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Business Policy and Strategy

In: Business and Management

Submitted By foonfoonheihei
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Student Name :
Student ID No. :
Course No. : MGT 195

Course Name : Business Policy and Strategy

Title of the Assignment : Strategic Planning at
The Chronicle Gazette

Date of submission : March 5, 2012

Strategic Planning at -The Chronicle Gazette

Content
1. Introduction………………………………………………………………………………………………………..3

2. State of the newspaper publishing industry today………………………………………………4
2.1 Data on declining circulation and revenue…………………………..………………………………6
2.1.1 Circulation in the last decade…………………………………………………………………………6
2.1.2 Top 20 Newspaper print circulation declining rate…………………………………………7
2.1.3 Advertising Revenue…………………………………………………..…………………………………8
2.1.4 Top 10 Newspaper print circulation…………………………….…………………………………9

3. Why newspapers are facing declining circulations and revenue? ………………………10
3.1 External Assessment………………………………………………………….………………………………10
3.1.1 Rise of the Web and Internet………………………………….……………………………………10
3.1.2 Economic downturn put company into the red……………………………………………11

4. Internal Assessment of The Chronicle Gazette…………………………..………………………12
4.1 Strengths……………………………………………………………………………………………………..……12
4.2 Weaknesses………………………………………………………………………………………………………12

5. How other publishers are reacting to the challenges? ………………………………………12
5.1 Differentiation…………………………………………………………………………………..………………12
5.2 New Product Development………………………………………….……………………………………13
5.3 Customer Insight………………………………………………………….……………………………………13

6. Action Steps for The Chronicle Gazette………………………………………..……………………14
6.1 Short-term Steps……………………………………………………………………………….………………14
6.2 Long-term Steps…………………………………………………………………………..……………………15

Strategic Planning at The Chronicle Gazette

1. Introduction

The Chronicle Gazette, a leading newspaper in San Francisco with paid circulation of 225,000

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