According to the website GoHastings:
Founded in 1968, Hastings Entertainment, Inc. is a leading multimedia entertainment retailer that combines the sale of new and used CDs, books, videos and video games, as well as boutique merchandise, with the rental of videos and video games in a superstore format. (Section: company profile, para. 2)
The company also offers trends products, such as toys, t-shirts, action figures, posters, greeting cards, and seasonal merchandise. In addition, the company operates a entertainment e-commerce Web site, www.gohastings.com that offers a selection of books, music, software, videos, video games, and DVDs.
Hastings Entertainment Inc. has 153 stores in whole U.S. Hastings has rooted its business model in opening store locations in markets of less than 50,000 people mostly in Western and Southern states. Over time, the cities and towns grew up around them drawing larger retailers such as Best Buy to enter into the market. Besides, its direct competitor such as Barnes & Noble, Inc. (BKS) and Blockbuster Inc. (BBI) perform not bad in the industry. Especially, BKS does very well. Yahoo Finance states its revenue is more than 5 billion and EPS is 2.146 (section: competitor). Along with the Internet phenomenon, the combination means serious competition and loss of market share within their target markets. For example, some e-business such as Amazon.com has billions market cap.
To make a more direct impression on customers, the company showed its first-ever unifying tagline, "Discover Your Entertainment." Hiebert (2007) said, “Discovery was one of the stores fundamentals and by adding the tagline and changing the language and images on the in-store signage to use more action words Hastings was a ...