A Case Study of Harlequin Publishing

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Harlequin Romances: Strategic planning SWOT Strengths Harlequin is one of the most famous mass-market publishers in the world. It primarily publishes romances, largely directed towards female readers, under a variety of imprints. Some of these romances are historical, others are contemporary. Some are extremely explicit, while others are more innocent. While certain aspects of these different lines vary from imprint to imprint, there is a great deal of consistency to Harlequin's brand image. Almost everyone knows that a Harlequin is a romance, and the brand name is synonymous with romance, much like Coca-Cola is synonymous with soda. Weaknesses The publishing industry is struggling in many areas. Customers have a great deal of other reading material they can access online. Readers can read cheaper, self-published novels on their Kindle, or surf free content online. Also, the Harlequin image amongst some women is seen as out-of-date, given contemporary feminist mores. Opportunities Harlequin is seeking to enter the self-publishing and e-publishing market to diversify and modernize its options. Creating books solely for online reading suits the Harlequin model, given that there is a strong emphasis on creating disposable books for pleasure. Reading online, consumers will no longer have to 'get rid' of their old Harlequins at garage sales, given that they can access the content virtually and dispose of it electronically when finished. "Romance readers buy in

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