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ASSIGNMENT 1 -‐ INITIAL COMPANY RESEARCH Student Name: Great FS Student Date: 04/21/17

COMPANY (Include Citations) Company Name: Arthur A. Levine Books Parent Company: Scholastic Corporation Scholastic was founded by Maurice (Robbie) Robinson in 1920 as The Western Pennsylvania Scholastic. It is one of the world’s largest publisher and distributor of children’s books. It is also a leading provider of both digital and printed education programs around the world. The company is now run by Dick Robinson, the son of the late Maurice Robinson, who strives to bring the love of reading to people of all ages (Our History, 2016).

• Net Income: 294,600 (in thousands) since May 31, 2015 (SCHL Income Statement, 2015) • Net Profit Margin: 37.7 % (SCHL Income Statement Nasdaq, 2015) • Year over Year, 5 yr. span: 33.6% (SCHL Income Statement, 2015) • Debt to Equity Ratio: 0.5 (SCHL Balance Sheet, 2015) • Stock performance to market comparison: Scholastic has maintained an even pace in

the stock market with no drastic changes in the Nasdaq, while its competitors McGraw Hill and Pearson that are in the NYSE have shown how volatile the 2015 market has been for their business.

Arthur A. Levine Books was first opened in 1997, the first book we published was Norma Fox Mazer’s outstanding novel When She Was Good. However, what really brought them success were the Harry Potter book series by J.K. Rowling. BUSINESS LINES (Include Citations) Product/Service line A: Harry Potter (Book Series) Product/Service example A: Harry Potter and the Sorcerer’s Stone is the first of J.K. Rowling’s first book with her iconic main character Harry Potter. Harry Potter is an orphan who lives with his horrible aunt, uncle, and, his bully of a cousin, Dudley. He is even forced to live in the closet under the stairs. However, everything seems to change for Harry when he gets a letter of invitation to Hogwarts, a school for witches and wizards. There he will make friends and fight enemies that had a role in Harry’s parents’ death (Harry Potter and the Sorcerer’s Stone, 1997). Product/Service line B: The Arthur Trilogy (Book Series) Product/Service example B: The Seeing Stone is the first book of Kevin Crossley-‐Holland’s trilogy whose main character is Arthur de Caldicot. Arthur lives in the year 1199, and is impatiently trying to grow up to become a knight. His life parallels that of King Arthur and he finds out that facing challenges is part of growing up (The Seeing Stone, 2000).

Product/Service line C: Moribito (Book Series) Product/Service example C: Moribito: Guardian of the Spirit is the first part of twelve novels written by Nahoko Uehashi, a Japanese writer. The main characters are Balsa, a skilled warrior and bodyguard for hire from the Kingdom of Kanbal, and Chagum, the second prince of the New Yogo Imperial Family, who has a spirit living inside him. The adventure begins for these two when Chagum is chosen to bring the egg of the water spirit to its home in a distant sea (Moribito: Guardian of the Spirit, 2008). TARGET MARKET (Include Citations) Product/Service example A: Harry Potter Book Series

Geographic: worldwide (Harry Potter Around the World, 2016) Demographic: Men: 18-‐34 (44%); Women: 18-‐34 (61%) & 35-‐54 (41%), (Potter fans more likely to read Rowling's latest release, 2016) Psychographic: likes Fantasy Benefits Sought by consumer: Entertainment Usage Rate of consumer: Very high

Product/Service examples B: The Arthur Trilogy (Book Series)

Geographic: Europe and North America Demographic: Ages 12-‐17 Psychographic: likes Fantasy, Myth Benefits Sought by consumer: Entertainment, Education Usage Rate of consumer: Very High

Product/Service example C: Moribito (Book Series)

Geographic: Japan Demographic: All in Japan Psychographic: likes Fantasy, Sci-‐Fi Benefits Sought by consumer: Entertainment Usage Rate of consumer: Very High

COMPETITION (Include Citations) Competitor 1: Penguin Random House, LLC (Int’l Ltd) Competitor’s product/service: Magic Treehouse Series Competes with your product/service A: Harry Potter Book Series Competitor 2: McGraw Hill Financial, Inc. (S&P Global) Competitor’s product/service: Textbook: World Mythology (Plp, 2016) Competes with your product/service B: The Arthur Trilogy Competitor 3: Pearson, PLC

Competitor’s product/service: Pearson Literature 2015 (Pearson Literature, 2015) Competes with your product/service C: Moribito series Company #1: McGraw Hill Financial, Inc. (S&P Global) 5 yr. Stock Price: + 134.6% Company #2: Scholastic Corporation 5 yr. Stock Price: + 33.6% Company #3: Penguin Random House, LLC. (Int’l Ltd) 5 yr. Stock Price: + 10.4% Company #4: Pearson, PLC 5 yr. Stock Price: -‐ 34.7% SUMMARY: (Include Citations) The Scholastic Corporation is a very diverse company with both educational and children’s books. It has always been a corporation that appeals to children due to the famous Scholastic Book Fairs that are often planned at schools. Arthur A. Levine Books are one of the main divisions of Scholastic, and they include the famous “Harry Potter” book series. The standard of this division is very high, so there is no surprise in finding that many of the books are award winning or recommended for reading in schools. One of the reasons that Scholastic stands separately from its competitors is because it has more variety in the different types of books, such as textbooks and children’s books. It also has a much more stable market than either Pearson or McGraw Hill, which makes Scholastic a company that will probably be around for a long time.

REFERENCES: (APA Format)

About Arthur A. Levine -‐ Arthur A. Levine Books. (n.d.). Retrieved April 10, 2016, from

http://www.arthuralevinebooks.com/arthur.asp Harry Potter Around the World. (n.d.). Retrieved April 10, 2016, from

https://ccbc.education.wisc.edu/books/rowling/editions.htm Moribito: Guardian of the Spirit. (n.d.). Retrieved April 10, 2016, from

http://www.arthuralevinebooks.com/book.asp?book Our History. (n.d.). Retrieved April 10, 2016, from

http://www.pearsonschool.com/index.cfm?locator=PS2b7y Plp. (n.d.). Retrieved April 10, 2016, from http://www.mheducation.com/prek-‐

12/program/MKTSP-‐QUN02M0.html Potter fans more likely to read Rowling's latest release. (n.d.). Retrieved April 10, 2016, from

https://today.yougov.com/news/2013/08/02/20130731-‐potter/ SCHL Competitors | Scholastic Corporation Stock -‐ Yahoo! Finance. (n.d.). Retrieved April 10,

2016, from https://finance.yahoo.com/q/co?s=SCHLCompetitors SCHL Income Statement. (n.d.). Retrieved April 10, 2016, from

http://www.nasdaq.com/symbol/schl/financials?query=income-‐statement SCHL Balance Sheet | Scholastic Corporation Stock -‐ Yahoo! Finance. (n.d.). Retrieved April 10,

2016, from https://finance.yahoo.com/q/bs?s=SCHLBalanceSheet SCHL Income Statement | Scholastic Corporation Stock -‐ Yahoo! Finance. (n.d.). Retrieved April

10, 2016, from https://finance.yahoo.com/q/is?s=SCHLIncomeStatement Scholastic Book Fairs. (n.d.). Retrieved April 10, 2016, from

http://www.scholastic.com/bookfairs/ Seeing Stone, The. (n.d.). Retrieved April 10, 2016, from

http://www.arthuralevinebooks.com/book.asp?bookid=64 The Magic Tree House Library: Books 1-‐28 by Mary Pope Osborne |

PenguinRandomHouse.com. (n.d.). Retrieved April 10, 2016, from http://www.penguinrandomhouse.com/books/215254/the-‐magic-‐tree-‐house-‐library-‐ books-‐1-‐28-‐by-‐mary-‐pope-‐osborne-‐illustrated-‐by-‐sal-‐murdocc/