Marketing Plan for News Corporate

Page 1 of 10

Marketing Plan for News Corporate

By | March 2013
Page 1 of 10
KEELE UNIVERSITY
MANAGEMENT SCHOOL
MARKETING DEPARTMENT

MAN40045
GROUP REPORT

MARKETING PLAN FOR NEWS CORPORATION
IN
THE BRITISH NEWSPAPER MARKET
PERIOD 2012-2015

Students: Annie – 11026399
Fiona – 12020379
Max – 10020416
Tiffany – 11026952
November, 2012
CONTENT

* Introduction
* Mission statement
* SWOT& analysis
* Assumptions
* Marketing Objectives
* Marketing Strategy
* Marketing Mix Recommendations
* Reference
* Appendix

1. Introduction
News Corporation is a global media corporation controlled by Rupert Murdoch. News Corporation (known as News Corp), one of the world's largest media conglomerates, is the globe’s primary publisher of English-language newspapers and digital brands (FOX online stream). The News Corporation’s portfolio is extended in terms of products and geographical regions. Currently, News Corp operates in the United Kingdom (the U.K), the United States, Australia, and other regions across many countries and areas. This case study makes reference to the extended portfolio of News Corporation, but focuses on the British newspaper market. In this period, The News International faces different kinds of challengers, from other international media groups and from local rivals in the British market. They compete with News Corp in every aspect, among which are two determinant factors: price and products. Moreover, nowadays readers tend to change their taste for newspapers: they turn to newspapers as a kind of entertainment rather than information obtaining. From all the insights above, this marketing plan is designed in the hope of News Corp’s gaining more competitive advantage during the three years 2012-2015.

2. Mission statement
News Corp aims to get the leader position and creates distinctive value in British newspaper market by providing readers with updated, useful and trend-catching information. This new strategy will enhance market shares in three different...