1. Marketing Analysis: Textbook Division
PUBLISHING
DRASTIC
Marketing Analysis: Textbook Division

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

3. Positioning Statement: Assembled
REPLACE THIS WITH YOUR WHOLE POSITIONING STATEMENT

4. 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

5. 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