Contents

• AN INTRODUCTION TO MARKETING MANAGEMENT
• BACKGROUND – STAPLES
• BACKGROUND—STAPLES UK
• ENVIRONMENTAL APPRAISAL ANALYSIS FOR STAPLES UK
• PLEEST ANALYSIS
• PORTER’S FIVE FORCES
• SWOT ANALYSIS
• TARGET MARKETS FOR STAPLES
• MARKET SEGMENTATION
• TARGET MARKET ¬– HOME OFFICE
• JUSTIFICATION
• CUSTOMER PROFILE
• POSITIONING
• SEGMENTATION OF HOME OFFICE
• MARKET MIX-HOME OFFICE
• PRODUCT MIX FOR HOME OFFICE
• MARKET OBJECTIVE (FOR FIRST TWO YEARS))
• MARKET OBJECTIVE (LONG TERM (FOR PRECEDING 3 YEARS ))
• TARGET MARKET – STUDENTS
• JUSTIFICATION
• CUSTOMER PROFILE
• POSITIONING
• SEGMENTATION FOR STUDENTS
• MARKET MIX-STUDENTS
• PRODUCT MIX FOR STUDENTS
• MARKET OBJECTIVE (SHORT TERM (FOR FIRST TWO YEARS))
• MARKET OBJECTIVE (LONG TERM (FOR PRECEDING 3 YEARS ))
• EVALUATION AND CONTROL
• QUESTIONNAIRE
• SAMPLING
• BIBLIOGRAPHY

Description

“Staples UK was formed in 1992 when Staples purchased 48% of Maxi-Papier (Germany) launched a joint venture with Kingfisher (UK).” Staples UK are selling the various types of office products which includes office supplies (calendars, desk accessories, paper), office furniture, and office equipment (computers, printers, fax machines) it also including staplers and staples.( http://www.hoovers.com)
They categories their products in terms of paper supplies, Ink and toner supplies, Technology, Office supplies, furniture and facilities. (http://www.staples.co.uk)
Staples UK is a subsidiary of US-based Staples. Staples operate about 140 stores all over England. Along with stores staples sells office products online and by catalogue. “In a move that will boost its operations in Europe substantially, Staples UK's US parent company has agreed to acquire Dutch office supplies distributor Corporate Express NV for about $2.7 billion.” http://www.hoovers.com/staples-uk/--ID__135095--/freeuk-co-factsheet.xhtml
In 2007, staples sale in UK was 16.1% compared to its sales all over Europe and ranks third in it sales figures in Europe with France and Germany having higher sales of staples product in Europe.