Situation Analysis for MI FYP

8/13/2019 Situation Analysis for MI FYP

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Situation Analysis

Nur Amira Syafina Binti Mohd Mokhtar

1102700592

MMI 3313 Media Innovation

Faculty of Creative Multimedia

Delta Year


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TABLE OF CONTENTS

Chapter 1 Project Overview1.1 Introduction1.2 Problem Statement and Issues1.3 Objectives and Aims

Chapter 2 Project Profile2.1 Product Name2.2 Product Classification2.3 Product Characteristics2.4 Product Range

2.5 Distribution2.6 Product Life Cycle2.7 The Brand2.8 Brand Image and Implication2.9 Strength and Weaknesses2.10 Advantages and Disadvantages2.11 Unique Selling Proposition (USP)2.12 Promotional History and Advertising Schedule2.13 Positioning Statement

Chapter 3 The Company3.1 Company Overview3.2 Business Description3.3 Company History3.4 Key People3.5 Location and Subsidiaries3.6 Brands, Major Products and Services3.7 Corporate Vision3.8 Corporate Mission3.9 Companys Current Promotional Strategy3.10 Product Sales History

3.11 Current Marketing Objective3.12 Media Expenditure

Chapter 4 Consumer and Stakeholders4.1 Current Consumer Characteristics

4.1.1 Demographics4.1.2 Psychographics

4.2 Stakeholders Characteristics4.2.1 Primary Stakeholder4.2.2 Secondary Stakeholder


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Chapter 5 Industry and Marketplace5.1 The Industry

5.1.1 Definition of the Industry5.1.2 Shape of the Industry5.1.3 Development of the Industry

5.2 The Marketplace5.2.1 Current Condition of the Marketplace5.2.2 Changes In Marketplace

Chapter 6 Competitive Situation6.1 Direct Competitors6.2 Indirect Competitors

Chapter 7 SWOT Analysis7.1 Strengths7.2 Weaknesses

7.3 Opportunities7.4 Threats

Chapter 8 Strategic Target Audience8.1 Proposed Primary Target Audience

8.1.1 Demographics8.1.2 Opportunities

8.2 Proposed Secondary Target Audience8.2.1 Demographics8.2.2 Psychographics

Chapter 9 Research Development9.1 Marketplace Research9.2 Market Observation9.3 Online Survey9.4 Interview9.5 Others

Chapter 10 Precedent Studies10.1 Advertising Strategies10.2 Precedent Studies

Chapter 11 Reference

Chapter 12 Appendices


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Chapter 1

Project Overview


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Chapter 1: Project Overview

1.1Introduction

Bookstores are a common thing in Malaysia, a familiar sight from the moment

you start your childhood. They provide all kinds of necessities whether it is for

preparing for a new school year with various stationeries and textbooks to

romance novels to read in leisure. It is indisputable that there would be all kinds

of bookstores competing for attention and customers in the Malaysian market,

from independent bookstores to large-scale bookstore franchises. Local chains

fiercely compete with the international franchises that have entered the local

scene.

MPH Bookstore is one of the largest bookstore chains in Malaysia with currently

27 outlets in Malaysia; 17 in the Klang Valley, 3 in Johor, 2 in Negeri Sembilan,

and 1 each in Perak, Pulau Pinang, Melaka, Kedah and Sarawak operating under

the MPH Bookstores brand name, as well as 4 outlets in Singapore. This number

is also increasing with more outlets opening up in various new locations. They

are bookstore chain under the MPH Group, a Malaysian group of companies best

known for its book retailing, is involved with printing, publishing and distribution

of books and library services in Malaysia and Singapore. It was founded in 1890

by Captain W.G Shellabear over a hundred years ago and is arguably one of the

oldest bookstore chains in Malaysia.

MPH Bookstores stocks on a large variety of book genres as well as stationery

though it holds a significantly larger section of local books in both English and

Malay with an effort to support local writers with their Writers Circle that also

holds many in-store events. MPH is also the main book distributor for Malaysia

and products from the store can also be purchased online.


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1.2Problem Statement and Issues

Due to intense competitors from other bookstore franchises, MPH faces the

problem of their customers having preferences over other bookstore names. They

also have customer perception of not having as much selection of books although

they have a much larger selection for local Malaysian publications compared to

other rival bookstores. Big promotions are also not well advertised to attract

customers attention as well as a rather outdated design.

1.3Objectives and Aims

Objectives: To create a new advertising strategy promoting the local publications that

is retailed at MPH Bookstore.

To create more individuality in the designs to make its identity more eye-

catching.

To conduct more activities and events promoting all the great promotions

held by MPH Bookstore.

Aims:

To bring awareness of the specialty of the publications that are retailed at

MPH bookstore, giving it a more concrete identity.

To give MPH bookstore a new updated look without completely altering

the familiar image it already holds.


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Chapter 2

Project Profile


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Chapter 2: Project Profile

2.1 Product Name

MPH Bookstore

2.2 Product Classification

MPH Bookstore is a bookstore chain that provides book retailing with a

wide range of genres including international and local published books

along with stationery.

2.3 Product Characteristics

Type:

Books and stationery

Pricing range:

Books: RM 7.50 RM 180.00

Stationery: RM 3.00 RM 430.00

Online services:

Books or other products can be browsed and purchased online with

delivery directly to your home.

Phone in Reservation Service

Desired books can be booked for reservation through the phone at all

available MPH outlets for a time period of 3 days.

2.4 Product Range Malaysian Collection

Asian Collection

Fiction

Non fiction Humanities

Non fiction Lifestyle

Non fiction Personal Development

Non fiction Professional

Children & Teens


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Stationeries

Office Tools

2.5 Distribution

MPH Bookstores products are distributed indirectly. Publishing houses store uses

the bookstore as distributer for their books to be available to their customers.

MPH Bookstore holds many different publications so that many different genres

can be available to their customers at one convenient location.

2.6 Product Life Cycle

MPH Bookstore is at its maturity period

2.7 The Brand

MPH is one of the largest and oldest bookstore chain in Malaysia with 27 current

outlets in Malaysia and 4 in Singapore. Since going through a few ownerships,

MPH is now a wholly Malaysian owned company. Selling a great variety of books

and stationeries, MPH Bookstore also creates effort to promote and support local

writers with a larger selection of local publications and well as holding in-store

events.


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2.8 Brand Image and Implication

MPH Bookstores have a many varieties of book genres available for retail with a

large number of outlets nationwide available for the public. The MPH had both

enjoyed successes and well as weathered storms for over a century. It has since

grown and matured to become an important fixture in business in Malaysia. MPH

Bookstores is a very familiar sight to many Malaysians and enjoy many constant

customers. However with the stiff competitions for other rival bookstores

boasting more number of books and selections, the attention is somewhat waning

in the eyes of the customers.

2.9 Strength and Weaknesses

Strength of the product:

Wide genres of books

Plenty of stores nationwide.

Affordable prices.

Weakness of the product:

Main product focus is books.

Limited books.

Un-exciting.

2.10 Advantages and Disadvantages

Advantages of the product:

More different genres of books for the customers, especially forMalaysian publications.

Outlets are easily accessible by the customers.

Products are affordable for lower income customers.

Disadvantages of the product:

Not many choices for stationery and office tools.

Not a huge number of books available compared to other bigger scale

bookstores.


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People dont really get excited at the prospect of going to a bookstore.

2.11 Unit Selling Proposition (USP)

MPH Bookstore is the oldest established bookstore of the nation with a wide

variety of Malaysian publications in store and also takes a big part in supporting

the local writing scene.

2.12 Promotional History and Advertising Schedule

Date Promotional and Advertising Description

27/11/2009

-

6/12/2009

Book Fair - Book fair with

discounts on books up

to 50%

- RM5 specials off

books if you bring

along the leaflet to the

book fair with

purchases of RM100

and above.

- Get a 2-year MRC

membership for

purchases of RM80

and above.

- 20 MRC membership

cards up for grabseveryday from

30/11/09 till 4/12/09

5/2/2010

-

7/2/2010

MPH Members Weekend - Special offers for

customers with

membership cards.

- Discounts of 10% to

50% off on selected


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titles.

- Only at MPH Taman

University and MPH

Johor Bahru City

Square.

3/3/201

-

7/3/2010

MPH Sale - MPH big sale with

many discounts on

books and

stationeries.

- Members enjoy

additional discounts.

1/5/2010

-

31/5/2010

For Dummies Book Contest - Special promotion of

20% off on all

DUMMIES books in

stores.

- Every DUMMIES

book purchase entitles

customer to one lucky

draw ticket.

- Lucky winners will

get to win many cool

prizes.


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7/5/2010

-

14/5/2010

Gal Reads at MPH and Mothers Day

Celebration

- Special promotion

after the bookstore

unveiled a new look

after a month long

makeover.

- Female customers are

entitled 20% off on

all book purchases to

go with Mothers Day

celebration.

- Special events held in

celebration of

Mothers Day at

selected MPH outlets.

1/5/2010

-31/5/2010

Whats Cooking At MPH? - 20% off on any 2

books on the selectedseries.

- 3 series are available

for the promotion.

15/6/2010

-

20/6/2010

MPH Book Fair - 20% off all books at

MPH Book fair.

- Located at Taiping

Sentral, Perak.

1/6/2010

-

School Holiday Good Reads - Special promotions

on books in light of


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30/6/2010 the school holidays

- 20% off on any 2

books of selected

series.

1/7/2010

-

4/7/2010

MPH Members Sale - Big members sale

- 20% off all books and

10% stationeries,

cards & gifts.

- Selected title get 30%

and 50% discounts.

23/7/2010

-

31/10/2010

10thYear Anniversary - 100 days of

promotions

celebrating the 10th

year anniversary of

MPH Bookstore.

- Members top 10

spenders get 10

seconds of free

shopping in selected

outlet.

- Skype live withinternational authors.

- Book counting

contest for a chance

to win prizes.

1/6/2011

-

13/10/2011

MPH 105 Years & World Book Day - 30% off selected titles

at all MPH outlets.

- Events held in stores


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for book launches and

author appearances.

- Members get

discounts for talk

tickets and events

such as quizzes and

competitions are held

in store in conjunction

of World Book Day.

November

2011

Monthly Event - NYLA Sdn Bhd and

MPH Bookstores

organised a search for

the Malaysian Junior

Writer 2011 Essay

Competition.- Author appearances

in stores.

20/1/2012

-

current

BB1M Promotion - For every purchase of

RM100 get a RM5

book voucher for

MPH Bookstores.


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1/11/2012

-

31/12/2012

Share a gift - A project by MPH to

give back to give back

to the community by

gifting less fortunate

children with books.

- A Christmas tree is set

up in stores where a

customer then picks

out a card for a child

and then purchases a

book that is suitable

for their age along

with a message for

their selected child.

- The book and the

message will then be

wrapped and sent to

the children as a gift

for them.

2.13 Positioning Statement

MPH Bookstore, a bookstore catering to the Malaysian publications and local

writing scene, providing books to readers of all ages in Malaysia.


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Chapter 3: The Company

3.1 Company Overview

MPH traces its roots to 1815 when William Milne, a young missionary, chose to

set up a printing press in Malacca during 1815. In 1890 Captain W.G. Shellabear

arrived in Singapore to establish a printing press known as the Amelia Bishop

Press. The aim of the publishing venture was the printing of Christian literature,

and eventually, the setting and printing of secular work was taken up. Amelia

Bishop Press moved to Raffles Place in 1893 and changed its name to the

American Mission Press. The Book Room was established to sell publications of

the Mission Press, schoolbooks and other supplies for the Missions schools. In

1900, Rev. William T. Cherry arrived and helped turn the foundations built by

Shellabear into a multi-faceted organisation - printing, publishing, bookselling,

and book distribution, which forms the arms of todays current company.

3.2 Business Description

The company, MPH Group is one that does book retailing, is involved with

printing, publishing and distribution of books and library services in Malaysia

and Singapore.It has 27 outlets in Malaysia; 17 in the Klang Valley, 3 in Johor, 2

in Negeri Sembilan, and 1 each in Perak, Pulau Pinang, Melaka, Kedah and

Sarawak operating under the MPH Bookstores brand name, as well as 4 outlets in

Singapore that carry a wide variety of book genres as well as stationery and

office tools. What sets out MPH Bookstores out from the rest is it has a larger

section catered to local Malaysian publications especially for the interested

readers. MPH Bookstores also play a very big part in supporting local writers

with plenty of in-store events where reader can meet the authors in person

whether it be for book signings, book launches, storytelling or talks held by he

authors. MPH Bookstores also hold writing contests in order for more fresh new

writers to be discovered for their talents. Since 2002, MPH is now a wholly

Malaysian company, being one of the oldest in the book business and one of the


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largest book retailers in Malaysia. Its is also one of Malaysias innovators in

terms of concept and services, constantly trying to increase the book retail

business to a higher level. Furthermore, MPH Bookstores is also one of the first

bookstores in Malaysia to try their foot out in the internet waters by providing

book retail services online via their website. Their customers can also reserve any

book that they want for book reservation at your chosen outlet for 3 days.

3.3 Company History

The founder of MPH is considered Captain W.G. Shellabear. The previous name,

The American Mission Press was officially changed to the Methodist PublishingHouse in 1906, where the acronym MPH was derived and established. In 1927,

MPH was incorporated as Malaya Publishing House when it became a public

stock company. Over the years, the company underwent several name changes to

reflect ownership changes. Since the 1970s, MPH Bookstores has been a

subsidiary of MPH Ltd, a public company listed on the stock exchange of

Singapore. In 2002, the MPH brand with its book retail and book distribution

arm, MPH Bookstores and MPH Distributors respectively, was bought over by a

Malaysian company, Jalinan Inspirasi Sdn Bhd. It is part of a large Malaysian

conglomerate owned by Malaysian businessman Tan Sri Syed Mokhtar

Albukhary where for the first time, MPH becomes a wholly Malaysian-owned

company.

3.4 Key People


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3.5 Location and Subsidiaries

In Malaysia, the Headquarters is located at Petalling Jaya. The address is and

contact details as below:

MPH BOOKSTORES SDN BHD5th Floor, No. 15 Jalan Tandang

P O Box 147, Jalan Sultan46710 Petaling Jaya, Selangor

Tel : (603) 7781 1800Fax: (603) 7782 1800


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3.6 Brands, Major Products and Services

MPH Bookstores provides different genres of books for the customers

convenience. Books come from all different publications brought from both local

and international markets.

Type of books provided

Genre Description

Malaysian Collection

A collection of books coming

from local Malaysian

publications. These books could

be English or in Bahasa Melayu.

Fiction and non-fiction included.

Asian Collection

A collection of book from the

Asian market. Including fiction

and non-fiction, these are usually

comprised of Asian authors,

though not always of Asian

subjects.

Fiction

Collection of fiction books.

These are comprised of different

genres, such as romance, crime

mystery and thriller, science

fiction & fantasy, classics,


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literary fiction, movie & TV tie-

in, and general fiction.

Non-fiction: Humanities

Non-fiction books covering the

humanities area. Genres include

history, politics, biography, true

account, sociology, psychology,

psychology, philosophy, religion,

new age, and facts & wonders.

Non-fiction: Lifestyle


lifestyle area. Genres include art,

entertainment, games & sports,

hobby & interest, nature, travel,

map & atlas, food & drinks,

beauty & fashion, fitness &

health, comics & humour andgift books.


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Non-fiction: Personal Development


personal development area.

Genres include self development,

language & linguistics,

education, dictionary, and family

& relationship.

Non-fiction: Professional


professional area. Genres include

college & university reference,

accounting, mathematics &

statistics, economics, business &

management, finance &

investment, marketing &

advertising, hotel & tourism,

architecture & interior design,

engineering, information

technology, science, medicine,

law & statuses, career guidance,

directory.


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3.7 Corporate Vision

To inspire intellectual development amongst the community we serve by offering

quality books and other related products and services.

3.8 Corporate Mission

To establish MPH as the leading regional brand in the book industry by

consistently adopting the following core values:

D Dominate to succeed in every aspect of our business.

O Offer outstanding products and services that delivers premium value.M Maintain focus and uphold the highest standard of integrity at all times.

I Innovate and create whilst mindful of the environment.

N Nurture intellectual development.

A Always admired by employees, business partners and community.

T Teamwork a must, establish a culture of PERFORMANCE, SPEEDY

RESPONSE and PRIDE.

E Emphasize a positive Return on Investment for all stakeholders.

3.9 Companys Current Promotional Strategy

Date Promotional Strategy Description

current Customer Loyalty Scheme ,Membership card MPH

Readers Circle (MRC

Card), Entitles members to

benefits such as savings

and special offers during

promotions, pre-sale

invitations, special rates

or pre-registration for

workshops and events,


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MPH sale days, mailing

and free delivery in the

Klang Valley.

,Can be used at any MPH

outlet across Malaysia.

1/7/2013

-

31/8/2013

Festivities Promotion ,Special 20% promotion

for selected books for the

current Ramadan &

Aidilfitri season.

current Sales Promotion & Contest ,Students get to use Kad

Diskaun Siswa 1Malaysia to get discounts

and also use their BB1M

vouchers to get MPH

Book vouchers when

spent a certain amount.

,Facebook contests to win

attractive prizes and

lucky draws to be won.

3.9 Current Marketing Objective

Short term:

..

..

Long term:

..

..


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3.10 Product Sales History

3.11 Media expenditure

, Social Networking

MPH Bookstores uses social media sites such as Facebook and Twitter to

promote their activities. There is also a blog that is run by MPH. These are all

constantly updated with latest promotions and events that are going on in the

stores at the moment. Their Facebook has reached 89,460 likes so far and

posts about promotions, events and new book updates are constantly updated.

Miscellaneous posts related to the brand are also posted in order to keep their

page consistently fresh. Updates from their Facebook is synced to their

Twitter so customers can also stay updated from that social network platform

if they wish.


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Chapter 4

Consumers and

Stakeholders


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Chapter 4: Consumers and Stakeholders

4.1 Current Consumer Characteristics

4.1.1 Demographics

a) Age: 15-50 years old

b) Gender: Male and female

c) Education: Secondary and higher education.

d) Occupation:Students, white collar

e) Income range: Students (allowance) RM200 RM 500

Working salaries RM1800 RM5000

f) Race and ethnicity: All ethnicities and races in Malaysia

g) Geographical location: Urban area

4.1.2 Psychographics

a) Perception

MPH Bookstore is a well-known and trusted brand of bookstore in

Malaysia. It is reliable, though is known for not having a great selection

of books in store.

b) Learning

Customers learned of the brand from friends, family and from coming

across one of the many outlets themselves.

c) Motivation and Needs

Customers are always on the lookout for new book releases and the

many promotions that MPH Bookstores holds.

d) Attitude and Personality

The consumers are people who do not shy away from knowledge and are

on the lookout to improve themselves in terms of their intelligence and

general knowledge. Also, curious people who like to discover new ideas

and information on the world.

e) Lifestyle

The consumers most probably came from a background where books are

a common piece and even if they lead a busy lifestyle they like having

some laidback leisure time to read a book or flip through a magazine.


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4.2 Stakeholders Characteristics

4.2.1 Primary Stakeholder

4.2.2 Secondary Stakeholders

Publishing companies:

Publishing companies are the ones who supply MPH Bookstores with their

stock of books and many publishers are represented by MPH. Supplying

their books through MPH Bookstores will give them more public exposure

due to the fact that they have many outlets all across the country.

Customers:

MPH Bookstores have to maintain good service towards their customers to

maintain the trust and reliability of the services to maintain a good image to

the public. Through trust, loyal customers are made and good word will

spread to other people.


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Chapter 5

Industry and Marketplace


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Chapter 5: Industry and Marketplace

5.1 The Industry

5.1.1 Definition of the Industry

The book retail industry is a large and rapidly growing market. Companies

in the industry sell books from physical retail locations; they may also sell

via websites. The bookstore industry has worldwide revenue of about $60

billion, according to MarketLine. Some countries have restrictions on

pricing and foreign ownership of bookstores, which have restricted the

development of multinational chains. Bookstore chains in Malaysia include

MPH Bookstores, Popular, Borders, Times and many more. Demand is

driven by demographics and consumer income. The profits of individual

companies depend on merchandising and marketing. Large companies can

provide broader selections and lower prices while smaller companies can

also stand up to competition by offering specialized products or by serving a

more selected local market.

5.1.2 Shape of the Industry

Book retail industry continues to grow in Malaysia. Especially with the

recent distributions of the 1Malaysia Book Vouchers throughout all public

and private sector universities ends up contributing to big boosts in sales due

to the overwhelming number of students clamoring to spend their vouchers

in bookstores. Based on several studies, the literacy level among adult

Malaysians has been rising steadily. Today, Malaysias literacy level is

above 90% and the actual practice of reading, although mostly for learning

purposes, is 87%. Numerous reading campaigns have been conducted in

Malaysia to inculcate reading habit among the people. Combine that with

the many promotions happening on in stores more and more people are

spending money on buying books in Malaysia.

Though many countries are taking a step further in terms of the digital age

of books with the new market of e-books being able to be purchased by


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customers, the book industry in Malaysia seem to still be going strong in

spite of their digital counterparts as people here still seem to prefer the

physical feel of a book purchased from a bookstore compared to one that is

read through an electronic screen though this may change in the near future

with the fast developing pace that people are adapting to new technologies

in Malaysia. Though for now based on the feedback received by Bernama,

the e-book segment is in its infancy. Nonetheless, many players in the local

publishing segment like the Malaysian National Book Council and the

Malaysian Book Publishers Association have taken steps to boost e-books

and e-book publishing activities.

An optimistic count of bookstores nationwide is 600 outlets of varying sizes

for all of 23 million people, thus, about one bookstore for every 38,000

people. About 45% of these outlets are concentrated in the Klang Valley

especially in Kuala Lumpur and Selangor area. About 20% are in the

northern area especially Perak and Pulau Pinang. In Johor, about 60 book

outlets (10%) are actively involved in book selling.

5.1.3 Development of Industry

The current value of publishing industry alone (excluding printing) is

estimated at RM1.5 billion (USD405 million) in 2004, involving about 500

publishing companies, 351 of which are registered with the Textbook

Section, Ministry of Education. While the bulk of the publication continues

to be school-related 2 materials textbooks, workbooks and reference books

the current encouraging seller in the country today is a trade book, the

juvenile paperback with some local titles could reach up to 150,000 copies,

which is unheard of several years back.

For the past four decades, the growth and demand for academic and

scholarly books in Malaysia have increased dramatically. While the major

suppliers of university books continue to be foreign publishers from the

USA and the UK, the contribution of local university presses is increasingly

important. As in many countries, university presses in Malaysia play their

role in the production, promotion and dissemination of scholarly


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publications. The establishment of a university press encourages the

scholarly publishing programmes and increases scholarly development and

communication. The number of Malaysian universities involved in scholarly

publishing has increased, as more local scholarly materials are needed.

Malaysian market is also slowly testing the waters for an e-book market

with the successful feedbacks it has been receiving from other neighbouring

countries. The 2012 ASEAN e-book conference is one of the efforts

undertaken by the government to develop the local publishing industry and

to ensure that Klang Valley emerges as the leading digital book hub in the

region. With the new information and communication technology, the

publishing industries are facing new challenges namely convergence,

specialisation and globalization while the demand for books, both printed

and electronic, still looks promising ahead.

5.2 The Marketplace

5.2.1 Current condition of the marketplace

5.2.2 Changes in Marketplace

Positive:

Negative:


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Chapter 6

Competitive Situation


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Chapter 6: Competitive Situation

6.1 Direct Competitors

a) Popular Bookstore

Company Background Established in 1984, POPULAR Book

Company (M) Sdn Bhd has become a

household name in Malaysia and has now

grown to 68 stores nationwide.

It is recognized and listed by the

Malaysian Book of Records as the largestbookstore chain in Malaysia, with over

600,000 square feet of retail space. There

are 67 POPULAR outlets located in

major towns of Malaysia.

Product Features POPULAR carries a wide variety of

fiction, non-fiction and general interest

books in English, Chinese and Malay

languages, as well as school textbooks

and revision books. In addition, it also

offers a wide selection of magazines,

stationery, multimedia products, gift

items and CDs.

Positioning ,It is a one-stop center for all schooling

needs and for avid book readers from all


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walks of life.

,Strongly positioned as a trilingual

bookstore that serves the readers with

plethora of reading materials.

Promotional Strategies ,Print ads for promotional sales

,Contests

,Book fairs

Advertising Schedule ,Update customers about promotions

regularly through social network

platforms such as Facebook.

,Organized many promotional sales.

,Have organized a few contests for

storytelling and object counting.


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b) Kinokuniya Bookstores

Company Background A Japanese bookstore chain operated

by Kinokuniya Company Ltd. founded in

1927, with its first store located

in Shinjuku, Tokyo. Books Kinokuniya is

known for the immense size of its

bookshop.

Product Features Kinokuniya Malaysia offers the largest

range of books with over 300,000 titles in

English, Japanese, Chinese and Malay.

The book range is extensive, including

adult and childrens literature, graphics

novels, art and design books, social

sciences, performing arts, and lifestyle

titles. A Japanese section also carries out

the latest Japanese bestsellers and an

interesting selection of manga, art and

craft titles, idol photo books, magazines,

catalogues, e-Mooks and more.

Positioning ,Bookstore with the largest range of

books in Malaysia.


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Promotional Strategies ,Contests

,Membership discounts

Advertising Schedule ,Have organized a few contests for

storytelling and object counting.,Arts and photography exhibitions are

also held from time to time in stores at

the Arts Design section.


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6.2 Indirect Competitors

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