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Case study: Al-Sharq for Bookstores-Diwan Diwan Bookstore is a leading book seller in Egypt. Driven by their passion for reading and culture, five friends created a recreational cultural experience. Before the launch of Diwan, some bookstores in Egypt stocked only a limited selection of books. In order to acquire their desired publications, book-hungry individuals used to wait for the annual international book fair held only once a year, individuals had to pay a lot of money to satisfy their yearlong book needs. For this reason, Diwan is considered a pioneer in the book retailing industry in Egypt. Motivated by their passion for books, the friends' idea of a boutique bookstore that sold niche products came to life. Services offered by Diwan include, first, an extensive selection of books in different languages and different categories, such as the arts, history, and fiction. Secondly, a multimedia section offers audio books, DVDs, educational CD-ROMs, music CDs, and PC games for both children and adults. In addition, Diwan offers more than just new multimedia releases; it also offers classics which aren't easily found in the Egyptian market. Also, Diwan has a stationery section in every branch that offers products from local and international suppliers, artistic calendars, bookmarks, and notebooks. Last, but not least, Diwan offers a variety of other services such as book binding, children's activities, corporate gifts and services, gift-wrapping, services for schools (including field trips, supplying books for school libraries), event hosting, and used book exchanges. Diwan's priority has been customer service and satisfaction, which was one of the reasons why services such as delivery and loyalty cards to accumulate points were established. The success of Diwan would not have come about without an exceptional management team. They are strategic thinkers who have a long-term vision and are committed to the development of the organization. In addition, Diwan has partnered with several strategic partners who are passionate about the revolutionary transformation of the book culture in the Egyptian society. Diwan's management culture is based on the passion that drives people to do what they do best while enjoying it. One can see the values that have been set up from the beginning and which have played a gigantic role in its success, such as passion, transparency, and sensitivity to the needs of the community. These values also emphasize teamwork. Trust, recognition, social responsibility, and innovation are also essential elements. Moreover, Diwan is constantly and relentlessly striving for innovation and the creation and implementation of new ideas that will further transform the concept of the traditional around-the-comer bookstore into a cultural center. This innovativeness comes from constant learning in order to enrich and broaden customers' horizons. Consequently Diwan has developed its own website in which it offers several features, such as discussion forums and book clubs, as well as insightful and inspirational daily entries on history, culture, and arts. In an effort to sustain its market share, Diwan's innovativeness is impeccable. The next step for Diwan is to introduce e-books, making use of the spread of different technologies such as Apple's iPad and Kindle. Also, to expand the range of social-related events, such as lectures given by prominent people on different subjects. Based on what you studied in BE200 course, the case study, and other external resources, answer the following questions: Q1. (50 marks.) Understanding customers needs and the marketplace is a very important step in the marketing process. These needs and wants are fulfilled through market offerings. A. Give examples of needs, wants, and demands that Diwan's customers demonstrate, differentiating each of these three concepts. B. In detail, describe all facets of Diwan's product offering. Word count: 500 words. Q2. (50 marks.) Marketing management wants to design strategies that will build profitable relationships with target consumers. But there are many orientations that guide these marketing strategies. A. Discuss the five marketing management orientations that guide marketing strategy. Which marketing management orientation best describes Diwan? Explain your answer. B. Discuss in detail the value that Diwan creates for its customers is Diwan likely to be successful in continuing to build customer relationships? Explain your answer with examples. Word count: 500 words