Marketing plan for Ausiàs Bookshop

Abstract

Ausiàs Bookshop/Stationery is a small family business located on Calle Ausiàs March, 32 in Vila-real (Castellón). It sells products such as textbooks, books for entertainment, school supplies and a lot of accessories such as cases, backpacks and bags. The company was acquired in 2002 by the current owner through a transfer from a different place from where it is located at the moment. The business prospered and the number of customers increased so she decided to expand the product offerings and move to a more spacious establishment. The new location was in the same street, and is where the bookstore is currently situated. The name “Ausiàs” comes from the name of the street where the store, and it is also the name of a famous poet from the 15th Century. As is to be expected, the company works on a local level, catering to the citizens of Vila-real. What most characterizes Ausiàs is the wide variety of products that customers can find in the establishment. Almost all of them have the name of prestigious and traditional brands, and they are distributed around the establishment in an attractive way. The local has also showcases in which it is possible to show to the public some of the products which can be found in the shop. Kindness, confidence, and good customer service are others Ausiàs features. Important to note is that the bookstore is right in front of the Francesc Tàrrega High School and near the Cervantes School. This is great advantage for the business, since many students buy their books and school supplies in the store when needed. For Ausiàs it is important to get information from the high school about what books and material students will need during the next school year. In this way Ausiàs can make a forecast of the future demands. The store is also near another school where younger children study (between 4 and 12 years old) which is also an advantage. Finally, Ausiàs’ prestige in Vila-real must be emphasized, since many of the neighbours know the business and associate it with positive attributes. In the market research described in section 4 this is best shown.