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Jull Moller

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Submitted By Nandirola
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Table of Contents Objective Criteria 4 Current Situation 5 Threat of New Entrants 5 Identifying the Main Resources and Competences of Statoil 5 Identify Root Causes 7 Issue #1 7 Evidence that this is a major problem or issue #1. 7 Symptoms or effects of the problem. 7 Opinions. 7 Issue #2 8 Evidence that this is a major problem. 8 Symptoms or effects of the problem. 8 Opinion. 8 Issue #3 8 Evidence that this is a major problem or issue #3. 9 Symptoms or effects of the problem. 9 Opinion. 9 Issue #4 9 Evidence that this is a major problem or issue #4. 9 Symptoms or effects of the problem. 10 Opinion. 10 Assumptions 10 Define Alternatives 10 Alternative #1 10 Strengths of alternative. 11 Weaknesses of alternative. 11 Overall evaluation of alternative. 12 Alternative #2 12 Strength of Alternative. 12 Weakness of alternative. 13 Overall evaluation of alternative. 13 Alternative #3 13 Strength of alternative. 13 Weakness of Alternative. 15 Overall evaluation of alternative. 15 Specify the selection criteria 15 Optimal Alternatives 16 Short term effects 16 Long term effects 17

Objective Criteria
Juul Møller Bokhandel A/S is in the business of selling text books, primarily business administration books, to university students. The middle-sized bookstore conducts business on school campuses and surrounding areas near various campus. Its main customer is one of Norway’s largest business school, the Norwegian School of Management, which also has a long and strong history with the Juul Møller family. To date, the main objectives of the firm are to not only sell books, but also to ensure that it is meeting the demands of the school curriculum; always having books in stock and ensuring that there are enough copies for students and professors. This in turn allows the bookstore to remain the number one source and dealer for textbooks to all business students at NWS, with little to no threat of competitors. In addition, Juul Møller other objectives included being a large importer and distributor of foreign-language books and acting almost as a consultant to students and staff, advising them on which books and literature would best suit their needs. With the fast and rapidly growth of the internet, Jull Moller’s objectives were also quickly adding on. Besides being just a bookstore, distributor and consultant, Juul Møller was now looking into the possibility of also becoming an Ecommerce business, selling its books online.
The bookstore has been in business since the late forties and has established a close relationship with the faculty at NSM. Its success can be measured with the fact that after so many years the bookstore is still the preferred vendor for the school and continues to be the largest dealer in business administration books in Norway. History is a great measure of success because if a business is not profitable, it will cease to exist eventually. In addition, the fact that Juul Møller had several locations allows it to cater the needs of various students in Norway; its business is not limited to just one city or one campus. Another measure of success is the fact that even after graduation, ex-students of NSM were still using the bookstore as a primary source of business literature. The relationships built and various locations, along with the history with NSM allow Juul Møller to have a measure of success and to allow the possibility for growth in the new Ecommerce market.
Both environmental and tactical factors were impacting the business. The bookstore and book-selling industry was being challenged by the internet. The brick-and-mortar bookstores were now threatened by the internet, since publishers and online bookstores could provide quick and inexpensive access to books to many customers. The internet was now being used as an information and sales channel for products and services, and Juul Møller had not jumped on this bandwagon and was risking losing its business to online competitors. These online bookshops were able to deliver and meet the demands of its customers in less time and for about the same prices that Juul Møller was offering. In addition, because Juul Møller had physical locations around school campuses, Dag never had the need or felt the necessity to use the internet and never found the time to become better acquainted and learn more about computers. Although he stated that they have plenty of computer experience, little was on the internet and the emerging Ecommerce market. The internet was also strongly impacting the bookstore industry as it allows for books to be available or ordered within a quicker timeframe. The case states that one of Juul Møller’s most complicated issue was the ordering of books. This was a lengthy and rather frustrating process and some books were changed last minute in the curriculum and the school would fail to notify the bookstore. In addition, some books had to be shipped from distribution centers in other countries. Moreover, inventory was also a big issue because at times books were out of stock and there will be little to no time of notification. Also, the methods used for inventory were imprecise and not reliable. The internet would eliminate most, if not all, of these issues as it would allow Juul Møller clients to have rapid and on-demand access to a plethora of books.

References
Pearlson, K., & Saunders, C. S. (2012). Managing and using information systems: A strategic approach (5th ed.). New York: Wiley.

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