional independent struggling book store or rebuilds your new cornerstone business around used and rare books.
The main problem for your company is the trends of book buyers have decreased in independent small bookstores while increasing in the large chain bookstore. Along with that change the most important was the more steadily increase in the book buyer purchasing on the internet. In this time period the independent and small chains bookstores’ share of the domestic book market decreased greatly for 24.9% to 14.9% as the internet selling market share increased to 8.1 % and the mass market retailers had a...
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