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MARKETING – CHAPTERS.CA
PROBLEM STATEMENT
How can Chapters.ca create synergies with Chapters Inc. in order to create the best value proposition for the Chapters customer.
SITUATIONAL ANALYSIS
In 1999, Chapters sells 20% of Chapters Online (still owns 70%). ... Canadian competitors would find it difficult to compete due to the lack of wholesalers and the strength of the Chapters brand name. ... and Online
Chapters: trying to integrate Online and Inc. ... However, both units still have Chapters The Whole Company’s best interests at heart. ... Nb: overhead costs will be borne by Chapters Inc. ...
Branding
Chapters Inc. ... Chapters stands for authoritative selection, community, customer service and value. ...
Distribution
Chapters has had to spend 10million on a distribution network, Pegasus, to stock the variety and mix of products necessary.
Approximate Word count = 1128
Approximate Pages = 4.5
(250 words per page double spaced)
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