Essay - Gap Analysis: Harrison-keyes Harrison Keyes is a Well Known and...

Gap Analysis: Harrison-Keyes

***** Keyes is a well known and successful publishing house. After having managed to satisfy their customers needs for years, it now finds *****self in a situation which might degenerate ********** a general crisis. The company decided to invest in e-books, but the marketing campaign failed. ***** failure was caused by a series of factors such as ***** loss of the main supplier, ***** lack of communication between the teams, the fact that ***** teams goals were not integrated into a single purpose, the ********** of a b*****ck up plan, etc. Additional issues ***** the company must address are represented ***** the resignation of the former CEO and ***** tension felt among the workers. A new ***** means a new vision regarding business. This vision must be well defined and communicated to the staff in order to ***** able to define a strategic ***** plan to get the company out of the crisis. At the same time, an internal communication campaign needs to be implemented at all ***** levels in order eliminate the tension and better motivate ***** employees.

Situation Analysis

Issue ***** Opportunity Identification

There ***** a lot of issues that Harrison Keyes needs ***** deal with in ***** to make sure that it will survive. The ma***** problem is that while the ***** ***** ***** implement a *****rketing ***** in order to promote e-books the campaign failed and instead of making the planned 16 million profit, they only managed to cash in 3 *****. The factors which contributed to the current ***** are the following: the loss of the main supplier of digitizing, the absence of a b*****ck up plan in case of *****, scarce cooperation and *****tegration between the teams, poor internal communication, ***** motivation ***** the *****.

The company conducted a market research ***** demonstrated that there ***** a large interest in e-books. Harrison Keyes implemented a m*****rketing campaign which had been conceived according to the patterns they ***** been used before ***** have proven their efficacy before. Since the campaign failed, the problem resides either in a ***** campaign that did not properly tar***** the cus*****mer or ***** a marketing campaign that ***** ***** adapted to the cus*****mer's profile. Regardless of the case, ***** issue appears to be a ********** definition of the ********** market and the best means in ***** to reach it. Since other publishing houses ***** making prof*****s through *****, a better identific*****tion of the target ***** represents a big opportunity for fur*****r profits.

The failure ***** sell as many e-books ***** planned was caused partly by an unexpected event, the floods in Asia which ***** the company's s*****plier to go out of bus*****ess. The fact that there was no back up plan caused a four week del*****y which had visible consequences. In addition to creating such a ***** up *****, the company must also implement a better ***** communication campaign in order to better ***** the employees and provide better cooperation ***** the teams as well as an