“Strategic framing” as a modern marketing tool for book publishing management

Aim. To study the book market as one of the most specific branch markets where scaling is impossible and the only way to compete is to escape from it, and on the basis of the analysis to give an assessment of the competitive environment of independent bookstores in St. Petersburg.

Objectives. To define the methodology of competitive environment analysis; to characterize the market of independent bookstores in St. Petersburg; to analyze the competitive environment of the most significant independent bookstores.

Methods. The authors used general scientific methods: deduction, analysis and synthesis, logical analysis, methods of marketing research.

Results. The strategic framing provides an opportunity to most fully assess the potential not only of a particular enterprise, but also of the industry as a whole. It allows you to assess the similarity and difference of your strategy in comparison with the strategies of competitors. All competitive niches are used by stores to a greater or lesser extent, which means that a new point of sale, in case of entering such a market, should offer innovation of value, and at least at the level of overlap with the practices of other industries.

Conclusions. We have analyzed a segment of the book market - the market of independent bookstores. The stores were divided into competing groups, and their competitive advantages were evaluated using the so-called strategic framework method, which allowed us to determine that the modern market segment has exhausted the potential of the main value innovations proposed at the initial formation. On the one hand, this means increased competition and the need for old players to offer better service, on the other hand - the need for new players to create new values for the consumer.

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