Harlequin Enterprises: The MIRA Decision Jimmy Billard Hannah DeCelles Mackenzie Farwell Gaetana Gianfriddo Katlyn Nicholson 18/10/2012 Harlequin Enterprises: The MIRA Decision Problem Identification Harlequin‚ a popular publisher of women’s romance novel series‚ is concerned with whether or not they should shift into the market of single-title books. Harlequin is generally known for their popularity in the publishing of romance series however‚ given the halt in growth of market
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The primary issue facing Harlequin is the "steady loss of share in a growing women’s fiction market"‚ due to the growing popularity of single-title novels. With the volume sales dependence that is inherent in series publishing‚ the unit sales stalling that occurred in the late 80’s and early 90’s acted as a warning signal to Harlequin. A change in pricing strategies enabled revenues to continue to rise‚ but this was a short-term solution and Mira has the potential to become a long-term solution.
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must have internal resources andcapabilities that have specific characteristics as regards as Value‚ Rarity‚ Imitability and Organization.Resources can be financial‚ physical‚ human or organizational. As far as financial resources are concerned‚Harlequin has been in business since 1964‚ so it must have a reliable source of money‚ either throughbonds‚ equity or retained earnings. Physical resources include its ability to reach many internationalmarkets and its distribution channel. Human resources
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HARLEQUIN Case Analysis Memorandum The Harlequin MIRA decision Alex Gold 13 Strategic recommendation of Harlequin’s MIRA Program Harlequin Enterprises: The MIRA Decision After examining Harlequin’s current strategy‚ market position and opportunities available‚ I recommend that Harlequin should enter single-title women’s fiction market with a campaign strongly focused on the romance genre‚ featuring some of the best-selling authors that were once Harlequin series authors. I will
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Harlequin Enterprises: The Mira Decision Harlequin Enterprises has dominated the series romance fiction novel market since the 1970’s. Harlequin has fought off every major competitor in this genre and maintained consistent performance for multiple decades. Brand loyalty‚ worldwide production capabilities‚ production efficiencies‚ creative control‚ and distribution are the strengths that Harlequin utilizes to dominate the series romance genre. Having a consistent product has helped Harlequin
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quantity forecast and print cost effectiveness. Low printing costs – Harlequin subcontracted its printing requirements; thus it was able to lower printing costs by half compared to single-title publisher Dominant publisher of series romance – Harlequin had 80% market share in the series romance market. As a dominant player‚ Harlequin had low advertising and promotion costs compared to other players. Broad variety of products – Harlequin positioned each series distinctively based on genre and level of
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Harlequin’s leading position as the world’s largest romance publisher is unbeatable. MIRA‚ Harlequin’s proposed single-title program would focus exclusively on women’s fiction. MIRA’s launch would provide the opportunity to continue Harlequin’s history of strong revenue growth. Risks: * The author’s reputation‚ the subject matter‚ the publisher’s decision‚ insiders’ judgment * If the publisher failed to sell enough books‚ the losses could be substantial * Orders/sales were not as
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Harlequin Enterprises: The MIRA Strategy Faced with stabilizing growth in the series romance market‚ Harlequin must launch the MIRA program by focusing exclusively on women’s single title romance novels. By entering the growing single title market‚ Harlequin takes a capitalistic stance towards the weaknesses exposed in the competitive environment and is able to leverage its existing business model to build upon a well-recognized brand. Acute awareness of the industry forces and Harlequin’s value
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CASE ANALYSIS MEMORANDUM - HARLEQUIN ENTERPRISES May 10‚ 2013 Name: Asad Jawed Student #: 135817660 BU601 - T5P HARLEQUIN ENTERPRISES To: The Torstar Board From: Donna Hayes - VP of Direct Marketing Date: June 1‚ 1993 Re: the launch of MIRA - single title initiative Harlequin Enterprises has been able to capture 80% of the series romance market. Our great existing strategy (see exhibit 1) has allowed us to be the biggest player in the series romance market. Now we face the opportunity
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Issues Harlequin‚ the successful company produces series romance products was founded in 1949 and had become a symbol representing series romance fiction. The Vice-President of direct marketing‚ Donna Hayes stated‚ the demand for single title women’s fiction grow continuously while the demand for series romance remains stable. As the result‚ the problem Harlequin has is whether or not to launch MIRA‚ a new line of single-title women’s fiction novels and if so‚ how to launch it. Analysis Harlequin
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