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USA Today CA

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by

Dana Sunalp

on 10 September 2016

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Transcript of USA Today CA

EMBA 214
USA TODAY CASE ANALYSIS
EXECUTIVE SUMMARY
Est. September 5, 1982
Gannett publishes 82 daily and 700 nondaily newspapers
12 million readers daily
52 million online visitors per month
Designed for the "TV Generation," used colorful photos and short editorials
Biggest competitors: The Wall Street Journal, The New York Times
Declining ad revenues (51% 2005-2011)
Declining classified ads (71%)
Changing customer demands
Fierce competition
RECOMMENDATION
OPPORTUNITIES
SWOT Analysis
STRENGTHS
PROBLEMS
Economic downturn & Competitive, Saturated Environment
Alternative 2
Reiterate the Value of Print Media
Alternative 1
Emphasize Online Business Via Social Media and Advertising Partnerships
What's up with the NEWS?
Highly Innovative News Platform
Largest Distributor in Print Circulation
Strong Portfolio Diversity
Digital Presence & Distribution
WEAKNESSES
Small Number of Digital Subscrbers
Minimal Sales and Revenue
Decreasing International Distribution
THREATS
Demand for Instant Information
Global Growth in Digital Media
Growth in Mobile App Popularity
Social Media Dominant Communication Media
Rising Costs of Print Distribution
Media Competitors
Free Information Online
Death of the Classifieds
Decreased Demand for Print News
Behind the Curve for Digital Distribution
Internet Has Fundamentally Changed Our Relationship With Media
Early Success With Partnerships: Retail, Television, MLB, Doritos, National Geographic
NFL & DTV, Huffington Post & Clorox
Positive Brand Affiliations, Unique Content, Interactive Media
2.3 Billion Active SM Users, 1 million daily
Targeted Advertising Benefits Consumer and Advertisers
Highly Interactive
Dylan Owens
Technical Support
Nima Honarbakhsh
Situation Man
The Compiler
John Stagnaro
Dana Sunalp
Enrico DiCicco
Over-Analyzer
DADDY
PRESENTED BY THE
COHORT 16 MARKSTRAT CHAMPIONS!!!!!
(Self Proclaimed)
Existing largest distributor of print media, 12 million readers daily
Print is largest profit producer
Value-added services can enhance distribution of proprietary content
Continue to innovate and adapt to market
Marketing campaigns and partnerships to reiterate the value of print media
Airline and hotel partnerships
Decrease production costs
International Branding: "Canada Today" "Mexico Today" "The Independent and Sovereign Republic of Kirabati Today"
ALT 1
ALT 2
STRENGTHS
WEAKNESSES
STRENGTHS
WEAKNESSES
Engages customers in preferred media
Strategic partnerships strengthen brand awareness
Relatively low cost of social media integration
Flexibility allows for more targeted advertisements
New markets and opportunities
Increased revenue to offset lost print income
Mismanaged social media can create negative publicity
Risks of associating brand with other companies reputations
Implementing change within a large organization can take significant time and resources
Already dominant in the market
Catering to preferences of existing millions of readers
Can take market share of other brands leaving print media
Low implementation investment
Ignores indications of a dying market
Culture change in United States focuses on digital media
May lose opportunities in digital media
IMPLEMENTATION
CONCLUSION
EVALUATION AND CONTROL
Digital Strategy
Print Strategy
(Fiercely United as One)
Full transcript