According to analysis experts, EFE is not only selling a product on internet, it is also selling a new concept: using e-books rather than printed books. The distinction may not have been understood. That is why we decided to have three different objectives.
First of all we have to understand why the previous marketing strategies did not work. Our hypothesis is that the product is very innovative and thus not very easy to get familiar with (especially for the targeted customers who are not often very familiar with the use of internet). That is why any usual marketing strategy is likely to fail. We want to understand on which points the undertaken measures failed in order to try to build a new one.
Then we want to get as much information as possible on the relations between the potential customers and their professional purchases on internet. Very often the experts that EFE targets buy their books in bookshops or even go to public libraries. Buying on internet is something to which they are not used and that is why we need to know how we could bring them to change this habit (change the site frame; change the means of paying…).
And of course the most important point is to understand what will bring the customers to buy e-books rather than printed versions. The question we have to answer is: why are they going to buy a product to which they are absolutely not used whereas they are satisfied with its previous form?
[...] Bougon has wanted to revitalize the edition activities by launching new web-sites on which are sold electronic versions of books about the topics EFE already deals with. Nowadays EFE has therefore two main branches of industry: 1. TRAINING: It is EFE's main and most profitable activity. This part of the firm has been so successful that EFE is today one of the leader THE leader of training in France; it has a dominant position in the French market and all its competitors really know that EFE is a great challenger. [...]
[...] Despite the fact that EFE is usual provider of books for the experts, the customers are not able to make any connections between the brand EFE they trust and this new website. The answer to the second question shows that the usual customers of EFE are not really used to use the Internet for professional purchases. The next questions confirm this fact, when many of them for instance say they do not like to use the Internet (fear viruses, prefer printed books ) This implies that this concept is a new product in a market that does not exist yet. [...]
[...] For example, we learnt from our interviews that the clients would appreciate receiving information papers or e-mails to understand or only be aware of the new products at their disposal. Furthermore, there is a problem as regards the relation between the site, EFE and the clients. Indeed, to improve the image of the site among the clients, EFE should link the site with the It is difficult to know under what form this link could be visible, but it could enable the clients to know the site and to trust the site. [...]
[...] That is why selling the books chapter by chapter might be a good idea for EFE. All those conclusions were confirmed by our interview with Mrs. Lauranne Benssoussan Conclusions and recommendations It is obvious that this section of our report is highly inspired of the synthesis we sent to our EFE contact (in French), just like the previous one. A. Results and our interpretation of them First, the type of clients is a first explanation to the low-starting of the site. [...]
[...] change the marketing strategy), and adapt the concept to the specific needs of a target that is not yet ready to a too innovative product Problem definition Description of the company The company we worked for is called EFE and was founded in1988 by Mr. Patrice Bougon. At the very beginning it was only focusing on edition for books about very accurate topics such as law, or tax system. But afterwards this firm became well-known and very successful in professional training activities. [...]
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