The Canongate publisher is a world-famous publisher that been working since 1973; Canongate publisher publish the books on different kind of topics. They are covering various topics of life as medical field, science, lifestyle related topics as romance, and autobiography of the famous celebrities. In the report competitive analysis of the Canongate publisher company is discussed in detail. The external environment research is also discussed in the report through the PEST analysis. However, report also covers information of the external competitive market and strategies for the new book that company is now going to be introduced in the market. The books is related to the professional insight to mental illness. In the book advices and recommendations are given for the readers.

Background and Context Data of The Canongate publisher
List of series of The Canongate publisher

The Canongate publisher was established in since 1973. Canongate publisher house is working as the merge company of the random house. However, in 2015 “reasons to stay alive” by Matt Haig, got the success. The company got popularity and awarded for publishing the successful work. However, Canongate publisher has publish various books that get the success. Canongate publisher also wrote books on self-help book and through this publishing Canongate publisher get the success in the business.

The series offered by the Canongate and Penguin Random House competitor’s company are enlisted below:

Size and Profile of The Canongate publisher

        Competitive analysis of the both companies indicate that size of the competitor’s company “Canongate” is larger than the Canongate publisher. Canongate publisher is covering 12 sites of the United States and other areas of the European and Asian countries.  Canongate Publishing Company is working in a large market that includes the countries other than the United States. Canongate publisher is covering the audience with the childhood age to the old age people they publish different types of books for all type of people. The market covered by the Canongate is based on the children, young generation, adults and old age people. However, they are mainly focused on the 25- 40 years old people.

PEST Analysis of The Canongate publisher

    PEST analysis provide information about the external environment of the company. Below mentioned analysis of political factor, economic factor, social factor and technological factor will discuss the environment for the new book that company is going to publish.

Political of The Canongate publisher

    The political environment of the targeted market is stable there are very limited chances of conflicts in the politics. The government of the United States is somehow facing the threats from the terrorism that is a negative point for the new book business (Kotler, 2008)

Economic of The Canongate publisher

    The economic condition of the United States is supportive for the new book as overall economy of the country is strong. People have strong buying power because of stable economic conditions.

Social of The Canongate publisher

A large population of the United States still love to read books. Increase in the population of the targeted market is also a good sign. However the social environment of the targeted market is full of competition for the new product.

Technological of The Canongate publisher

People are familiar with the technology. Therefore they will also support the e-book version.

Internal aspect of Content of The Canongate publisher

Strategic Positioning of The Canongate publisher

    The strategic positioning is to provide a large variety of the books and pay maximum attention on marketing to build companies image in the market.  Strategic positioning of the competitors to expand the market shares by enlarging the targeted market.

Formatting of The Canongate publisher

    The book will be provided in the both formats print and digital. Competitor of the company is also offering both format for their published books.

Type of authors of The Canongate publisher[

    There are various types of authors working the company as researchers, academic writers, successful business man, and story writers. Company can get the assistance of the medical field / health care related expert for the review and writing of the book.

Profitability of The Canongate publisher

    The main target of the company is to earn maximum profit from the market by setting the best pricing strategy as pricing strategy has direct influence on the profitability of the company.

Pricing Strategy of The Canongate publisher

        Canongate publisher set the prices for the new arty book according to the previously set pricing strategy. In the beginning prices will be set low to grab the attention of the targeted market. Low prices will increase the chances of the sales that will definitely increase the profit margin by increasing the number of sales. However, will setting prices the most important point to be taken into consideration is to cover all cost (as cost of pages, publishing and transporting) and expenses (marketing and administration expense) (Nilsen, 2013).

Conclusion/ Recommendations of The Canongate publisher

        Canongate is the famous publishers that are major competitors of the Arty book and the Canongate publisher. PEST analysis conducted for the Book and Canongate publisher house conclude that economic, and technological factors in the environment are supportive. While the political and social factors are required to be taken into account for the success of the business as changes in these factors has direct influence on the overall business. In accordance to all these analysis and competitive research company should focus more on the advertisement of the company. High competitive environment is a threat for business therefore by focusing more on the marketing and advertisement strategies of the company we can earn better results.

References of The Canongate publisher

Kotler, P. (2008). Principles of Marketing. Pearson Education India. Retrieved 11 03, 2018

Nilsen, A. (2013). The End. Fantagraphics Books.

Saxena, R. (2009). MARKETING MANAGEMENT 4E. Tata McGraw-Hill Education. Retrieved 11 04, 2018