Project Name: Online College Bookstore

Company name: Jordan students

BA 309- SMALL BUSINESS MANAGEMENT
Instructor: Dr. Islam A. Azzam
Marketing Department 2010-2011

Integrated Marketing Communication

By Pioneer Group

:Name
Online
Bookstore
Jordan
Irbid
University street
Ph:02/5214758
Fax:95297541
www.jordanstudents.jo

Executive Summary
Jordanstudents.jo is a student-to-student Internet marketplace
providing
college students with the opportunity to buy, sell and
Trade college textbooks, participate in auctions, post classified
ads, and
Buy products for college.

Executive Summary
Jordanstudents.jo will enable students to buy, sell,and trade
used textbooks directly to other students, by-passing the
.university bookstores
By sellingtextbooks to other students, the seller can receive
more money than the bookstore will pay and the buyer can
.pay less than the bookstore charges

Marketing
strategy
Jordanstudents.jo
will offer college students

unique blend ofproducts, services, and content

that is not offered by any single company on the
Internet. The Jordanstudents.jo willaggregate
participants, products, services and content to
createa student-to-student marketplace and retail
.website targeting college students

Sample of Products/Services

Pricing

Promotion
The Jordanstudents.jo overall advertising and
promotional objectives are to:
Acquire customers and generate sales.
Position The Jordanstudents.jo as the market leader.
Increase company awareness and brand name
recognition among college students.
Collect market research to create immediate and
long-term marketing plans.

Promotion methods

Posting Flyer in and around campuses

Direct Mailings
University and local newspaper advertising
Indoor/outdoor billboard advertisements
Links on related web sites
Traditional media including direct mailings, magazines, radio and
TV
Registration with all the major search engines

ace/distribution strategy
World Wide Web
The Jordanstudents.jo will opening retail outlets
in proximity to college campusesto support and
complement the online presences.
We will establish relationships with distributors
that offer shipments directly to the customer.

Objectives & Goals

The Jordanstudents.jo will strive to achieve the following

objectives:
Become theleading Internet student-to-student marketplace
Attract 500,000 registered users in the first year
Achieve 50,000 visits per month
Establish sustainable profitability within the first year

Market
Segmentation

Geographic segmentation:

We can make Geographic segmentation by

university location such as Yarmouk
University(40,100 student)(6), just university
(21,559 student) (4), Jordan University(37,692
student)(5), etc (wikipedia.org)

Market Segmentation
Demographic segmentation:
Age: 18 to 30 years
Gender: male &female
Faculty
Student major in university
Student level in university

Competition analysis
1-Bargaining power of buyer
- Putting a fair prices, all benefit from a winwin strategy.
-In achieving competitive advantage buyer
didn't need to bargaining us with price.

2- Bargaining power of supplier

-The major supplier is students, An addition, there is a three wholesaler located in
Amman we have to maintain a good relations and create strategic alliances
with him.

3- Threat of new competitor

-We have to achieve competitive advantage that hard to
keeping pace with it

4- Threat of substitute product

-In the landscape of students market there is no substitute for courses

5-Intensity of rivalry among existing competitor

-It should be to take into consideration all competitors.
-We have to achieve competitive advantage that hard to keeping pace with it.

Major competitors
-University Bookstores
The strengths of the traditional university bookstores are current
customer relationships and location to the University ,Ease of returns,
The ability to pick up items for immediate use, Accurate information
on what textbooks students need for their courses, The trust and
security of buying from a well-known source with an on-campus
location.
The major weaknesses of university bookstores are the limited product
selection and lack of value added services that can be offered online.
-local wholesalers and retailers
-Online sellers

S.W.O.T Analysis

P.E.S.T Analysis
Political factor
Government intends to encourage Jordanian businesses to
offer online services and applications (including via mobile
phones), especially e-commerce services, in order to grow
their businesses. This will include efforts not only to service the
Jordanian market but also to increase the export of goods and
services by Jordanian businesses. (Ministry of Information and Communications
Technology; http://www.moict.gov.jo/ar_MoICT_National_E-Commerce_Strategy.aspx))

P.E.S.T Analysis
Economic factor
:We need to look at
Interest rates.
The level of inflation Employment level per capita.
Long-term prospects for the economy Gross Domestic Product (GDP) per capita,
and so on.
The goals of national E-commerce strategy
is to increase the wealth of the Jordanian
people through the development and
exploitation of e-commerce.
This is the overarching goal. It will be
achieved by:
Exploiting the strengths and the
opportunities of the ICT sector.
Introducing consumer e-commerce to
Jordan.
Enhancing business performance and
international trading links using ecommerce. (Ministry of Information and
Communications Technology;
http://www.moict.gov.jo/ar_MoICT_National_ECommerce_Strategy.aspx))

Social factor

P.E.S.T Analysis

The e-commerce strategy will also have an impact on

social conditions through increases in employment,
decreases in the cost of goods over what they would
have been otherwise, greater access to goods and
services, particularly in rural areas, and more variety in
goods and services.
People will have more choice and will be able to
obtain goods and services with less travel and expense

Technological factor
The relatively low cost of constructing a new
web site allows us to construct a site with
perfect security to the company and most
convenient to the customer.
In general There is a prosperity & rapid
development in technology and its application.

Analyzer Strategy

We take less risk and make less mistakes than a

prospector, but less committed to stability than
defenders. We tend to expand into areas close to
existing core competency.
We make incremental improvements in existing
products. gradually expand existing markets.
trying to maintain a balanced portfolio of products
with some stable income generators and some
potential winners. watch closely the developments
in industry but dont act until we are sure that the
time is right.

Human and financial capital

This company is sole proprietorship owned and
financed by Aasem al-Sayyed sulayman.
We need employees in e-commerce strategy, website
architecture and design and graphic design.
Additional employees may be required in the areas of
senior level management, Web development,
marketing, sales, human resources/recruiting,
administration, customer support andother critical
operational positions.

Timetable and action plan

We have to make action schedule showing the
various actions to be taken on a month by
month basis.
Within the context of a timetable must be
provision for tracking all of the various
activities.

Evaluation

This is perhaps best done with a quarterly review meeting at

which all of both primary and secondary objectives are
monitored to see if the targets which have been set are being
achieved.
It should be expected that not all will be, and that changes
have to be made to bring the results in line with the
objectives.

THE END

Thank
You