Marketing Strategy Analysis

Shop Around The Corner Marketing StrategyRight Marketing Strategy:Ideally locatedAtmosphere is conducive to customersGood number of loyal customersDedication and passion of bookstore workers Unique activities for children

Shop Around The Corner Marketing StrategyWrong Marketing Strategy:Limited target marketLimited productsNot open to future expansionUltra-traditional way of conducting businessNot adaptive to current customers ‘need

Q: How can Shop Around the Corner survive competition? What could it have done differently to survive?

Innovative Marketing strategyRapid growth strategyProduct promotionDiversification (Offering /Introduction of new products)Comprehensive market study/survey

Was Fox strategy ethical? In what areaswere there possible ethical issue?

(1) Fox’s tendency to drive out competitorsEthical, as long as it is fair, not hostile,and without intimidation.

(2) Fox’s opening of a bookstore with a name almostsimilar to Shop Around the Corner. Ethical, as long as it is not intended to lure similar customers

(3) Fox’s pirating of Shop’s book writer.Ethical, the writer’s decision to leave was voluntary.