USA Today_Innovation in an Evolving Industry - Copy.docx -...

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USA Today:Innovation in an Evolving Industry Step 1:The case’s situation analysis 1.1 case summary: USA Today is the largest circulated daily newspaper,first launched by Allen H. Neuharth,chairman of Gannett Co.,Inc with over 1.8 million subscriptions.Gannett is currently the largest U.S. newspaper group in terms of circulation.USA Today is facing huge competition from the major competitors-The Wall Street Journal and The New york Times.USA Today has their own creative style of attracting the public with their brash writing style and short coverage of complex issues. USA Today is witnessing low profit margins due to the heavy competition and the rise in cost of print and publication,digital equipments.In order to sustain their position,USA today should adapt the marketing strategies of creating their own mobile application and unify social media.Advancements in technology has changed the way people access information.USA Today should innovate new marketing strategies to adapt to the changing market conditions. 1.2 (SWOT Analysis): Strengths-Weakness-Opportunities-Threats Strengths: Leading Newspaper in the United States with over 1.8 million papers in circulation. Highly innovative newspaper and a pioneer in news development. USA Today.com-top internet site for on-demand news and information. Focusing more on hard news rather than soft news.
Excellent presence and distribution in the digital environment. USA Today International is available in more than ninety countries. Flexibility in advertising,allowing regional people to advertise in their paper. Weaknesses: Tough competition from The Wall Street Journal and The New york Times. Rising cost or print and production.

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