...1. What opportunities in the marketing environment did Gannet seize in launching USA Today? How did the company learn about and respond to the opportunities. Answer these same questions for USAToday.com. The opportunities Gannet seized in launching USA Today was that he knew his audience were readers with very short attention spans and a growing hunger for more information. The newspaper’s primary mission was to provide more news to their readers in less time. This was done by writing "in shorter pieces an sprinkled with eye-catching, color photos, graphs and charts." (Ferrell, O., & Hartline, M.,2014.). One of the new things that set apart the newspaper was that it was broken into four sections "News, Money, Life, and Sports" thus allowing the reader to jump into whichever section of their choosing the quickest. Gannet solved the early problems of encouraging advertisers to buy ad space by launching a "Partnership Plan", where advertising companies who purchased 6 months of ads in the paper received another 6 months for free. This allowed the advertisers to test the waters for newspaper ads and with the increase of popularity or the paper, more companies wanted to join. USAToday.com, the on-line version of the printed newspaper, is formatted in the same way the printed edition is with bright colors and snippets of news. It was developed to keep up with the growing technology and in response to the slight decline in profits to the printed version. Also, like the printed...
Words: 1107 - Pages: 5
...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 ....................................................
Words: 4344 - Pages: 18
...TAGCB | USA TODAY: Innovation in an Evolving Industry | | Dalia Al Asali Kamal Odeh Q1) 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 Through Research they found out that all competitors target the intellectual elites therefore USA today should target the achievement oriented men and men of professional and managerial positions which are the middle America young well educated who are on the move about current events. Also due to experiment to choose the format of the paper through a prototype delivered to 5000 expert in that field they knew which preferred layout to choose form, and also from another research to choose the content of the paper which from the results they established that the paper consisted of 4 sections: News, Money, Life and sports. Also from the two trends that Neuharth was going to take advantage of that is going on among the reading public, an increasingly shorter attention span and a generation nurtured on television a growing hunger for more information but readers faced the problem where there is too much information out there with so little time to absorb all of it, he made his paper laid out for easy access and quick comprehension by time-pressed readers. Q2) how has a continuous strategy of marketing innovation proved successful for USA Today and USAToday.com? Do you believe that USA...
Words: 1349 - Pages: 6
...Elizabeth Paul MKTG610 Marketing Strategies Mark Cusack USA Today: Innovation in an Evolving Industry 3/4/2015 USA Today: Innovation in an Evolving Industry USA Today has been a widely successful company for many decades now. When newspapers were the only form of read news, USA Today cornered the market in the national newspaper arena and become one of the number one newspapers for people in the America to read. As the digital age came about, it was time for change and USA today had huge competition ahead of them and difficulty if they did not chose to compete. New companies were emerging as leaders in the online news world, and even established companies were moving towards online news to keep up with the growing technology. Even though things started out very slow, with the reporting quality increasing they saw a large growth in the advertising and revenue side of things. The values that it included were independence, fairness, accuracy and trust. Loyalty played a huge part and something that the reporters loved and cherished about the company itself. However in the late 1990s, things started to change and technology readily started to take over the nation. Online reporting started to become popular as it was quicker and easier for people to access so more people were going from reading the daily newspaper to the internet for their breaking news. They quickly started losing their market share in the daily newspaper sales so they knew chance was needed to be able to keep...
Words: 947 - Pages: 4
...USA Today by Gannett Company On 20th April 1982 - announced the first copies of USA Today In 1985 - became the second largest newspaper in the America In 17th April 1995 - Launced USA Today Online In 2000 - The paper redesign In 2009 - Newspaper have closed shop or reduced publications day and adapt to online only Norfatahiyah Bt Md Sulhaimi 1110937 USA Today Become a more serious newspaper with improved journalism Raising public awareness and move into profitability USAToday.com Readers interacted with the journalist and given opportunity to voice their opinion Continuous strategy of marketing innovation USA Today Product Innovation Promotional Innovation Distribution Innovation USAToday.com Added blogs Really Simple Syndication(RSS) Pod casting No Demand for the newspaper will decrease because customer just get news from USAToday.com Strength Weaknesses Opportunities Threats Huge media conglomerate with Gannett Gannett's capabilities in high-tech graphic design High fixed costs Weak profit margin Increasing numbers of white-collar workers Failure of competition to innovate and innovate rapidly Online news threaten to cannibalize printed news Competition from other newspaper, national and local Fast delivery the news Design through customer preference Limitation when it saturated Move to USA Today Online Lose readers of the population ages over the next 10 to 30 years Economic factor such as higher newsprint costs https://www.scribd...
Words: 1620 - Pages: 7
...Case 1 USA Today: Innovation in an Evolving Industry* Synopsis: As the entire newspaper industry sits on the brink of collapse, Gannett and USA Today work to avoid disaster and transform the nation’s most read newspaper into tomorrow’s best resource for news and information. This case reviews the history of USA Today, including its continued use of innovation to stay on top of the technological and sociocultural shifts that are rapidly changing the newspaper industry. In the face of continual competition across a variety of media sources, the future of USA Today depends on its ability to continually push the envelope of innovation and offer value-added, proprietary content to ensure continued differentiation and the future of the USA Today brand. Themes: Product strategy, innovation, target marketing, distribution strategy, changing technology, changing sociocultural patterns, customer relationships, competition, differentiation, strategic focus, SWOT analysis Case Summary USA Today is the most successful and highly visible newspaper that students have seen and read on a national basis. The case provides an overview of Gannett's strategic marketing approach to launching and growing this unique newspaper. When USA Today debuted in 1982, it achieved rapid success due to its innovative format. No other media source had considered a national newspaper written in shorter pieces than a traditional paper and sprinkled with eye-catching, colorful photos, graphs, and charts. Designed...
Words: 2820 - Pages: 12
...Case 1 USA Today: Innovation in an Evolving Industry* Synopsis: As the entire newspaper industry sits on the brink of collapse, Gannett and USA Today work to avoid disaster and transform the nation’s most read newspaper into tomorrow’s best resource for news and information. This case reviews the history of USA Today, including its continued use of innovation to stay on top of the technological and sociocultural shifts that are rapidly changing the newspaper industry. In the face of continual competition across a variety of media sources, the future of USA Today depends on its ability to continually push the envelope of innovation and offer value-added, proprietary content to ensure continued differentiation and the future of the USA Today brand. Themes: Product strategy, innovation, target marketing, distribution strategy, changing technology, changing sociocultural patterns, customer relationships, competition, differentiation, strategic focus, SWOT analysis Case Summary USA Today is the most successful and highly visible newspaper that students have seen and read on a national basis. The case provides an overview of Gannett's strategic marketing approach to launching and growing this unique newspaper. When USA Today debuted in 1982, it achieved rapid success due to its innovative format. No other media source had considered a national newspaper written in shorter pieces than a traditional paper and sprinkled with eye-catching, colorful photos, graphs, and charts. Designed...
Words: 2820 - Pages: 12
...does the model tell you about the nature of competition in the industry? External Analysis (Porter's Five Forces Analysis) Threat of Substitute products (low) Food and beverage market has a long industry chain and big industry span so threat in substitute products is low. Giants such as Wrigley (Mars, Milkway, Snickers and etc), Unilever (Knorr, Cornetto ,Lipton Ice tea and etc) ,Coca Cola, Nestle have similar products to offer to customers. But in Nestle case threat of substitute products is high because of wide range of similar products that can compete directly with Nestlé. For example, Danone led Nestle to decreasing sales in 2009 in European Markets. In order to make a differentiation in the worldwide market Nestle should innovate its products to stay in the market and to go beyond its substitutes. Recent innovation made by Nestle health consciousness and wellness factor that has been introduced in all products of company. Threat of new Entrants (low) The company has been lunched since 1866 which gave Nestle a wide experience in the food and beverage industry. With substantial brand equity and a base of loyal customers Nestlé is at an insignificant risk from entrants. Nestlé has an advantage of holding majority of the share in the market where competition is becoming increasingly fierce in the world today. Although the food and beverage industry is very competitive and is constantly evolving with entrants, small business don’t have much advantages due to...
Words: 918 - Pages: 4
...Transformation Series 2015 - Case INNOVATION or INNOVATION PRELUDE Business history has many examples of companies redefining the boundaries of business through break-through innovation, there are also those who made the tragic mistake of missing ‘gamechanging innovations’ in their industry thereby ending up with inexorable commercial disasters. In each case, the disaster occurred, as the Wall Street Journal, points out, “not because of ‘bad’ management, but because they followed the dictates of ‘good’ management. They listened closely to their customers. They carefully studied market trends. They allocated capital to the innovations that promised the largest returns. And in the process, they missed disruptive innovations that opened up new customers and markets for lower-margin, blockbuster products.” The threat of disruption, on many an occasion, isn’t perceived as a threat! The disruptor appears to the incumbent to be doing the incumbent a favor by relieving the incumbent of its ‘least valuable’ customers. In due course, the disruptor moves upstream and relieves the incumbent of its most valuable customers. Seemingly, no industry is spared: steel, computers, telephony, photography, stock markets; the list goes on. Will it be Banks next? Burdened with legacy systems, infrastructure cost and increasingly complex security issues, banks are dealing with a double whammy: grappling with intense regulatory scrutiny as a result of a prior “missteps,” while a generation of disruptors...
Words: 4084 - Pages: 17
...Executive Summary Gillette has been the leading brand in men’s grooming industry. The competition in the razor industry is becoming more intense since the start of online retailing of razors. With competition heating up Gillette has to find a way to cater to consumers. Gillette merged with P&G in 2005, which instantaneously became a competitive advantage. Gillette uses its aggressive advertising to compete with customers and keep its market share. The company will introduce a new women’s razor to put more emphasizes on women. The company will use aggressive advertising and survival pricing, to target low to moderate income women. The company projects that this product will bring in $20 million in sales after launched and increase Gillette’s overall market share. Situation Analysis The Internal Environment Review of marketing goals and objectives Whether a customer uses electric or disposable razors, Gillette hopes to give their consumer the best shaving experience possible. Gillette has a strong market background which helps with identifying customer trends and promotes new product development. This is why Gillette’s shaving products are in its maturity stage. The company has been in the industry for more than 100 years and has high sources of equity (Gillette, 2015). The company’s current marketing goal is to continue to differentiate its strategy by innovation and marketing products in an unusual way. Gillette’s primary focus has been on the extension of its...
Words: 4767 - Pages: 20
...Strategy 3 A. Strategy 3 B. A strong leader 4 C. A culture of performance 4 D. A strategy for long-term innovation 4 II. Risk Identification 5 A. Very competitive market 5 B. . Risk of suppliers 6 C. Risk of governmental regulations 6 D. Risk of digital and information technologies 6 E. Risk of innovation competition 6 III. Risk Implications 7 A. Very competitive market 7 B. Risk of suppliers 7 C. Risk of governmental regulations 8 D. Risk of digital and information technologies 8 E. Risk of innovation competition 8 IV. Risk Management Process 9 A. Very competitive market: 9 B. Risk of suppliers 9 C. Risk of governmental regulations 9 D. Risk of digital and information technologies 10 E. Risk of innovation competition 10 V. Benefits of ERM 10 VI. RISK ORGANIZATION 11 VII. Organizational Culture 13 VIII. Recommendations 14 Company Mission and Strategy The main source used for this work was the Toyota’s Annual Report. http://www.toyota-global.com/investors/ir_library/annual/pdf/2013/ Toyota, or officially Toyota Motor Corporation, is a car manufacturer based in Toyota City in Japan. The company operates in about 170 countries over the world. The company employs about 320.000 people and has production plants in every continent. This major company is the leader in the automotive industry with a turnover of more than $265 billion in 2012 and with about $4.7 billion of benefits. The major markets of Toyota...
Words: 3464 - Pages: 14
...ABOUT MAS HOLDINGS Strategic Partnerships Partnering up with renowned brands from across the globe has enabled us to offer fully-integrated world class solutions to our clientele. Our alliances are based on mutual understanding and trust, sharing the same principles in business ethics with our partners, an attribute that has proven to be a strong competitive advantage for MAS over the years. Our joint venture partners include: | MAST Industries, Inc., USA | | Triumph International Overseas Limited, HK | | Speedo International Limited, UK | | Stretchline (UK) Limited, UK | | Ets Lucien Noyon Et Cie, France | | Prym Intimates Group Ltd, HK | | Brandot International Limited, USA | | Labyrinth Solutions Holdings, USA | | Tradecard, Inc., USA | | NSL Infratech (Private) Limited, India | MAS Intimates Offering customers highly differentiated intimate wear, flawless designs blended with exquisite quality, this is where perfection is revealed in every intricate detail. Drawing from 25 years of experience in lingerie manufacturing, MAS Intimates offer niche market intimate wear of unparalleled quality. With 12 world class manufacturing facilities in operation across Sri Lanka, India, Bangladesh & Indonesia, together with design offices situated in New York, Hong Kong, UK and Colombo, we service some of the most renowned global intimate brands. Sharing a long standing strategic partnership with...
Words: 6736 - Pages: 27
...defense industry is huge industry that spans the entire world. Aerospace defense technology has been known to be a key innovator in today’s technologies for example the space race was a huge factor in computer technology that NASA developed and solar energy Even though it is commonly referred to as the Defense industry it obviously produces more offensive weapons. The major countries in the world that are involved in the Aerospace defense industry would be the USA with companies such as Lockheed Martin and Northrop Grumman Russia’s biggest Aerospace defense companies are, Almaz-Antey and United Aircraft Corporation. These two countries have a great majority share on sales of worldwide Aerospace or just Defense related weaponry greatly outpacing the rest of the globe. See table for more information on countries with top Aerospace/Defense exports in millions US$ globally The current outlook for the Aerospace industry in the USA could be described as bleak, with major budget cutbacks and the war in Afghanistan winding down there is currently little need for more increased spending. It has been estimated that if the USA is to make another trillion dollar in defense cuts that one million jobs would be lost, that being said there are huge opportunity abroad for the A&D also known as aerospace and defense. However not all is doom and gloom in emerging economies such as Brazil that have doubled their air force budget are key consumers for the A&D industry China is...
Words: 3581 - Pages: 15
...http://usa.onlinenigeria.com/money/50577-daniel-burrus-the-future-of-advertising-sales-it-s-all-about-integration.html Daniel Burrus: The Future of Advertising Sales -- It's all About Integration One of the reasons ad dollars are falling for newspapers, as well as traditional media, is that they don't fully understand the new realities of marketing. Two key shifts are taking place that media companies can no longer ignore. First, media and marketing have always been about storytelling. Advertisers have a story to tell, and the media is there to help tell it. Today, however, media and marketing go beyond mere storytelling; now it's about storytelling and dialogue. That's why social media's so popular. It's not about the word "media"; it's about the word "social." Unfortunately, we have community newspapers, television, radio, and news programs that are failing to build community through activity, engagement, and dialogue. Yes, they have a website, but for the most part they are static sites that are not engaging. So in order to move forward, big media needs to focus not just on the story, but also on the dialogue. When you add dialogue, you're moving from the information age (where so many media companies started) to the communication age (where the audience is now). Second, when we look at our traditional media players that are trying to sell advertising, they are still using the old model of media-specific ads: Radio ads just for radio, TV ads just for TV, and print ads just...
Words: 2476 - Pages: 10
...Disney Heroines and America: Yesterday and Today Haley Hayes English 311c Section 02 Movies reflect current American values. Symbols and signs of these shifting values creep into every aspect of the American people’s lives. The entertainment industry provides an example by depicting the powerful influence animated heroines have on cultural trends. In animation, the heroine archetype has come to mean the “ideal person”: a symbol of the qualities, attitudes, popular trends, and those socially acceptable norms which are the most desirable. Has the public brought this upon themselves by buying into the movie-madness scheme, which dictates how one should think, feel, and, in part, be? This introduces another interesting question: Does the shift in societal values affect the nature and content of animation, or do the values portrayed in animation and public’s willingness to be overpowered create these changes in American beliefs? Regardless of which comes first, analyzing a character is synonymous with analyzing the culture from which the character is spawned. These symbols in animation, unfortunately, don’t always depict America’s best values and more often than not are targeted at children. Truly, the influential impact of animation on children is most perfectly depicted in the famed Walt Disney Heroines. These Disney girls have come to reflect America’s ever-changing values and the evolution of its popular culture. Despite the public’s initial skepticism...
Words: 2928 - Pages: 12
