The Wall Street JournalCASE 5

Presented By:

Shelly Jain 191111Rachit Jain 191105Vivek Mandowara 191121Gaurav Gulecha 191085Sumita Kapoor 191117Tanya Malik 191119

CASE SUMMARY•For many years- the only US national daily paper •In 1980- a second section•Late 1980s- Increasing customer base and advertising linage•A host of new national newspapers•Simmons Market Research Bureau study of media and Markets•Continued growth and expansion of Journal•Annual Survey by Fortune•1986 subscribers’ survey and areas for possible action

Involves evaluating the situation and trends in a particular company's market.

Three major elements:

Marketing AnalysisInternal Analysis External Analysis

Q1. What constitutes a situation analysis

MARKETING ANALYSIS

1. Company Profile i) Financially oriented newspaper ii) Addition of a second section for general news coverage

2. Market Share i) Only U.S. national daily newspaper for years ii) New entrants in U.S. has threatened its market share

3. Market size i) Huge subscriber base ii) Upcoming newspapers has cut down on WSJ market size

Situational Analysis of The Wall Street Journal

INTERNAL ANALYSIS

1. Strengths:

i) Quality of financial informationii) Keeping pace with changes in business environmentiii) Readers interest in financial information.

2. Weakness

i) Major focus on financial news.ii) Circulation limited to New York and other financial centers

Situational analysis (Contd.)

EXTERNAL ANALYSIS

1. Opportunities:

i) Focus more on increasing general news coverageii) Increase circulation areaiii) Build more printing plants

2. Threats:

i) Increasing competition in U.S.ii) High operating cost needed for expansioniii) Middle managers restrain from spending extra to buy journal

Situational analysis (Contd.)

YES

Today’s business environment is extremely volatile and to keep pace with the environment & to continue growing & making profits, it is very much needed for a smart marketer to adhere to the changes.

An astute marketer is always in a situational

analysis mode – Do you agree? Why?

1. Business Professionals

2. College & Management Students

Q2.Describe what you think is the ideal Journal target market. Why?

1.Targeting Students of Business & professional colleges

2. Increasing Brand Visibility in Emerging Markets

3. Diversification

Q3: Identify possible objectives that might be a part of a marketing plan

PRODUCT:WSJ was rated best for quality of product and service

PRICE:USA Today Gained market share by providing free six month subscription to the customers. Induce a trial which steadily forms into a habit by lowering the price point for some time.

PROMOTION:USA Today promoted the market research finding to increase its market share.

Q4. What elements of the marketing mix can you identify in this case?

1. Packaging

2. Diversification

3. Niche marketing

4. Promotion

5. Competition

6. Distribution

Relationship to Marketing Concepts