Marketing Plan for News Corporation

2487 Words10 Pages
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
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4. Assumptions
- Online readership continues to rise about 10 percent in next three years
- Readers have a tendency of changing their preference for entertaining newspapers with few words and more attractive, stylish, abstractive photos conveying in-depth content.
For one thing, rely on the news corporation group strength that develop base on online stream media and digital publish/broadcast site about the online newspaper. Consequently, the newspaper brands through get a number of readers to expand its influence on mass media and audience. And earn more profit from the online advertisements. For another, Acquisition or create a number of newspapers brands in different reader markets, and get more market share.

5. Marketing objectives
- Make the most advantage of the corporation multi-media group; appropriately raise sales prices; improve service, and stop the rate war.
- That way will create a 60 % of market share in ‘popular market’, ‘mid market’ entering with 20 % of market share, and 40 percent of market share in ‘quality market’ during three years from 2012 – 2015.

6. Marketing strategy
6.1 Market segmentation:
After doing the research about macro and microenvironment, as well as the SWOT, we decide to classify the market based on National Readership Survey’s criteria, which is social class – occupation. This company categorized different occupations in society by labeling from A to E (more information will

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