Bookstore Marketing Plan

3746 Words Dec 2nd, 2010 15 Pages
Harrisburg, PA 17110-2999

For the purposed business of

HACC’s Overholt Bookstore

of Harrisburg Area Community College

December 5, 2010

Table of Contents

Page
Executive Summary...........................................................................................................................
Situational Analysis........................................................................................................................... Company Analysis........................................................................................................................ Derrick Beards,
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This market’s consumer demographic ranges from 10 to 50 years of age. Mr. Beard has secured a 10 year partnership between EA Sports and DMC for all Marketing Plan rights. His knowledge of diverse age demographics and “Speed Branding” will be a cornerstone of our marketing plan to understand the complexity of consumers at a community college.

Jonathan Fertal, Cofounder and Vice President of Technology, has had a long term partnership with Apple Inc. since the conception of DMC. DMC’s first major marketing campaign was for Apple’s iPad and iMac. While working with Apple’s CEO Steven Jobs, Mr. Jobs was impressed with then little know marketing company comprised on community college students. With Mr. Job’s assitance and guidance, DMC became to be known in the Marketing Industry as “The Apple of Advertising,” because of its uncharacteristically innovative marketing mixes. Jonathan’s double Masters Degree in International Business and Marketing from University of Pennslyvania’s Wharton School of Business has shaped his understanding of global consumer habits. Currently DMC the exclusive rights to Apple’s marketing program. Mr. Fertal’s undertanding of technology as a cornerstone for education will be utilized.

Mihir Patel, Cofounder and Vice President of Theater and Entertainment/Public Relations, played a key role with his marketing mix for the Broadway smash hit Avenue Q and Jersey
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