Marketing Strategies for University Press Business

Abstract

          This academic article aims to present appropriate marketing strategies for university press businesses by studying related theories and research, including organizational analysis using the 7-S McKinsey framework, competitive environment analysis using Porter's Six Forces Model, and the application of the 7Ps marketing mix. The study finds that university press businesses need to develop interconnected organizational components according to the 7-S McKinsey framework, including flexible organizational structure, quality-focused strategy and digital services, efficient operational systems, participative management, continuous personnel and skills development, and shared values emphasizing quality. Porter's Six Forces Model analysis reveals significant factors affecting business operations: intense competition with private press companies, bargaining power of suppliers and skilled labor, diverse customer needs, threats from digital media, high investment barriers, and importance of complementary products. For the 7Ps marketing mix, businesses should develop quality products, set appropriate pricing, develop mixed distribution channels, implement effective marketing promotion, develop personnel, create standardized processes, and develop suitable physical evidence. The focus should be on becoming a hybrid service provider combining traditional press and digital services.