Swot Analysis Of Book Stop

a. Mission

We have set out to provide the most competitively priced college textbooks to our local college campuses. Using sustainable practices we will provide the highest possible value to our customers. Implementing efficiency in a more effective manner resulting in an outcome of excellence will lead Book-Stop to always innovate in order to carve out a larger share of the market. Our desired image will portray a value-based company. We want to provide our customers with values that reach far beyond just saving money. We don’t want to be the biggest just the best.

b. Marketing Objectives

Start-up companies such as Book Stop must adopt aggressive customer awareness and acquisition strategies in their initial stages of operation. Understanding our financial position, strengths, customers and competition is imperative when crafting marketing objectives. Our research indicates that the student population for UTPA in 2014 was 21,042 students1. Given the assumption that the pattern of growth will continue, in conjunction with the increased enrollment figures precipitated by the UTPA-UTB merger into UTRGV, we roughly

Given our value proposition and positioning (both physical and abstract), we expect to attract a minimum of 3,000 customers within our first year. This figure should be increased by 10-20% per semester.

As a start-up company in a heavily contested market, we must discount market skimming as a viable strategy. We must adopt a market and price penetration strategy. Customer acquisition costs are notoriously high, and more-so for a start-up facing strong competition. Although customer acquisition costs are expected to be initially high, we expect it to decrease at a rate of 10-15% per semester as our brand grows awareness and our value proposition helps attract and retain customers at a lower