CASE STUDY

THE WALL STREET

JOURNAL

Submitted by: Shubham

Singla(300142537)
Drisshti
Mathur(300142894)

SUMMARY
Wall street being a market leader declined its market
due to improper marketing decisions.
Example of firms effort to maintain its position at the
top.
Lost its market due to improper marketing mix.
After the survey, the company came to a conclusion of
taking a step further to reform its marketing strategy.
The USA Today gives a best example of marketing
strategy as they got themselves involved in a sales
promotion with general mills.
The wall street journal instilled a chance of regaining its
market as the journal was found to be the most trusted
source of information by a nationwide poll of the Los
Angeles times.
Also, the survey by fortune found the publisher of
journal to be the top of all American corporations

ISSUES FOR DISCUSSION

SITUATIONAL ANALYSIS

Evaluating the situation and trends in a particular companys market.

Examining both internal and external factors effecting the companys
market.
SITUATIONAL ANALYSIS OF JOURNAL
1. Company:

Wall Street Journals focus is only on newspapers business.

It was started in 1889 and it is U.S.S First Daily Newspaper.
Faced various twists and turns from the industry.
Their goal is to increase the circulation and regain the lost ground to other
competitors
Americas most trusted newspaper.

2. Customers:

Conscious and wants relevant information about him/her.

40% live in the metropolitan areas in U.S
80% are in business or the professions
40% hold management titles

3. Competitors:
. The major competitor is USA Today with a majority market share now.
. Competition from New York Times-National Edition, Investors Daily, and
Financial Times.
. The readership of Journal was lesser as compared to USA Today.
4. Collaborators:
. Tie-ups with the suppliers and retailers
5. Climate:
. Cultural diversity
. Ardent readers
. Competitive advantage- Between 1979 and 1984, advertising linage
increased by 36.8 %. In October 1987, the linage dropped 15 % in two
months and 2.3% for the year.

Ideal target market for the journal

Women- Only 13% are interested in the journal. They should do a market
research to incorporate the interests of the majority of women, which will
enhance their consumer percentage.

Yorkers and Californians- 13% and 7% in California and NYC can be

boosted by maybe a daily interview of one of the CEO of any of the
business tycoons based in one of these cities.

College graduates- They have 90% in this category which is

commendable because they have to finally make the future of the country.
Focus on the youth is incredible which adds to their credit in a big way.

Business professionals, economists, investment bankers- They

have maintained a ratio of 80% of these readers and that is brilliant. They
should also come up with new innovative ideas to not this percentage to

Possible objectives that can be a part

of marketing plan

combination of market strategies and time and cost

effective relationships.
Women- Only 13% are interested in the journal
Daily interview of one of the CEO of any of the business
tycoons based in New York and California.

Expansion in the International Markets.

Online Magazines

Elements of marketing mix identified in the case

1. In regards to PRODUCT:
. Provide the reader with a timelier and tightly edited newspaper.
. Group related stories and use more graphics, charts, and statistical
summaries to enhance ease of use.
. Permit inclusion of more late breaking news by retooling pagination
system.
2. In regards to PLACE:
. Journal decided to expand 154-city private delivery network
. They have planned to build more printing plants in overseas locations to
speed overseas delivery.
3. In regards to PRICE:
. Fee of journal-100$ which focus on executives who are ready to pay the
fee. Also targetted the corporate clients for bulk orders.
4. In regards to PROMOTION:
. USA Today ran an advertisement in papers citing they have the largest
readership
. USA Today tied up with general mills to provide 6 month membership free.
. Nationwide poll by the Los Angeles Times found the Journal to be Americas

RELATIONSHIP TO CONCEPTS
Market Research: The management of Wall Street Journal has conducted
market research in order to identify several areas for possible action during
the next year.
Segmentation, Targeting and Positioning: The Journal targeted the
business segment of customers with their financially oriented daily
newspaper.
Marketing Mix: The case is a perfect example of 4 ps focusing different
segments. Product, Price, Promotion, and Place are clearly visible in lieu of
the case.
Marketing Plan: The case clearly describes about the various market
plans of both USA Times and The wall street journal which is a
comprehensive blueprint of the firms marketing efforts.

BIBLIOGRAPHY
http://talkingbiznews.com/1/opportunity-for-busin
ess-media-with-women-readers
/
http://comicsalliance.com/female-readers-growingmarket
/
http://comicsalliance.com/female-readers-growingmarket
/
https://en.wikipedia.org/wiki/Marketing_plan
http://