Book Publishing Case Analysis
The Book Publishing Industry:
An External Analysis
Marketing Plan Project Team 6
Comm 352 (04)
Maureen Bourassa
February 8, 2011
Table of Contents
Introduction
Macro-Environment
Technological Trends
Economic Trends
Political Trends
Demographic Trends
Socio-Cultural Trends
Ecological Trends
Micro-Environment
Channel Members
Competition
Conclusion
References
Appendix A – Population Distribution
Introduction
The publishing industry in Canada has remained largely unchanged in terms of production and operation since its inception. Books are still created using the same principle binding methods, and they are shipped to, and sold in bookstores across Canada. However, the book, a physical representation of information and knowledge, has recently undergone a more intangible transformation. Electronic books (eBooks) have exploded in popularity across North America, and are quickly becoming popular among all demographics. (Prpick, 2010) The almost ubiquitous nature of computers and other electronic devices means that more and more people are looking to digital forms of information, and the publishing industry is scrambling to come up with a strategy that can satiate this trend. (Gatto, 2010) The technology associated with eBooks offers both opportunities and threats to the publishing industry, and it will be the way that the publishers approach these that will determine the future of the industry.
Macro-Environment
Technological Trends
There are several opportunities available to publishing companies in Canada. The rapid advancement of the electronics field means that ideas and concepts that might not have been possible with devices in the past could