Marketing Analysis: Textbook Division PUBLISHING DRASTIC Marketing Analysis: Textbook Division

Positioning Statement: The Parts Target summary: Product offer: Competitive alternatives: Support:

Positioning Statement: Assembled REPLACE THIS WITH YOUR WHOLE POSITIONING STATEMENT

4 P Analysis Target Market Product Price Promotion Place What does a school district want/need in an American history text? What features can our e-e-book have to meet those needs? What will the e-e American history text look like? What size and colors should it be? What will the title be? Price What is the value of the e-e American history text to the school district? What are the established price points for other American history texts? How price-sensitive are school districts? How will our price compare with competitors’? Place Where do school districts shop for textbooks? How can we access the right distribution channels? Do we need to use a sales force? What do our competitors do, and how can welearn from them? Promotion Where and when can we communicate with our target market? When is the best time to promote? Could advertising in the press, on TV or on radio be helpful? How do our competitors promote their American history texts? Target Market

Potential, Addressable, and Target Markets Potential Market: REPLACE THIS WITH THE SIZE OF THE ENTIRE POTENTIAL MARKET; DEFINE GEOGRAPHICAL AREA AND SOURCE OF INFORMATION Addressable Market: REPLACE THIS WITH THE SIZE OF THE ADDRESSABLE MARKET; DEFINE GEOGRAPHICAL AREA AND SOURCE OF INFORMATION Target Market: REPLACE THIS WITH THE SIZE OF THE TARGET MARKET; DEFINE GEOGRAPHICAL AREA AND SOURCE OF INFORMATION