1.Give examples of needs, wants and demands that Diwan’s customers demonstrate, differentiating each of these three concepts
Before launch of Diwan, bookstores in Egypt had limited selection of books that’s why book-hungry individual were had two choices to gets their need for reading by purchasing from other country or waiting for annual international book fair to purchase their yearlong book needs. Diwan worked on satisfying customer needs for gaining knowledge and reading by offering them bookstore with wide range of book varieties. Moreover, Diwan worked to extend their job to satisfy their customer’s wants by creating culture retail experience which offers a lot of activities for children and adults in addition to serve book-hungry populations. Diwan worked on meeting their customers’ demands by offering a lot of services which include extensive selection of books for different categories, multimedia offers like audio books and DVD, in addition every branch has stationary section that offers products from local & international suppliers.
2. In details, describe all facets of Diwan’s product offering.
Diwan product offering includes the following:-
•Extensive selections in Arabic/English/French in different categories such as the arts & history •Multimedia section which offers audio books, DVD, music CDs & PC games for children and adults. •Stationary section that offers products from local & international suppliers. •Others services such as book binding, children activities, gift wrapping, services for school, event hosting and used books exchanges. •Delivery service.
•Loyalty program using loyalty cards which allow customers to accumulate points based on their purchases. •Diwan have its own website in which offers several features such discussion forums and book clubs.
3.Which of the five management concepts nest describes Diwan?
Diwan built and carried out their marketing strategies based the marketing concept.
4.Discuss on details the value that Diwan creates for its customers
Diwan is more than just a book retailer; it offers lots of activities for children and adults. As well as serving the book hungry populations. Moreover, Diwan has revolutionized the book buying experience that meets the culture and intellectual needs of Egyptian society
5.Is Diwan likely to be successful in continuing to build customer relationships? Why or why not?
Diwan is likely to be successful in continuing customer relationships as Diwan’s priority is customer satisfaction with its welcoming, warm and comforting atmosphere as well as its various services that seek customers’ fulfillment such as delivery and loyalty cards. The key to build strong customer relationship is to create customer value and satisfaction. Moreover, Diwan management team is strategic thinkers who has a long-term vision and are committed to the development of the organization by empowering their teams to increase productivity and customer satisfaction.
