bookstalls became increasingly popular. By 1900, the company controlled most of the bookstall and newspaper
trade in Irelandz.
The business continued to expand throughout the 20”‘ Century and today Eason is lreland’s largest book retailer
with 60 stores in both the Republic of Ireland and Northern Ireland employing over 1,000 peop1e3. Eason also
operates a newspaper magazine distribution arm and two companies in South Africa, which sell mobile phone
card ‘top-ups’ and prepaid electricity. Details of Eason’s current business divisions are outlined in Figure 1.
Eason’s Retail Business

Eason’s retail outlets are located in prime positions throughout the island of Ireland, including high street
locations, shopping centres and train and bus stations. In 2010, Eason secured its presence in Dublin Airport
(Terminal 1) and Cork Airport with the acquisition of seven airport stores from the insolvent Hughes & Hughes
book retailer. These airport stores operate under a five year licence from the Dublin Airport Authority (DAA).
Eason has a total of 60 stores throughout the island of Ireland, more than a quarter of which are franchises.
Eason’s franchising strategy enables the business to grow its market share while avoiding the logistical
problems and financial outlay involved in opening new stores. It opened its first franchise store in Monaghan in
2004 and now has a total of 16 franchise arrangements spread across the country from Donegal to Dungarvan4.
Eason stores Stork an extensive range of books, newspapers, magazines, greeting cards and stationery. Some
shops also stock music, DVDS, toys, art and craft supplies, computer accessories and confectionery. In-store
cafes are also available at selected Eason’s high street stores.

Eason’s Internet Presence

Eason’s online store was set up in 1998 to enable customers to purchase books and Eason gift cards through its
website at http://www.eason.ie. This website sells both books available in its retail shops as well as over 4.5
million additional titles not normally carried in all its shopss. Eason started selling electronic books (e-books)
on its website in March 2010 and now offers a limited range of new releases, classics and Irish books at prices
somewhat higher than their physical world counterparts. The store also sells Sony Readers to enable customers
to read the e-books at their convenience, anytime, anywhere.

Eason maintains a social media presence on both the Twitter and Facebook social networking websites. Eason
has over 1,700 followers on Twitter (@easons)6 and its Facebook page has developed a significant online book
2 Ibid

3 www.irishpublishingnewscom/201 1/03/30/eason-reveals-more-detaiIs-of-its-new-strategic-plan (accessed 21 April 2011)

4 wvvw.eason.ie/stores (accessed 20 April 201 1)

5 www.eason.ie/about (accessed 20 April 201 1)

6 http://twitter.com#!/easons (accessed 28 April 201 1)

PTO
Part 3 – Case Study 140% in total)

Eason & Son Ltd – A new chapter

Sheila O’Mahony. Case is based in 2011.

Introduction

The book retailing industry in Ireland has undergone significant changes in recent years. The US bookstore

Borders pulled out of Ireland in August 2009; this was followed by the collapse of Irish book chain Hughes

Hughes in February 2010 (six Hughes & Hughes stores have since reopened under different ownership and

seven of its airport stores were taken over by Eason & Son Ltd); and the closure of Dublin’s two branches of

Waterstone’s in February 201 1.

These developments have certainly sent a shiver up the spine of the Irish book selling trade, and indeed, the

Irish publishing sector in general. This shake up of the book retailing market has not been unique to Ireland,

with many booksellers and bookstores around the world either downsizing or going out of business.

lreland’s largest and best known bookseller, Eason, has not gone unscathed by the adverse market conditions.

The company suffered losses of €10.09 million and a decline of 16.4% in total turnover in the financial year

ended January 2010.

About the company

Eason & Son Ltd was originally founded in 1819 as Johnston & Company, a newspaper advertising agency

based on Eden Quay, Dublin. The firm was subsequently taken over by W.H. Smith, who appointed Charles

Eason, a British printer who had been running one of the Smith’s UK bookstalls, as its manager in 1856.

Charles Eason’s arrival to run Smith’s Irish operation coincided with the rapid growth of the bookselling and

newspaper industry in Ireland due to the expansion of the railway network, the emergence of national daily

newspapers and a growing literacy rate‘.

Eason eventually bought the Irish business from W.H. Smith in 1886 and together with his son John, they
formed the present private company, Eason & Son Ltd. Under its new ownership the company expanded
rapidly, with the addition of wholesale book and stationery departments, an advertising section and circulating
L library. The company was also closely involved in the literary revival that occurred in Ireland in the 19”‘
century. With the growth in literacy, printed information became more important and Eason’s railway
ook”, Business & Finance, 8 April 2004. PTO

MBS – Applied Corporate Strategy 2014 Autumn
Dear student 0
I am writing to inform you of the procedure for repeating failed 100% continuous assessment modules from
Semester 2, 2014 academic year. Please see details below (all three parts need to be completed).
Part 1 130%):
Perhaps the company culture does not fit well with the needs of the environment or with the organisation’s
resources, or that the company is not performing well and needs major strategic changes, or even that the
company is growing rapidly in a challenging environment and needs to adapt.
Ideally, the culture of an organisation can be changed.
Requirement:
Pick an organisation that has changed their organisational culture, please state why they did this and offer
suggestions as to how they did this.
Please note relevant articles/ theories/ models etc should be included in your answer.
Part 2 – Article 130% Q:
Achieving synergy is perhaps the most important reason for Mergers & Acquisitions, though experience
shows it is much more difficult to achieve in reality than on paper.
Requirement:
Please expand on the possible reasons for the proposed merger of mobile phone operator 3 and rival company
02 and the potential problems they may encounter.
Please note relevant articles/ theories/ models etc should be included in your answer.
PTO