It was an experience that could never been gained if I had not undertake my MBA in the first place. Although it was tiring, those times are memorable. You could smile when visiting again this stores if you have known, met and even interviewed the top management which normal customer do not meet. In this assignment a number of book stores were involved, including Sky Bookstore (Mid Town), Sarawak Plaza Books Unlimited, Times Bookstore (Riverside Parkson), Smart Bookstore (Hock Lee Centre), Benzamine Book Centre (Main Bazaar), Star Book Store (Carpenter Street), MyBookstore (Jalan Haji Taha) and Sinar Suci (Jalan Haji Taha). Although we went to Popular Book Store (Tun Jugah), the management is no where near to be reached. Data collection was by observation and personal interviews. Although the collecting was tiring, the data processing part was hectic and only done in a short matter of time. Fortunately, we manage to present at least better from the other groups.
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| Shop visit in looking for the owner |
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| Owner of SMART Book Shop, myself and Uncle Lim |
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| Benzamine Book Centre in Carpenter Street |
In our findings, the marketing strategy for established book store in Kuching relies a lot on school, college and university demands where the shops liaises with educators (teacher and lecturers) to purchase books in bulks and store for them. This strategy is not just for gaining more business but is the key to the survival of the book store itself. However, book stores in Jalan Haji Taha diversifies its strategy by having a wide collection of Islamic Books targeting the Muslim community itself.
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