I. INTERNAL ANALYSIS
a. Present Situation:
i. Current Strategies include expand Copperfield's Books Inc. from 8 million to 15million in four years. To grow in size so they can develop a level of efficiency quickly to avoid unwanted administration costs. They plan to become a favorite in the community based around their new slogan "Creating community, connecting with you"
ii. Current Strengths are not what Copperfield Books Inc. would like them to be at but they do possess several that are very promising for their future of the business. The most important ones are as follows:
1. The company has been known for having a great employee turnover ratio. A great example of this is Art Kusnetz, manager of Copperfield's Petaluma Used and Rare Bookstore, who has over 20 years of experience as a book scout working with book dealers. Montan knows the value of managers like Art and has offered equity with managers in two bookstores
2. They have a strong reputation in the Sonoma county area as being the hometown bookseller, who is involved in the community through cultural events. Not being a superstore having this recognition is very important in the future of the company if they so choose to not become a superstore
3. Breaking into the internet provided value and services to its existing customer base were they could order books 24 hours a day. They also allowed for in store returns on books that were purchased online, which was also offered by competitors
4. Copperfield's inventory of used and rare books was considered to be the largest in the county.& ...