Caso De Estudio, Casadelibro.com

Then to read, understand and analyze the casadellibro.com case, can I conclude the following.

Problem.

Casa del Libro that is the second biggest book seller in Spain since 1923, actually they has nine large stores in the main cities in Spain, their bookstores are considered a cult centers like a meeting place for book lovers, readers, book sellers, author and publishers, with specialized and experienced staff bright the best service to the readers.

Grupo Planeta how drives the Casa del Libro branch was determined to have a virtual bookshop that could be market leader for books written in Spanish, an market than didn´t had a leader competitor, unlike Amazon.com but was more focus to the english books. Grupo Planeta saw an important market in the digital bookshop could provide to the first company an advantage to achieve it, for that reason instructed a well know consultancy firm at the end of 1999 to draw up the business plan.

Casa del libro was the first virtual bookshop in Spain, they acquired the best equipment available in the market, of course the most costly, that platform would guarantee the return, good security, high available and strong and quick growth envisaged.

But pitifully the web generate not so good results, the web need approximately one thousand visits for generated one purchase, is a very low percentage the effective visits, shipments needed numerous labels and documents.

The agreement with the American firm AOL was not the successful than the company estimated, they need hire at least 16 persons include a Technical Director and Marketing Director, in addition decide to arrange for new offices in Calpe in Madrid, the level of the bibliographic database, the oldest platform was develop duplicate the elements in the architecture of the web, with a complex design.

SWOT Analysis.

Its a scan of the internal and external environment, provides information that is helpful in matching the firm´s resources, classified as strengths or weaknesses, and those external to the firm can be classified as opportunities or threats.

Strengths.

- Casa del Libro it’s a strong and most popular bookshop in Spain.

- Excellent reputation.

- Casa del Libro has the know-how and database in the Spain market.

- They are the cultural center for the book lovers, readers, authors and publishers.

Weaknesses.

- 500000 titles not available.

- It’s the second company in the industry and have 1600 distributors, more than twice than the first one company.

- Casa del Libro had a very basic technological platform.

- Need 1000 visits for have 1 purchase in the bookshop.

- Difficult delivery process (2-5 times)

- The website had a design and architecture complex.

- The website had a

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