Marketing James Patterson Case Essay

4249 words - 17 pages

Table of Contents1.0 Executive Summary32.0 Situation Analysis42.1 Environment42.1.1 Demographic environment42.1.2 Economic Conditions and trends42.1.3 Social-Cultural environment42.1.4 Technological environment52.1.5 Political Legal environment52.1.6 Natural environment52.1.8 Environmental Opportunities52.1.9 Environmental Threats62.2 Industry62.2.1. Suppliers62.2.2 Consumers62.2.3 New Entrants72.2.4 Competitors72.2.5 Substitute Products (Threat of Substitute products)82.2.6 Industry Opportunities82.2.7 Industry Threats82.3 Organization82.3.1 Strengths82.3.2 Weakness92.4 Marketing Strategy92.4.1 Objectives92.4.2 Analysis of Sales, Profit and Market Share92.4. 3 Analysis of target market(s)102.4.4 Analysis of Marketing Mix Variables112.4.5 Summary of Marketing strategy's strength and Weakness:123.0 Problems found in Situation analysis123.1 Primary Problem123.2 Secondary Problem134.0 Strategic Alternatives for Solving Problems134.1 Description of Strategic Alternative 1134.2 Description of Strategic Alternative 2154.3 Description of Strategic Alternative 3165.0 Selection of Strategic Alternative and Implementation176.0 Conclusion17Bibliography/List of References181.0 Executive SummaryJames 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 and build a brand. Our case analyzes the problems involved with marketing James Patterson and aims at providing solutions. The study can be carried out in two ways, i.e. either considering James Patterson as an author or a product/book. For our case analysis we have decided to analyze the fiction industry and hence taking Patterson as a product as well as an author. We have carried out the situational analysis, analyzed the porters 5 forces and conducted the SWOT analysis for James Patterson to have a complete insight about the problem. After our study we have found out the two main problems that James Patterson is facing:-•Brand Awareness•Patterson's outlook about the book clubs.In order to resolve these issues our team has derived marketing strategies that include:-•Product Differentiation•Promotional Techniques•Direct Marketing PoliciesThe strategies suggested aim at resolving Patterson's primary issue of brand awareness and hence solving the case study "Marketing James Patterson".2.0 Situation AnalysisJames Patterson is one of world's best-selling crime fiction authors whose brand led to annual sales of $120 million. He published his first book in 1976 followed by three novels between...

Find Another Essay On Marketing James Patterson Case

The Role of the Supreme Court in the Civil Rights Movement

1933 words - 8 pages integration of white and black students in schools. Unfortunately, this was not carried out to a suitable degree, with many local authorities feeling no obligation to change the status quo. The Supreme Court did issue a second ruling, the so called Brown 2, in 1955. This forwarded the idea that integration should proceed 'with all deliberate speed', but James T. Patterson tells us even by 1964 ‘only an estimated 1.2% of black children ... attended

The Philosophy of James Patterson Essay

1054 words - 4 pages The Philosophy of James Patterson      James Patterson should be included in an anthology because he has mastered the art of description and plot. He’s capable of creating lives in his books like no other author from past or present. He has created a fictional world inside of his Alex Cross series, where many fans of his like to live. With each new book he can fill a mind with unbelievable detail and imagery. A small two book series

Salvation: Inward Change and Outward Signs

1374 words - 5 pages case. James is trying to relate a very real and timely assessment of salvation as it relates to faith and the action of those proclaiming faith in Jesus Christ. In other words are they walking the walk of the faith the claim to be talking? Looking first to James 1:18 we see who is actually responsible for our salvation. James answers the question, “Was it God or was it me?” The answer of course is that it is always God. One hundred

The Short Term Significance of the Brown vs. The Board of Education ruling of 1954?

2069 words - 8 pages -American progression would no longer be able to add a legal backing to their opinions. This change was effected right from the 17 May 1954. The sheer number of articles published in the few days following the ruling shows just how sensational the court’s decision was. Although civil rights protests had occurred before Brown, the action of the court added a legally endorsed element. James T. Patterson describes the practical effect that Brown had

The Importance of Knowing How to Provide a Service

944 words - 4 pages service is one thing but to make it tangible is something that creates customer experience. References Lovelock, C. H., Patterson, P., & Wirtz, J. (2011). Services marketing: An Asia Pacific and Australian perspective. Frenchs Forest, N.S.W: Pearson Australia. McDougall, G. H. G., & Snetsinger, D. W. (1990). The intangibility of services: Measurement and competitive perspectives. The Journal of Services Marketing, 4

The Scottsboro Trials

2395 words - 10 pages attorneys to represent the Scottsboro Boys in retrials. Samuel Liebowitz served as the lead defense attorney and was assisted by Joseph Brodsky who was the I.L.D’s chief attorney. The prosecutor in the retrials was Al’s new attorney general Thomas Knight Jr. Both parties were not aware of the adventure that was to following in the Alabama courts of law. The second trial of Haywood Patterson began on March 30, 1933 before Judge James Horton. Liebowitz

Brown vs. Board of Education

1791 words - 7 pages Education case was evaluated in Topeka, Kansas in 1954-1955 (Patterson and Minow). Consisting of the MacLaurin v. Oklahoma Board of Regents of Higher Education, Murray v. Maryland, Missouri Ex Rel Gaines v. Canada, Sweat v. Painter, and the denial of admission to Linda Brown to attend elementary school, these five separate court cases were combined together in order to strengthen prosecutor Thurgood Marshall’s main argument (“History of Brown vs

Book Project

1401 words - 6 pages her job at the Chicago Tribune. In the beginning all Jennifer does is write and edit her work for the newspaper. “They said I was “married to my job,” “a basket case,” “a hopeless workaholic,” “the new spinster,” and “romantically challenged...” ”(9 Patterson). She was trying to keep herself busy to avoid thinking about her husband’s death. make-up- This represents how Jennifer tries to cover up her depression. “I was doing okay, I told

Harvard Case: Launching The Bmw Z3 Roadster

1172 words - 5 pages Harvard Case: Launching the BMW Z3 Roadster James McDowell, vice president of marketing at BMW North America, Inc. must design Phase II communication strategies for the launch of the new BMW Z3 roadster. The program follows an “out-of-the-box’ pre-launch campaign centered on the placement of the product in the November 1996 James Bond movie, Golden Eye, and including other “non-traditional” elements such as a product appearance on Jay Leno’s

How Can Artificial Intelligence Help Us?

3108 words - 12 pages August 1993: 8.Ono, Takashi. "Chaos is Coming." World Press Review April 1993: 41.O'Shea, Tim. Intelligent Knowledge-Based Systems. Cambridge: Harper & Row, 1987.Patterson, Dan W. Introduction to Artificial Intelligence and Expert Systems. Englewood Cliffs: Prentice Hall, 1990.Peterson, Ivars. "From Prisons to Autos to Space." Science New 17 July 1993: 37.Riesbeck, Christopher K., and Schank, Roger C. Inside Case-Based Reasoning. Hillsdale

Brown v Board of Education

2317 words - 9 pages Education Matters to All Americans.” Brown Cronicles. 2003 . Patterson, James. “Brown v Board of Education: A Civil Rights Milestone and Its Troubled Legacy (Pivotal Moments in American History).” Oxford University Press., 2001. The National Center For Public Research. “Brown v Board of Education, 347 U.S. 483 (1954) (USSC+).” Supreme Court of The United States. 1982 .

Similar Essays

Marketing James Patterson Books Essay

1017 words - 4 pages Executive Summary: Over the last decade James Patterson has published an unprecedented number of best-selling books, cemented a powerful brand image amongst a loyal following, and redefined the process by which authors create content to meet reader demand. From November 2000 through June 2003, Patterson had cumulative sales of over six million dollars, trailing only John Grisham during that time frame. He has generated the majority of his

"Roses Are Red", Violets Are Blue, Patterson's New Thriller Is An Experience For You

715 words - 3 pages James Patterson, best selling author of "Pop Goes the Wease"l, "Cradle and All", and "Kiss the Girls", returns with "Roses Are Red" (Warner Books, Inc., 2001), his latest gripping dark crime tale featuring brilliant profiler Alex Cross.As fans have come to expect from Patterson's work, this novel is fueled with high emotion and resonates with moral outrage. As always, Patterson gives his book a healthy measure of both poignant humanity and

Mystery Comparison Essay

1267 words - 5 pages Mystery Comparison In the mystery stories The Murder at the Rue Morgue by Edgar Allen Poe and Kiss the Girls by James Patterson, there are differences in the storyline and style of presentation. Dealing with the plots and the way in which that the crimes are committed, are very contrasted in each book. When looking at the subject matter, the stories also differ in the manner that they are laid out, dealing with flashbacks and the

"Along Came A Spider" By James Patterson

1272 words - 5 pages "ALONG CAME A SPIDER" By James Patterson."Along Came a Spider" by James Patterson is an intense crime thriller. I am investigating whether furnishing Gary Soneji with two personalities contributes to the novel's dramatic ending. The novel had a slow start but turned drastically into an exciting and incredibly suspenseful.Having read previous crime thrillers by Ian Rankin, Tom Harris and Tom Clancy, I was looking for a master of