EXECUTIVE SUMMARY

THE UNIVERSITY OF ARIZONA BOOKSTORE

In order to help the University of Arizona’s Bookstore strengthen areas of weakness,
our team created a plan to develop an app. The plan we have developed will lead the
Bookstore into a new market of online retailing and will help create more of an
accessible way for the target markets to purchase products and services from the
Bookstore. The strategies and app development research our team has gathered will
ensure the client and instructor that our team is prepared with strong research and
information to effectively assist the UA Bookstore. In the executive summary plan,
you will find our team’s key research, analysis, recommendations, and
implementation plan.

S I T U A T I O N

Our team decided to focus on three main challenges that are

occurring for the client; decrease in foot traffic, limited e-
commerce outreach, and the effects of Covid-19. Our team’s
specific project scope focused on the research we would need to
do on the Bookstore’s e-commerce outreach as well as what we
54% of consumers could do to fix the decrease in sales from the duration of Covid-
think apps are 19. In order to accurately assist with any of these challenges, our
easier than mobile
team conducted research in multiple key areas.
sites

UA students K E Y R E S E A R C H

UA Alumni
COST MARKETING
COMPETITORS $70,000-$90,000
Instagram
Amazon Rest of budget
QR Codes
My College on marketing
UA faculty App purchase
Bookstore Depends on
promotions
Target features

A N A L Y S I S

Moving forward, we had to also analyze our findings and figure out the most
efficient solution for the Bookstore based on the research and the solution we
proposed. A key takeaway from our areas of research is that apps are becoming
the new primary way consumers engage with online retailers. The consumer has
evolved into someone who strives to find the most convenient and fast shopping
experience. Our target market that we surveyed is interested in an app but in
order to affectively market the app we would need to utilize social media.
 R E C O M M E N D A T I O N S

A solution we have FEATURES MARKETING PLAN

INSTAGRAM:
identified for the Order tracking & Post 3 times a week
Bookstore to strengthen pre-order during the development
their business overall is process, 1 post should be
the possibility of creating Product & service about the app (includes
an app. The areas the client stories)
search bar
INTERNAL MARKETING:
is wanting to improve that Set up posters, flyers, and
Wishlist &
we chose to incorporate QR codes in-store.
product reviews
into our plan would be Provide links on website &
in-app purchase
enhanced with an app. MIMIC WEBSITE'S DESIGN
promotions

N E X T S T E P S

STEP 1: APP STEP 2: SOLIDIFY APP STEP 3: MARKETING

DEVELOPERS
The Bookstore would first
want to get in contact with
app developers. At this step,
the client can solidify a cost
Ultimately, the features should
based on what they would
want the app to consist of.
Lastly, the client should create
Next, the Bookstore should
and solidify a marketing plan.
solidify what features will be
The marketing plan should
on the app. These features
consist of posting on Instagram
should encompass what the
3 times a week and 1 post being
target market prefers.
about the upcoming app. They
should also plan to have QR
make the app experience as
codes placed in store as well as
convenient as possible.
marketing the app through
their own website.

T I M E L I N E

MONTH 1 MONTH 3 MONTH 5

Meet with app Continue to App should be

developers, MONTH 2 solidify design MONTH 4 finished, launch
create app plan, and features, to the public &
begin marketing cont marketing enfore promos
Analyze research, Test app on test
solidify features group, fix any
and design, cont. errors identified,
marketing announce
promos
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