The Manila Bulletin Publishing Corporation: S.W.O.T Analysis

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CHAPTER I:
The Problem and Its Background

1.1 Introduction

The purpose of this project is to provide analysis about the strengths and weaknesses of Manila Bulletin Publishing Corporation as well as the opportunities and threats revealed by the information I have gathered on its external environment.

Manila Bulletin Publishing Corporation (MB) was founded as the Daily Bulletin on February 2, 1900 for the purpose of engaging in the publishing business. It was incorporated on June 12, 1912 as Bulletin Publishing Company and re- incorporated in 1959 as Bulletin Publishing Corporation. On June 22, 1989, the corporate name was amended to Manila Bulletin publishing Corporation.

SWOT Analysis is instrumental in strategy formulation and selection. It is a strong tool, but it involves a great subjective element. It is best when used as a guide, and not as a prescription. Manila Bulletin Publishing Corporation builds on their strengths, correct their weakness and protect against internal weaknesses and external threats. They also keep a watch on their overall business environment and recognize and exploit new opportunities faster than its competitors.

1.2 Background of the Study

The Manila Bulletin (PSE: MB), (also known as the Bulletin and previously known as the Manila Daily Bulletin and theBulletin Today) is the Philippines largest broadsheet newspaper by circulation, followed by the Philippine Daily Inquirer. It bills itself as "The Philippines' Leading National Newspaper", which is its official slogan. Founded in 1900 as a shipping journal, it is the second-oldest Philippine newspaper, second only to The Manila Times. The Manila Bulletin is the Philippine's newspaper of record.

The newspaper was originally owned by a Swiss expatriate named Hans Menzi. Its name was changed from Bulletin Today on March 12, 1986.
On occasion the editorial policy of the Manila Bulletin has met objection from civil authorities. During World War II the newspaper's editor, Roy Anthony Cutaran Bennett, was imprisoned and tortured by the Japanese for his statements opposing the militarist expansion of the Japanese Empire. The Manila Bulletin survived the Martial law era of President Ferdinand Marcos for propaganda purposes.

The newspaper is owned by Filipino-Chinese business mogul Emilio Yap, who, aside from the Manila Bulletin Publishing Corporation (the paper's controlling company), also owns the Manila Hotel, Centro Escolar University and Euro-Phil Laboratories. The company has been listed on the Philippine Stock Exchange since 1990, and had revenues of approximately US$45 million in 2004. Besides its flagship it publishes two other daily tabloids, Tempo and Balita, as well as nine magazines such as the Philippine Panorama, Bannawag, Liwayway, Bisaya and a host of other journals in English, Tagalog, Cebuano and other Philippine languages.

The newspaper is regarded by many for being pro-administration regardless of whoever is in power and also for its optimistic and non-sensational journalism. Unlike other papers, Bulletin editorial are not focus to political views or other issues, instead editorial was focus to honor to the government agencies and officials, high-profile person such as the President of the Philippines, and events by the private and public institutions, the editorial is also featured on its sister papers Tempo (in English) and Balita (in Tagalog). To further enhance its image as a newspaper which presents positive news articles, the Bulletin recently introduced a new marketing tagline "There's good news here". In addition it maintains the oldest news web site in the Philippines.

1.3 Conceptual Framework

Harmful
Helpful

Weaknesses
What are your weaknesses?
What do your competitors do better then you?
What can you improve given the current situation?
What do others perceive as your weaknesses?
Strengths
What are your strengths?
What do you do better than others?
What unique...
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