Voice Newspaper Marketing Strategy

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Student’s Name: GEORGE MELCHOIR

Student’s ID Number: 0811866925129

Title: Evaluating the Marketing Strategy of the St.Lucia Voice Newspaper

Module 1: Marketing Management

Course: Master of Business Administration
2009

Word Count: 2308 Words

Contents

Page

Answers to question 1……………………………………………….2

Acknowledgement…………………………………………………………….11

Appendix……………………………………………………………………….…12

Reference List……………………………………………………………….….13

The Voice Newspaper is a product of the Voice Publishing Company Limited of St.Lucia which was established in 1885. The Voice is the oldest and leading newspaper in St.Lucia and is commonly referred to as the “Nations Newspaper.” It has the widest circulation and readership on the island but compared to other international newspapers, the Voice is a relatively small print-medium operation. With a staff compliment of fifty-five (55), including its marketing, editorial, production, distribution, and clerical teams it is not difficult to imagine the scope and size of the business.

Although the Voice is the leading newspaper, it is not a daily newspaper. Instead it has three weekly publications which are distributed on Tuesdays, Thursdays, and Saturdays (main issue). The paper focuses almost entirely on local issues, with brief features on regional and international events. Entertainment, Sports, Business, and Classified Ads columns are prominent featured segments of the paper.

It is necessary to highlight the status of the Voice which is the basis for my assignment mainly to show that it doesn’t have the operating capacity like large conglomerates in Europe and America. The Voice doesn’t have a tailored marketing strategy and most of the conventional marketing strategies are far removed from its daily operations. As a result, it is difficult for me to make proper analysis and evaluation using the marketing theories and concepts that were introduced in the module. Therefore, in my attempts to effectively meet the objectives of this assignment, I propose to introduce the marketing practices of the Voice while simultaneously evaluating these processes against best practices.

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Armstrong and Kotler (2000 p5) defines marketing is “a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others.” Marketing therefore, is an instrument used by businesses to strategically understand the environment they operate in and placing themselves to meet customers need.

According to the Web article Marketing Strategy (2003), it is believed that an ideal market strategy should consist of “constituent parts based on a thorough and objective understanding of the current situation.” which includes: the scope of the business, marketing objective, target segments and positioning, and the market mix.

Generally the vision and mission statements are the guiding principles which define the scope of the business. Central to this is an understanding of all aspects of the business which contributes to a holistic strategy. Therefore, the customer group that is served comes to focus; Knowledge of their needs and wants and how they can receive the benefits that they are seeking; the type of technology, innovation, and use of Human Resource the business use to provide that benefit to them are all important issues surrounding the scope of a business.

Businesses can have an array of marketing objectives depending on the products and or services that they offer. Armstrong and Kotler (2000 p290), suggest that the most common examples of a marketing objectives are “survival, current profit maximization, market share leadership, and product-quality leadership.” Market Entry and Increased Awareness are other examples of marketing objectives. There are many factors that influence a business’ marketing objective. For example, a business that has found itself in a cash-strapped position would...
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