Book Publishing Case Analysis

The Book Publishing Industry:

An External Analysis

Marketing Plan Project Team 6

Comm 352 (04)

Maureen Bourassa

February 8, 2011

Table of Contents

Introduction 1

Macro-Environment

Technological Trends 1

Economic Trends 2

Political Trends 3

Demographic Trends 4

Socio-Cultural Trends 5

Ecological Trends 6

Micro-Environment

Channel Members 7

Competition 8

Conclusion 8

References 9

Appendix A – Population Distribution 11

Introduction

The publishing industry in Canada has remained largely unchanged in terms of production and operation since its inception. Books are still created using the same principle binding methods, and they are shipped to, and sold in bookstores across Canada. However, the book, a physical representation of information and knowledge, has recently undergone a more intangible transformation. Electronic books (eBooks) have exploded in popularity across North America, and are quickly becoming popular among all demographics. (Prpick, 2010) The almost ubiquitous nature of computers and other electronic devices means that more and more people are looking to digital forms of information, and the publishing industry is scrambling to come up with a strategy that can satiate this trend. (Gatto, 2010) The technology associated with eBooks offers both opportunities and threats to the publishing industry, and it will be the way that the publishers approach these that will determine the future of the industry.

Macro-Environment

Technological Trends

There are several opportunities available to publishing companies in Canada. The rapid advancement of the electronics field means that ideas and concepts that might not have been possible with devices in the past could