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Parul's Profit Predicament: Growth and Branding Challenges of a Publisher
內容大綱
Parul Prakashani started out as a textbook publisher in 1961. Slowly, it diversified into a wide repertoire of non-textbooks for children, young adults and adults. In early 2013, the non-textbook division of the company is not earning enough revenue, while strong revenues are coming from textbooks. The major issue faced by Parul is how to grow the non-textbook business. This requires significant branding activity and a marketing communication plan. Phasing out the non-textbook business is not an option, since it is close to the founder’s heart and lends prestige to the company. The major dilemma facing the founder is whether to allocate more resources to the non-textbook division to improve growth, and if so, how to allocate these resources. Parul must think up new products and new markets in order to stay in the business of publishing non-textbooks.
學習目標
The case involves various issues of strategic management, such as growth strategy (the application of Ansoff’s Matrix), marketing communication, organizational structure and management of small businesses, brand elements and brand strategy. Students will:<ul><li>Analyze the role of a growth strategy and how it can be used to devise a product/marketing strategy (the case could be used to discuss Igor Ansoff’s growth strategy matrix).</li><li>Apply communication strategies for non-traditional and online marketing communication, such as leveraging social media.</li><li>Realize the need for a branding strategy for a small business.</li><li>Understand the changes that take place in a small business as it grows, as well as the role of the entrepreneur (and his or her vision) during this process.</li><li>Appreciate the changes taking place in the publishing industry, including e-books.</ul></li>