Marketing plan of Bolsabooks

Abstract

Bolsabooks is a little company specialized in buying and selling second-handed academic books in Pamplona. This idea of businesses was adopted, from similar businesses that already exist in the Nordic countries and the U.S., and developed by a group of students who decided to create the first physical book shop in Spain with these characteristics. The emergence of this type of business appears as a consequence of the lacks that the economic environment has. Being more specific, the Spanish economic crisis has changed the consumption habits acquired by citizens during years due to the decrease in their purchasing powers what leads an increment in second-handed purchases. Furthermore in the social aspect, it is possible to observe that the concern that the society has about the environment and the planet well-being have risen, adding concepts as reuse and recycle In this marketing plan, there are shown a list of proposals and recommendations as a source of improvements that could be done into the company. These are showing the company how to adapt itself to its current market, raising the number of clients and acquiring a higher level of popularity within the Spanish market. On one hand, it has been analysed internal and external environments to establish the actions and proposals. Factors as the resources that the company owns, the actual economic situation, the competence, the book shop field and the consumer behaviour. On the other hand, once that the previous analysis has been done the objectives as for example increasing the sales or raising the number of clients from other book shops, expanding their business throughout Spain at the same time with new shops have been established. Finally, to reach these objectives, 11 action plans have been created to improve the subsistence and development of the company. The indicated marketing actions have been budgeted and delimited in time about when are going to occur so the enterprise can achieve the desired success.