(於中華人民共和國.ppt

2005 John Wiley Sons, All Rights Reserved Porter’s Five-Factor Model Discussion Questions - Porter’s Five-Factor Model (3) However, when considering some negative factors: soaring newsprint costs, slack advertising, self-censorship ahead of Hong Kong’s reversion to Chinese rule in 1997, the economic recession in Hong Kong The newspaper industry becomes less attractive. Discussion Questions – Key factors to success (1) Key factors to success: a. Target segment – a newspaper for the whole family b. Marketing concept – identify the changing needs and wants of newspaper readers. Position itself as a daily magazine newspaper. Differ from other traditional newspaper in terms of design, content and writing style. c. Coordination of the marketing mix elements – -improve content (product) -aggressive price-cut strategy -good incentive to the distributors -advertising sales promotion to create awareness and encourage trials on the product Discussion Questions – Key factors to success (2) d. Distinctive image – creating a reputation for: -charging the lowest price -providing prestige quality at a good price -going all out to give superior customer service -designing unique product attributes -coming up with unusually creative advertising Core Competence: Innovative newspaper content an aggressive marketing strategy But this competence was not sustainable because it was easily imitated by other newspapers. Discussion Questions – Justification for adopting a low price (1) Difficulty in creating sustainable differentiation - Even if the publisher is tactful enough to create various unique selling points or identify promising niches, rivals are still able to imitate this so-called “uniqueness” without much difficulty. Consumer Purchase pattern - Reading habits are difficult to change and long-term readers are very unlikely to switch. - A low price can encourage the variety-seeking behavior especially from price-conscious c