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UNIVERSITY OF TECHNOLOGY, SYDNEY Faculty of Business School of Marketing GROUP REPORT MARKETING PLAN FOR AFR ON WWW.NEWSSTAND.COM Report to: Iain McDonald Class: Wednesday 6-9 28.05.2003 By: Student No. Natalie Bosilkov 02114419 Ya-Hui (Anita) Chiu 10078715 Poutintseva Svetlana 00094476 Gaurav Sood 02121251 Keyur Thakrar 02097576 ############ Completed as part of the requirements for 24738 International Marketing Management 1.0 EXECUTIVE SUMMARY 4 2.0 INTRODUCTION 5 3.0 SITUATION ANALYSIS 6 3.1 Business environment 6 3.1.1 Economic conditions 6 3.1.1.1 Economic strategy of UK 6 3.1.1.2 Inflation 8 3.1.1.3 Unemployment 8 3.1.1.4 Population 10 3.1.1.5 Inward and outward investment 11 3.1.2 Social and Cultural factors 12 3.1.2.1 Culture 12 3.1.2.2 Ethnographies 13 3.1.3 Technological factors 14 3.1.3.1 Information and communications 14 3.1.3.2 Internet 14 3.1.4 Political/ Legal/ Institutional factors 16 3.1.4.1 Law regarding the press 16 3.1.4.2 Media ownership 17 3.2. Market analysis 19 3.2.1 The product market 19 3.2.2 Market Forecast 23 3.2.2.1 Market characteristic, Developments & Trends 26 3.3 Competitor analysis 30 3.3.1 "The Press and Journal" 30 3.3.2 "Financial Times" 31 3.3.3 "The Australian" 32 3.4. Organisation's assets and skills 34 4.0 SWOT ANALYSIS 45 4.1 Strengths and Weaknesses 45 4.2 Opportunities and Threats 47 4.3 Implications of SWOT Analysis 48 5.0 EVALUATION OF ALTERNATIVE MARKETING STRATEGIES 49 6.0 OBJECTIVES 51 6.1 Organisation mission and corporate strategy 51 6.2 Company Product/Market objectives 54 7.0 RECOMMENDED MARKETING STRATEGY 56 7.1 Target markets 56 7.2 Market positioning 59 7.3 Marketing mix 60 7.3.1 Product/service 60 7.3.2 Place (distribution) 61 7.3.3 Price 63 7.3.4 Promotion 64 8.0 ECONOMIC...

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