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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The Russian sailor in Conrad’s Heart of Darkness is not the hero of the novella‚ but Marlow’s identification of him as a harlequin who presents an "unsolvable problem" leaves readers similarly wondering what to make of the enigmatic character. He seems to reside like the "meaning" of one of Marlow’s tales‚ "not inside like a kernel but outside‚ enveloping the tale which brought it out only as a glow brings out a haze."2 Marlow’s shifting responses to the Russian sailor and his own psychological imperatives
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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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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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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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Single-Title Market Opportunity Financial Analysis A financial analysis of the performance of Harlequin in the North American market indicated that the firm had captured over 80% of North American series romance market by 1990. However‚ its market share for the women’s fiction market was only 5% indicating a significant overlap in the readership of series romance fiction and other fiction stories. C4 Firms Harlequin Simon and Schuster Harper/Avon Total Market Share 19.4% 7.6% 6.4% 33% The C4 for the
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Yes | Yes | No | Yes | Question 1 : Apply the VRIO Framework of Harlequin in series romance fiction 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
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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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Issue Harlequin is the largest distributer of romance series novels but is faced with a slow growth in series novels. Harlequin needs to decide whether they should expand into title-by-title books and how they will position themselves if they chose to do so. Analysis Harlequin is faced with the decision of how they should increase their unit sales and increase their overall revenues. By continuing in series novels‚ Harlequin will not be able to see growth in their company as unit sales are
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Harlequin Enterprise Mira Decision Harlequin enterprise had a competitive advantage in the women’s romance fiction genre up until the 1980’s and early 1990’s. Harlequin faced steady loss of share in a growing women’s fiction market due to the popularity of single title novels. It is costly to imitate but to stay competitive I would recommend that Harlequin perform a limited launch of Mira by re-developing titles in their back-list and generating direct-to-reader sales through the Book Club‚ while
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