Marketing Plan for News Corporation

2487 WordsFeb 28, 201310 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…show more content…
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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