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Marketing Strategy for Business .Marketing & Enterprise .I chose this company for assignmnet(Midland News Association.Express &
Pages 24 (6024 words)
Midlands News Agency: Express and Star Contents 1. Executive summary 3 1.1 Current Position 3 1.2 Key issues 3 2. Corporate Strategy 3 2.1 Corporate mission/objectives 3 2.2 Summary of overall position and corporate strategy 3 3. External and internal analysis 4 3.1 PESTEL 4 3.2 COMPETITOR ANALYSIS 8 3.3 SWOT 9 3.4 ORAC 10 4.
Implementation 24 7. Conclusion 24 References 24 1. Executive summary 1.1 Current Position Midland News Association (MNA Media) is the largest independent regional news company in the UK. The company is owned and operated by the Graham family of Wolverhampton. Two of its daily titles, Express & Star and the Shropshire Star, are Britain’s biggest selling regional daily newspapers, and sell more than 200,000 copies everyday. 1.2 Key issues The major concern facing Midland News Association is the generally lackluster trend in the industry. Declining demand constrained the UK newspapers industry over 2006 to 2011, and while the rate of decline is likely to slow down after 2011, forecasted demand remains bleak until 2016 ('Newspapers Industry Profile’, 2013). A lesser but still important concern is that of remaining competitive even while rival regional publications adopt innovative practices to create new products. 2. Corporate Strategy 2.1 Corporate mission/objectives The Express & Star aims to become the biggest-selling regional evening newspaper in Britain (“About Us”, 2013). Its objectives include providing its subscribers and readers with accurate and timely news on the political, business, lifestyle and social events, and articles of general interest for entertainment, through printed and online publications, in a manner that afford customers easy access. ...
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