Juggernauts

Case Introduction
WSJ Market Leader
Business &
Financial
Specialist
Adopting

To stay competitive
Circulation
Check Out the Competition its
Pro
f it s
Cost Cutting
Still Worse
 There is hope

WSJ adjudged the “MOST TRUSTED INFORMATION MEDIUM

Plan C, D, E and more are prepared
Objective : Wall Street Journal

To be the most trusted

information medium in
the country and maintain
a strong bottom line
Situational Analysis
 Market Analysis;
 External Environment;

 Internal Environment.

A SWOT analysis would provide

comprehensive analysis of the
situation.
 SWOT Analysis
One of the longest
running financial
newspaper.

Surveys say that WSJ is

most trusted information
medium, best in quality of
products & services.

Strengths

community.
subscribers in every
Presence of journal
 SWOT Analysis
Research Bureau found the
readership for the Journal
1986 Simmons Market

had declined.

General business environment

also seems to be working
against WSJ. Middle Manager’s
company paid subscription is
on a decline.

Weakness

criticism by cost conscious

has gone upto $100 which

Annual subscription fees
has come in for a lot of
every year

executives.
Advertising linage is dropping
and financial news.
journal publishes only business
Limited target markets as the
 Increased General news coverage
was well accepted by the
subscribers. WSJ has potential
of increasing the coverage
further.

SWOT Analysis

Opportunities
al markets
Internation
 SWOT Analysis
today, New York times,

Financial Times, etc.

New Entrants USA

Investor’s Daily,

Rupert Murdoch
proposing a special US
edition of Financial
Times.

Threats

to go online.
paper might force WSJ
discouraging the use of
New brigade of people
Journal Target Markets

Target Segments
 Innovators;
 Achievers;
 Thinkers;
 Experiencers.
 Consumer Behavior Analysis

Consumer Buying Decision

Psychology Process
Marketing
Other Stimuli
Stimuli Motivation Problem recognition
Perception Information search
Learning Evaluation of alternatives
Economic Memory Purchase decision
Product & Service Post purchase behavior
Technological
Price
Political
Distribution
Cultural
Communication Cultural
Social
Personal
Purchase Decision

Consumer Product choice

Brand choice
Characteristics Dealer choice
Purchase amount
Purchase timing
Payment method
WSJ should thoroughly segment
its market and do a
comprehensive Behavior
Analysis of it prospective
customers and than formulate a
right Marketing Mix to be
Marketing Mix

Product

●
Addition of articles on Arts, Entertainment, Personal finance and general interest stories.
●
Include Late Breaking News.
●
Provide better edited newspaper.

Price

●
Rework the $100 subscription fee.
Marketing Mix

Place

●
International editions  International sales;
●
Build more printing plants overseas, to improve overseas delivery.
●
Extend the Journal’s 154 city private delivery network.

Promotion

●
Editor for the day, encourage people to provide you the news.
●
Kids section or may be a ladies section or a cooking section.
Thank You