Romance Novel and Harlequin
Issues
Harlequin, the successful company produces series romance products was founded in 1949 and had become a symbol representing series romance fiction. The Vice-President of direct marketing, Donna Hayes stated, the demand for single title women's fiction grow continuously while the demand for series romance remains stable. As the result, the problem Harlequin has is whether or not to launch MIRA, a new line of single-title women's fiction novels and if so, how to launch it.
Analysis
Harlequin management is facing the industry turning point and their decision determines whether the company will grow its publishing business or be beaten by its rivals. Harlequin has been applying a packaged, consumer goods strategy since 1968, which means every book was a part of a series that was positioned to certain customers and featuring a particular style. The strategy was evolutional and established Harlequin's dominancy in series romance industry, most of the publishers tried to enter this sector withdrew. It was difficult to compete since Harlequin was focusing on its niche and developing a retail network for distribution was difficult to new entrants. The one who challenged Harlequin, Simon & Schuster(S&S) was Harlequin's distributor of its series products in U.S., Harlequin acquired S&S's serious romance business afterward to avoid further competition. Consistency in products, orders and sales volume are some of the key values Harlequin carries. The content, length, size, formats and print of Harlequin's products are well defined to ensure consistency and the company promotes the brand as a whole. As the result readers favour Harlequin novels instead of particular book or author. The consistency of products allows to predict quantities of monthly prints in order to achieve print cost effectiveness. The management might be hesitate to enter the single title romance industry because of its previous failure and company's good performance in series romance
Harlequin, the successful company produces series romance products was founded in 1949 and had become a symbol representing series romance fiction. The Vice-President of direct marketing, Donna Hayes stated, the demand for single title women's fiction grow continuously while the demand for series romance remains stable. As the result, the problem Harlequin has is whether or not to launch MIRA, a new line of single-title women's fiction novels and if so, how to launch it.
Analysis
Harlequin management is facing the industry turning point and their decision determines whether the company will grow its publishing business or be beaten by its rivals. Harlequin has been applying a packaged, consumer goods strategy since 1968, which means every book was a part of a series that was positioned to certain customers and featuring a particular style. The strategy was evolutional and established Harlequin's dominancy in series romance industry, most of the publishers tried to enter this sector withdrew. It was difficult to compete since Harlequin was focusing on its niche and developing a retail network for distribution was difficult to new entrants. The one who challenged Harlequin, Simon & Schuster(S&S) was Harlequin's distributor of its series products in U.S., Harlequin acquired S&S's serious romance business afterward to avoid further competition. Consistency in products, orders and sales volume are some of the key values Harlequin carries. The content, length, size, formats and print of Harlequin's products are well defined to ensure consistency and the company promotes the brand as a whole. As the result readers favour Harlequin novels instead of particular book or author. The consistency of products allows to predict quantities of monthly prints in order to achieve print cost effectiveness. The management might be hesitate to enter the single title romance industry because of its previous failure and company's good performance in series romance