Econ 210 You Decide excercise
What is Your Role in this scenario?
Learn more about the Key Players in this scenario.
What would you to resolve this scenario?
You are an e-commerce expert and you have some friends whoown their own local bookstore. The husband and wife team have owned thiscompany for 20 years and have built an amazing business that is very successfulto the local community and is known to have an amazing collection of rare andexotic books. However, due to the World Wide Web, bookstores have hadchallenges, as Amazon and Barnes and Noble and other online companies have hurttheir business. You have been hired by the owners to help craft an e-marketingstrategy to improve their local sales and introduce the ability to sell theirbooks online.
You are an e-marketing and e-commerce consultant. Mary andJoe Johnson, the owners of Book Bunker, have hired you to help them improvetheir sales both online and in their store. The Johnsons do not currently havea website, and are unaware of social media. They have asked you to develop anonline strategy to create advertising to improve the number of walk-ins intotheir store as well as the ability for anyone that has access to their site andpurchase books. You will need to write a 5 page (2,500 words minimum) businessreport outlining your ideas and strategies to improve their online business andincrease their advertising via the World Wide Web.
Co-Founder of Book Bunker
Co-Founder of Book Bunker
Given the scenario, your role and the information providedby the key players involved, it is time for you to make a decision.
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You are an e-marketing and e-commerce consultant. Mary andJoe Johnson, the owners of Book Bunker, have hired you to help them improvetheir sales both online and in their store. The Johnsons do not currently havea website, and are unaware of social media. They have asked you to develop anonline strategy to create advertising to improve the number of walk-ins totheir store as well as to create the ability for anyone to access to their siteand purchase books online.
Activity or Assignment
For this assignment, you will generate a Microsoft Wordreport. You will need to write a 5-page (2,500 words minimum) business reportoutlining your ideas and strategies to improve their online business andincrease their advertising via the Web.
You will submit your work to the Week 3 You DecideDropbox.
Demonstratea strong grasp of the problem at hand. Demonstrate understanding of how thecourse concepts apply to the problem. Be sure to include the basic conceptsand criteria required by the owners of the bookstore. Your idea must bedetailed, compelling, and creative.
Be sureto include all the elements required when creating your business report. Besure to listen carefully to the You Decide audio, so that you answer thequestions Joe and Mary have in detail.
Makesure your report is clear and succinct, using strong organization and propergrammar. Use citations correctly. You must include a cover page and anexecutive summary as well as answer the specific questions put forward byJoe.
Aquality report will meet or exceed all of the above requirements. The papershould be at least 5 pages (2,500 words minimum) in length and can includegraphs and pictures to enhance the paper.Hi, Iam so glad to see you. As you already know, I am Mary Johnson, co-founder ofBook Bunker. My husband Joe and I have run this store for 20 years and weneed your help. I plan to tell you all about our background and why we arespecial, and in a little bit my husband will fill you in on what we need. Firstoff, as you know, we started 20 years ago in a small store in the suburbsthat specialized in rare and used books. As we grew in notoriety andcustomers, we started to expand our business. Over the past twenty years wehave moved to two different locations as we grew and today we are located inthe middle of downtown with a very nice sized store. We still specialize inbuying and selling rare books, but we also offer mainstream novels and audiobooks. Simply put, you can get any book you want in our store that is offeredby our major competitors, such as Barnes and Noble or Amazon, but we ALSOhave the ability to find and sell rare books. We are proud of our niche. Andwe have found that people come from around the country to ask us about abook. I get a few international phone calls a week looking for a rare text.Simply put, we have a great reputation… but we are certain not enoughpeople know about us. Locally we are the leading bookstore in our city… butwe have seen sales dip due to people buying books online. With this in mind,Joe and I thought we needed to speak with an expert to discuss creating awebsite… yes, I know, we should have one already, but we don’t… anddeveloping an e-marketing strategy to improve our local sales as well as beginselling online. I have given you some basic information about our company,now I will turn you over to Joe to talk about the specifics of our marketingneeds.Hello,I am Joe Johnson. Nice to meet you. I see you that you spoke to my wife ingreat length about our store and history. We are very proud of our nichemarket of rare books, but we also know that we can and do compete well withthe larger stores that sell contemporary books. With that said, we have seena 20% drop in sales over the last two years and we need to address thisimmediately. Simply put, we are in the dark ages when it comes to e-commerceand we need a plan. We would like for you to help us develop an e-marketingstrategy to increase our sales. We are looking for recommendations on thefollowing: 1. Even though we don’t have a website today, I would like tounderstand various features we should have on our website. 2. Help us decidewhere we should advertise online, should we use banner ads? What sites shouldwe choose to ad? What keywords and adwords should we choose? 3. Give me areport on the ability to advertise on the internet locally vs. globally. Wewant to sell books everywhere, but we also want to increase our foot trafficinto our local store too. 4. Lastly, we have heard about customerrelationship management systems. Could you describe what these are and tellus how we could utilize this new technology to improve our sales? Pleasenote, my wife and I are not completely comfortable with social media, soplease do not include any recommendations for social network sites. I hopethis is a good start. My wife and I are very anxious to join the 21st centurywith our store, and hope that we can leverage e-commerce to improve our businessand increase sales. Thanks for your time.
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