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Marketing James Patterson

Table of Contents

1.0 Executive Summary 3
2.0 Situation Analysis 4
2.1 Environment 4
2.1.1 Demographic environment 4
2.1.2 Economic Conditions and trends 4
2.1.3 Social-Cultural environment 4
2.1.4 Technological environment 5
2.1.5 Political Legal environment 5
2.1.6 Natural environment 5
2.1.8 Environmental Opportunities 5
2.1.9 Environmental Threats 6
2.2 Industry 6
2.2.1. Suppliers 6
2.2.2 Consumers 6
2.2.3 New Entrants 7
2.2.4 Competitors 7
2.2.5 Substitute Products (Threat of Substitute products) 8
2.2.6 Industry Opportunities 8
2.2.7 Industry Threats 8
2.3 Organization 8
2.3.1 Strengths 8
2.3.2 Weakness 9
2.4 Marketing Strategy 9
2.4.1 Objectives 9
2.4.2 Analysis of Sales, Profit and Market Share 9
2.4. 3 Analysis of target market(s) 10
2.4.4 Analysis of Marketing Mix Variables 11
2.4.5 Summary of Marketing strategy’s strength and Weakness: 12
3.0 Problems found in Situation analysis 12
3.1 Primary Problem 12
3.2 Secondary Problem 13
4.0 Strategic Alternatives for Solving Problems 13
4.1 Description of Strategic Alternative 1 13
4.2 Description of Strategic Alternative 2 15
4.3 Description of Strategic Alternative 3 16
5.0 Selection of Strategic Alternative and Implementation 17
6.0 Conclusion 17
Bibliography/List of References 18

1.0 Executive Summary

James Patterson is one of world’s best-selling crime fiction authors whose brand led to annual sales of $120 million. Prior to becoming a full time writer, he was the chairman of a major advertising agency. During the span of his career he designed and launched many award winning advertising campaigns for many large corporations. He published his first book in 1976 followed by three novels between 1983 and 1995. He published 16 novels between 1996 and 2003, most of them in the crime fiction genre. Patterson has used his past experience to market his own books...