...NEW GREEN September 19, 2015 Dr. James Case I USA Today K90000787 1 Case 1- USA Today Kimberley Hutchinson K90000787 INTERNAL ENVIRONMENT Current Marketing Objectives, Strategy and Performance Gannett Co., Inc. began USA Today in 1982 by filling a gap in the newspaper industry. Gannett wanted their paper to provide more news about more subjects in a short time frame. The two trends they took advantage of were catering to adults who had short attention spans and who were nurtured on television. These consumers wanted different information from their newspapers. The readers wanted quick, clear, fact-filled stories that were arranged with subheads, breakouts, informational graphics and that were easy to read. This is what Gannett delivered with USA Today. While the readers’ wants have differed over the years, the paper has kept up. In 1994, the paper upgraded to cover more serious topics and added reader-opinion polls and hot-line numbers. The readers were able to call the lines to obtain additional information on topics they were interested in. In 1995, there was a lull in readership; they began to see the need for more technological data required by consumers. USAToday.com was born and met that need. USA Today and USAToday.com have 5.3 million daily readers with $1.8 million paid subscriptions. Today, USA Today has the largest print circulation with over 1.8 million copies daily and 3.2 million daily readers. They also have the highest volume...
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...Background USA Today is a national U.S. daily general-interest newspaper, the first of its kind. Launched in 1982 by Allen Neuharth, head of the Gannett newspaper chain, it reached a circulation of one million within a year and surpassed two million in the 1990s. Initially considered gimmicky and insubstantial, it gradually developed a reputation for higher quality while increasing its circulation and advertising revenues at a time when few papers were experiencing growth. The features that originally set it apart are abundant colorful graphics, very brief stories, and a concentration on sports and celebrity, have influenced other newspapers. To date, USA Today remains the widest circulated print newspaper in the United States. Issues Cultural shifts and aging An increasing number of potential consumers have been shown to dislike reading newspaper. In order to combat this, USA Today should add sections that appeal to a younger audience, such as fashion and/or entertainment news. This will not only attract younger consumers, but also attract female consumers who do not currently make up a large portion of USA Today’s customer base. Technology There has been a shift in recent years to reading newspapers online or on e-readers, such as the Kindle or Nook. USA Today currently has a version of the newspaper available for the Kindle, but they should also add a version for the Nook. Also, they should promote their online website as a source for receiving the same news as the...
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...Case 1: USA Today Strengths • Strong, respected brand • Strong target market • Highly Innovative • Strong Brand Extension • Gannett is huge media conglomerate (hard for smaller competitors to compete against) Opportunities • Partnerships with online websites such as Amazon • Increasing number of white collar workers (USA Today’s target group) • Continued growth in social media outlets • Continued growth in new technologies Weaknesses • Unable to get paid online subscribers, like Wall Street Journal • High fixed costs • Weak profit margins Threats • Online advertising competitors, such as Google. • Decrease in sales, readership and ad revenue in print industry, due to digital trend • Large number of competitors (print and online) 1) What opportunities in the marketing environment did Gannett seize in launching USA Today? How did the company learn about and respond to the opportunities? Answer these same questions for USATODAY.COM. One of the opportunities that Gannett Co., Inc. noticed in the marketing environment that led to the launch of USA Today was a void in the newspaper market that targeted Middle America. The New York Times targeted those defined as the “nation’s intellectual elite” and The Wall Street Journal focused its effects towards business leaders. Through research, Gannett learned that the paper should target “achievement-oriented men in professional and managerial positions who were heavy newspaper readers and frequent travelers...
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...goal for USA Today and commitment to the customer is “getting news and information into the hands of consumers faster than ever before.” This commitment is one that matches the current marketing goal for USA Today which is to be more innovative in order to differentiate its product from competitors. USA Today showed consistency with this goal by showing innovation in the marketing program. USA Today’s marketing program includes online publications, on-demand news and information, and brand extensions and partnerships. These goals are also consistent with customer demand for digital options as technological advances and mobile access increase. Within the national newspaper industry, USA Today still has the largest print circulation and highest volume of newsstand sales in the industry even though the newspaper’s print circulation has declined. However, its digital subscriptions fall significantly behind its major competitors and USA Today is no longer the most widely read newspaper. In regards to printed newspaper circulation, the industry as a whole is experiencing a decline in performance. This is due to decreased revenues, decreased sales and increased costs. Advertising revenues have declined by 51 percent since 2005. Part of a cultural trend, sales of printed newspapers have also decreased as the customer obtains news from other free sources of media. Increased costs of promotion, newsprint expenses, and distribution also decrease profits. USA Today, like the...
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...USA TODAY – INNOVATION IN AN EVOLVING INDUSTRY: INDIVIDUAL CASE STUDY Victoria Hill USA TODAY – INNOVATION IN AN EVOLVING INDUSTRY: INDIVIDUAL CASE STUDY Victoria Hill Table of Contents 1. Executive Summary ............................................................................................................................. 3 2. Identification of the Problem ............................................................................................................... 3 3. SWOT Analysis..................................................................................................................................... 4 3. 1. Strengths ..................................................................................................................................... 4 Strength 1. Highly innovative newspaper company that has been a leader in news development .... 4 Strength 2 – Gannett is currently the largest newspaper distributor in terms of circulation ............. 4 Strength 3 – Strong portfolio with multiple Brand Extensions and Partnerships ............................... 4 Strength 4 – Excellent presence and distribution in the digital environment .................................... 4 3.2. Weaknesses .................................................................................................................................. 6 Weakness 1 – Relatively small amount of digital subscribers ....................................................
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...Richard Godfrey BMKT 6311 USA Today Case Study The newspaper publishing industry is one of the most rapidly evolving industries in the world today. Changing due to economic climate shift, consumer needs evolving, enhanced technology, and continuous competition; USA Today has been able to succeed. The publication raises the bar through innovation and value-added content to bolster their standing in the publishing world as “The Nation’s Newspaper” in hopes of staying continually relevant and standing out amongst the competition, ensuring the future of the USA Today brand. 1) When Gannett first debuted USA Today in 1982, the corporation took advantage of a multitude of opportunities in the marketing environment and secured a strong foothold in a market that already had several major players. The most impactful opportunity, in my opinion, is its format. In an attempt to stand out from the competition, USA Today developed a unique format of shorter pieces with photos, graphs, charts in order to address the needs of an audience other publications seemingly ignored. By creating a product high in form utility, the publication was able to distinguish itself and cater to an evolving market. Gannett also cited watching trends and evolution of news readers as part of the success. As society shifted to having typically shorter attention spans, yet still having a hunger for knowledge, Gannett capitalized on these trends with the updated format of USA Today targeted towards the evolved...
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...Development and Analysis of Two Mini Case Studies Taurus Parker December 18, 2012 Professor Mozinski Business412 Business Policy DeVry University Development and Analysis of Two Mini Case Studies This is a SWOT analysis of McDonald’s and Burger King, they will be followed by a cross-case analysis of the two mini case studies. The information in these cases will be based on the growth of the two companies and their sales. McDonald’s SWOT Analysis McDonald’s is the second largest food chain in the world falling short to Subway according to Forbes they are bringing in around 2.6 million in sales per store. (Forbes, 2013). Listed below is the mission statement and SWOT analysis for McDonald’s. Mission Statement - “McDonald's brand mission is to be our customers' favorite place and way to eat and drink. Our worldwide operations are aligned around a global strategy called the Plan to Win, which center on an exceptional customer experience – People, Products, Place, Price and Promotion. We are committed to continuously improving our operations and enhancing our customers' experience.” (Strategic management insight, 2013). Strength: McDonald’s uses $2 billion in advertising, more than 75% of restaurants are owned by independent franchises, the franchises attract children and locally adapted food menus. McDonald’s offer free unlimited Wi-Fi throughout their franchises. McDonald’s have a wide fan base from children to the business class working man. Weakness: McDonald’s...
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..."Banning Junk Food Isn't the Answer to Curbing Obesity." USA TODAY 13 Aug. 2007. Academic Search Complete. Web. 26 Oct. 2010. According to the article, “Banning junk food isn’t the answer to curbing obesity,” in USA TODAY, banning junk food on school campus isn’t what needs to be done. The article states that in fact a ban of junk food in school will only escalate the problem even more than actually decreasing it. The magazine states, “studies show that when placed in environments that outlaw "bad" foods, children develop obsessions with these forbidden foods and then binge on them.” (USA TODAY) Meaning that if a ban was placed into action that kids would actually go out of their way to eat a lot of junk food at one time before or after school hours. So to ban junk food from school’s would not be the answer to decreasing the obesity in the youth today. USA Today suggests that instead of just banning junk food, “We should be showing students that any food can be enjoyed in moderation.”(USA TODAY) Now the magazine does show that there are some school districts that have changed the food selections for the better. Such as taking white rice and replacing it with brown, or buying whole grain breads, using multigrain pasta, and placing a variety of fruits and vegetables to purchase. Some districts have even implemented programs that promote a certain vegetable and fruit sold in certain months with the addition of encouraged physical activity. Other suggestions were made as well...
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...Project Organizations, Management, and the Networked Enterprise 1 Information Systems in Global Business Today 2 Global E-Business: How Businesses Use Information Systems 38 Information Systems, Organizations, and Strategy 80 Ethical and Social Issues in Information Systems 124 Analyzing Business Processes for an Enterprise System 165 Part Two Chapter 5 Chapter 6 Chapter 7 Chapter 8 Part Two Project Information Technology Infrastructure 167 IT Infrastructure and Emerging Technologies 168 Foundations of Business Intelligence: Databases and Information Management 222 Telecommunications, the Internet, and Wireless Technology 260 Securing Information Systems 312 Creating a New Internet Business 351 Part Three Chapter 9 Chapter 10 Chapter 11 Chapter 12 Part Three Project Key System Applications for the Digital Age 353 Achieving Operational Excellence and Customer Intimacy: Enterprise Applications 354 E-Commerce: Digital Markets, Digital Goods 388 Managing Knowledge 428 Enhancing Decision Making 470 Designing an Enterprise Information Portal 508 Part Four Chapter 13 Chapter 14 Chapter 15 Part Four Project Building and Managing Systems 509 Building Systems 510 Project Management: Establishing the Business Value of Systems and Managing Change 552 Managing Global Systems 592 Redesigning Business Processes for Healthlite Yogurt Company 629 International Case Study 631 Your Digital Portfolio 645 References R 1 Glossary G 1 Photo and Screen Shot Credits P 1 Indexes...
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...Securitization Theory Author Institution Course title Instructor Date Critically discuss the securitization theory – using the case study of War on terror in Afghanistan (2001-2012) Introduction Security study was in the past regarded as a sub-discipline of international relations underpinned in Anglo-American thinking. Until early 1990s, security studies were considered as a strategic studies focusing on a strong military focus. This traditional view of security involved the protection of the state and a scientific agenda to secure the state from definable threats and maintain the status quo. This is a positivist approach which was based on rationalism and realism. The Copenhagen School presented an alternative view of security studies by responding to the traditional approach of forming a clear sense of ‘what is security’. This approach is defined in three mechanisms: development of sectors approach to security, developing a regional focus on security and critically engendering a social constructivist theory of security through securitization studies. This theory will be the main focus of this discussion. To achieve a critical discussion of what securitization really entails, this paper will use the case study of USA’s war on terrorism in Afghanistan. The approach used by the US government to fight against terrorism in Afghanistan and Iraq can be considered as a securitization approach which has led to a resulted in security problems in the two countries rather...
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...can they be removed? Management education as Master of Business Administration originated in late nineteenth century in USA when it industrialized and systematic approach to management was sought by most companies. In India management education started evolving with setting up of management institutes like IIMs and XLRI. Management education is now being also imparted by some of the engineering colleges in India. Management education has become a big and lucrative business. It has grown in USA from almost negligible 1322 MBA degrees being awarded in 1955-56 to 102,000 MBA degrees being awarded in 1997-98. But there are major problems associated with the way the management education is being taught and the content what is being taught. The major problem is that the curricula of business schools is seen as being too focused on analytics with little or no emphasis on problem finding and problem solving skills. It also lacks focus on integration of problem across various functional areas. It does not take the holistic picture into account. Another problem with the business education is that the research work done in most of the business schools is far away from the realty. The work does not address the challenges being faced by various business organizations across the world in day to day management. Another major challenge facing the management education today is that learning is not the aim of most the students but placements and networking are. The primary aim of any MBA graduate...
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...First Time Home Owners Tax Credit Laura R. Kohler National American University Everyone dreams of owning their own home at some point in their life. This idea is set into our heads as children. We grow up, get a job, get married, buy a house and start a family. It’s the American dream. What if there was more incentive to buying your first house? Good news, there is. The first time home owners’ tax credit was designed especially for you. That is if you so happened to purchase your home between April 2008 and April 2010. In 2000, the United States economy began to fall. With this fall came the housing market crash. Some say that the housing market has yet to recover. It’s made a big step though. With the big fall in the housing market, Washington got worried and decided to step in to help. In December of 2009 mortgage rates were at a historical low. There were ideas of making a tax credit that would be 10% of the purchase price to help lower mortgage rates for anyone who bought a home. They thought that this would make people jump at the opportunity and finally make that first purchase. Another idea was to help struggling owners lower their mortgage and refinance. The problem with this was finding out who should really be saved. Purchasing is an amazing first step. It’s a great way to start securing a financial future for you and or your spouse and family. The big question is, are you ready? One of the first things that you will need to figure out...
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...Group 3 PGPIM DOING BUSINESS IN USA Doing business in the United States of America By Group 3 PGPIM 2011-13 September 22, 2011 Page | 1 Group 3 PGPIM DOING BUSINESS IN USA Doing business in the United States of America Overview The United States, a nation founded on the fundamental belief in equality, is today a multicultural mosaic of over 290 million people of varying race and cultural heritage. American culture portrays a strong sense of regional and ethnic identity, which is represented by a number of subcultures and influenced by the country’s vast geographical and regional differences. America’s influence on business culture across the globe is unmistakable. Understanding the cultural assumptions, values and artefacts are paramount to doing sustainable profitable business in the United states. Page | 2 Group 3 PGPIM DOING BUSINESS IN USA Introduction and starting point problem “Systemlessness is the ultimate American folly” Peter Lawrence, 1996 It is very often complained that Americans have no culture. This is partially true; seen from a European or an Asian point of view, American culture is a little more than 200 years old. The superficiality of American culture seems to be at stake here, and the implicit assumption of those who formulate this criticism seems to be that depth of culture is what allows the intensity of responsibilities. Thus the criticism about the superficiality of American culture is essentially a complaint...
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...before finishing or earning a degree? Although there are several factors that contribute to the percentage of college dropouts, two major studies have revealed the main reason students drop out of college. Although there are exceptions, most students begin college with every intention of graduating, but the percentage of the first year college dropouts is alarmingly high. In fact, 35% of students who enter college will drop out during the first year. Moreover, according to a 2005 report issued by “The Education Trust,” a Washington-based nonprofit group, only 63% of students who enroll in the four-year university will earn a degree, and it will take them an average of six years to do so. The other 37% will either drop out of college before finishing or else flunk out of their program of study. (USA TODAY). Most recently, however, Mary Beth Marklien, writing for USA Today, reports that nationally, four-year colleges graduated an average of only 53% of entering students within 6 years, and graduation rates less than 30% are often the case, according to a report by the American Enterprise Institute, “a conservative think tank”(2011). Four reasons for dropouts: Rising Tuition, Too Much Stress, Insufficient Preparation or Motivation, and Family Issues. Working students more likely to drop out of college. Unlike in the past, many students today work and have families, and although they might receive financial aid of some sort, it’s not enough to live on or to support a family. In...
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...Case Study: China Myths, China Facts Julliana Schlemper Embry-Riddle Aeronautic University Organizational Behavior & Change MGMT520 Fernando Muniz April 27, 2016 Case Study: China Myths, China Facts Introduction Considered the second-largest economy in the world, that should surpass the US in the next decade, China has a very unique culture. When I think about China, in a business way, I think about very serious people that know what they want and go get it. Chinese people like to know you more than what other people from other nationalities would. This way, Chinese can learn more about the person and know if they can trust you or not. Most of what Chinese do in business has to do with trust and how it’s built. The biggest difference between the West people and the Chinese people is we work on building a trust relationship (Harvard Business Review, 2015). In this case study, I will comment about three myths that surround China’s culture, work ethic and management techniques. The three myths are collectivism, long-term deliberations and risk aversion. Discussion Questions 1. Has this presentation challenged any assumptions you had about China and the Chinese people? Yes. Movies, News, the media in general, have pictured China as a culture that is more inclined to the individualism more than collectivism. It was new to me to know that workers in China are more inclined to self-interest than their communities and the companies they work for. 2. Using your...
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