Carnival

Problem Definition

A. Management Question and Dilemma

The goal of the Seahawk Book and Supply is to increase customer base in the store. They are looking to expand their target market, but are unsure of which direction to go. They are also in search of new marketing strategies to further the promotion of their store. Given that our client is not as well known as the UNCW on campus bookstore and their resources and advertising are limited for research, our client’s management question is:

What can the Seahawk Book and Supply do to increase customer sales in their store?

Marketing Research Problem

After researching our client we have determined that they have a lack of customer base. We hope that by effectively sampling the population we can improve the Seahawk Book and Supply customers through improved advertising, promotions and image. This problem exists because much of the population is unaware of the existence of our client. Our team hopes to discover ways that Seahawk Book and Supply can raise awareness.

Marketing Research Objectives

As such, our marketing research objectives are as follows:

• To find what new or modified sales merchandise students would most likely purchase

• Effective advertising that UNCW students would respond to

• See how much of the target market has been exposed to Seahawk Book & Supply

• See what influences student buying decisions

• Reasons that would persuade students to purchase books from Seahawk Book and Supply

• To see if the attractiveness and atmosphere influence student’s decision

Management Decision Problem

• In what ways should we market to incoming freshmen?

• What persuades students to buy from UNCW bookstore and what ways would turn it around?

• When do you buy merchandise and what kind should we offer?

• What makes students notice advertisements? How do we get them to take a second look?

• Where online do students shop for textbooks?

• What would make students go off campus to purchase their books and supplies?

• What percent of people do not buy books?

• What is the range of demographics in our target market?

• Why do students shop for textbooks where they do?

Highlights of Collected Data

For our secondary research we chose to analyze each source using four criteria that we felt evaluated the source and its relationship with the MRP. All the following information only represents a portion of the information gathered from three articles found on websites and databases:

1. Source 1: National Association of College Stores website

• Purpose: The purpose of this article on the website was to show statistically how many college students buy there books online.

• Authority: The source of the article is known. There are some statistics in the article though which raises the question if all is fact. The website is a public known website, but we do not know how knowledgeable the owners are on the subject presented. The overall National Association of College Store Website is a large credible website though with many authors.

• Audience: The data found in this website pertains to college students and is also useful to researchers looking for quick facts.

• Format: This website had a lot of information on it and was easy to navigate. The site was divided into sections that we were able to understand and read.

 They offer books for sometimes half the cost

 24% of students buys there books online

2. Source 2: Students Buy Text Online to Save Money. The Washington Times

• Purpose: The purpose of this article was to show the trend of textbook prices over the years.

• Authority: The source of the article is known. The article is from a public known newspaper,