Print center - The printing specialist

Résumé du document

The market of document copying is going decreasing in France. People and companies are mostly equipped with personal printers, and they rarely go to copy stores. The result is that the traditional market is moving toward an electronic market. Earlier, people took their cars to go to copy stores; today, they upload their documents to specialized websites, and they get back their printed documents by post a few days later. The current challenge of this market is to create a new offer that is able to attract people into physical stores. The first step of this study consists of a research of the competitors in this market. The different kinds of companies / products / services playing in the copy market are the following: the cybercafé chains, the personal printer brands, the specialized copy stores, and the companies proposing copy services on the web. Because our new activity is going to be launched in France, this study will be focused on the French market.

Extraits

[...] - The weakness is the outreach of this advertisement which permits to catch only people walking (or driving) around the store. Competitive Analysis Name of product: - Service: print online! Parent company (if known): - http://www.copyself.fr 2 or 3 key features of the product or service: - Upload the file on the website - Choose the delay (fast or normal) - Receive the document at home. Estimated age and gender of the target audience: - Dynamic managers to 45 years old. [...]

[...] - Possibility to order special printing (e.g. for marketing campaign): printing on clothes, flags, caps, special banners, pens, prospectus, stickers and other unconventional support). - Delivery at home or at work. - Re-buy of empty cartridge - A free wireless internet access into the shop small place will be reserved for consumers in the shop) The different available products will be: - A deep range of paper, with numerous choices of size, quality and texture. - A large line of printable support (as defined on the services) - Printers - Cartridges for printers and ink. [...]

[...] A good way to introduce itself on a difficult market is namely to assert itself as the specialist of it. Thus, this service will not be solely the solution for the copy of documents, but a global solution regarding the entire printing market (printers, cartridges, papers, photocopies The services/products will be distributed by two methods: as a specialist of the printing market, six stores will be implanted in the downtown of big cities in France (Paris, Lille, Marseille, Lyon, Nantes and Strasbourg); the company will be also represented by a wide commercial website. [...]

[...] In a general manner, these businesses are located in strong customer catchment areas (as in downtown street, commercial center and propose copy services: printing, scanning, and photocopy. This business is also based on a socialization concept: customers are also people who have already an internet access and a printer. People go in cybercafé as they go in café, because cybercafé is a place where you can meet people or friends and play with them on network games (LAN)[1]. Currently, the cybercafé are owned by chains in large cities (like Easy everything, or Easy Internet Café), but also by private investors in smaller countries. [...]

[...] Print Center is a name, easy to remember and which define perfectly the activity. Furthermore, the initial of this name (P.C.) are absolutely connected with the numeric world. Finally, this name is easily understandable by the French, and the strap line will reinforce the brand: Le spécialiste de l'impression. The term “specialist” is used to remind that the company is high skilled in its business activity: the term “impression” is used for the few people who do not understand the brand name. [...]