What opportunities did Gannett seize in launching USA Today?


Marketing Analysis Case Analysis: USA Today During
this course you will be asked to do two things: 1) analyze other
organization’s marketing strategies, and 2) write a Marketing Plan for a
company of your choice. To help you understand the elements of a
marketing strategy/plan, 3 case studies will be presented to you. You
will learn to analyze case studies during weeks 1, 4, and 7. This
knowledge will prepare you to write the components/elements of your
Marketing Plan in weeks 2, 3, 4, 5, 6, 7, and 8. ReadHow to Analyze a Case in the lesson folder. ReadCase 1: USA Today in textbook appendix Write an analysis paper on the USA Today case study. Within your paper be sure to answer the following questions: What
opportunities in the marketing environment did Gannett seize in
launching USAToday? How did the company learn about and responds to
these opportunities? Answerthe same questions for USAToday.comHow has a continuous strategy of marketing innovation proved successful for USAToday as it looks toward its future? Explain.Based
on USA Today’s experiences with print and online news, evaluate the
long-term potential of printed news and the newspapers publishing
industry. Do you believeprinted newspapers will continue to survive
despite digital competition? The requirements below must be met for your paper to be accepted and graded: Write between 500 750 words (approximately 2 3 pages) using Microsoft Word in APA style, see example below.Use font size 12 and 1 margins.Include cover page and reference page.At least 80% of your paper must be original content/writing.No more than 20% of your content/information may come from references.Use
at least three references from outside the course material, one
reference must be from EBSCOhost. Text book, lectures, and other
materials in the course may be used, but are not counted toward the
three reference requirement.Cite all reference material (data,
dates, graphs, quotes, paraphrased words, values, etc.) in the paper
and list on a reference page in APA style. References must
come from sources such as, scholarly journals found in EBSCOhost, CNN,
online newspapers such as, The Wall Street Journal, government websites,
etc. Sources such as, Wikis, Yahoo Answers, eHow, blogs, etc. are not
acceptable for academic writing. A detailed explanation of how to cite a source using APA can be found here (link). Download an example here. Note: A complete layout of the marketing plan can be found in the Appendix ofthe text. Grading Criteria Assignments Maximum Points Meets or exceeds established assignment criteria 40 Demonstrates an understanding of lesson concepts 20 Clearly presents well-reasoned ideas and concepts 30 Uses proper mechanics, punctuation, sentence structure, spelling, and APA style 10 Total 100


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As a marketing analysis student, you will be analyzing other organizations’ marketing strategies and will be tasked with writing a marketing plan for a company of your choice. In this module, you will be presented with three case studies, including the USA Today case study, to help familiarize you with marketing strategies and plans. This study will cover the opportunities seized by Gannett in launching USA Today, how the company learnt and responded to these opportunities, and how a continuous strategy of marketing innovation played a significant role in USA Today’s success.


The purpose of this assignment is to conduct a case analysis of USA Today and answer the various marketing-related questions provided. You will gain an understanding of the factors that contributed to the successful launch of USA Today, including the opportunities seized by the organization. Additionally, you will identify how a marketing strategy of continuous innovation has helped USA Today become a successful brand in print and online news.

Furthermore, you will evaluate the long-term potential of print news and the newspaper publishing industry based on USA Today’s experiences with print and online news. Lastly, you will provide your opinion on whether or not newspapers will continue to survive despite digital competition.

To complete this assignment, you must write an analysis paper consisting of 500-750 words and using APA format. You are required to use at least three references from outside the course material, with one reference coming from EBSCOhost. Citations are expected for all reference material used in the paper and listed on the reference page in APA style.

1. Analyze the marketing strategies of other organizations.
2. Understand the components of a marketing plan.
3. Analyze case studies to prepare for writing a Marketing Plan.
4. Evaluate the potential of the printed newspapers publishing industry.

Learning Outcomes:
1. Analyze case studies to identify opportunities in the marketing environment.
2. Evaluate an organization’s response to opportunities in the marketing environment.
3. Analyze the success of continuous marketing innovation for an organization.
4. Evaluate the long-term potential of printed news and the newspaper publishing industry.
5. Write a 500-750 word analysis paper on the USA Today case study in APA style.
6. Use at least three references from outside the course material, one reference must be from EBSCOhost.
7. Cite all reference material in APA style.
8. Apply proper mechanics, punctuation, sentence structure, spelling, and APA style to the analysis paper.

Objectives and Learning Outcomes for Marketing Analysis Case Analysis of USA Today

Solution 1:

USA Today has always been known for its innovative marketing strategies and was one of the first newspapers to place a greater emphasis on visuals, charts, and images, making it more appealing to readers. The USA Today case study highlights the opportunities that Gannett seized during the launch of the newspaper, which include identifying a growing trend in a reader’s preference for more concise and visually appealing content.

To learn and respond to these opportunities, the company conducted significant research to determine the kind of content that would resonate with its readers. USA Today initiated reader satisfaction surveys and hired consultants to help them better understand their readers. This research enabled the company to craft its content in a way that was most likely to retain its readers and keep them loyal to the brand.

In the case of USAToday.com, the company leveraged early internet technologies to establish a significant presence within the online news space. The company was able to respond to its readers’ needs by providing a platform for digital online content, which offered additional options related to when and how a bulk of news content is consumed. With USA Today’s website, readers have access to news at any time they want.

USA Today has achieved significant gains in the past due to marketing innovations that have helped it remain competitive in the changing news industry. The company has adopted an approach that emphasizes innovation and has consistently made efforts to tweak its business model as needed to respond to changing market conditions. USA Today has done this effectively while still retaining its primary focus of providing consumers with valuable news content, another innovation the company has adopted is the creation of a mobile app to reach more consumers on their devices and spread their product through diverse and expansive channels.

Solution 2:

The USA today case study provides useful insights that can help shape the future of print news outlets. One of the key insights from the study is that newspapers need to be innovative to survive. In the current digital age, every newspaper must reinvent itself to remain relevant. The continuous strategy of marketing innovation has proved successful for USA Today as it has helped to remain competitive within the news industry continually.

Newspapers should learn from the digital news channels and start working toward building a better online presence while also keeping some focus on their offline readers. Print news is still alive in various parts of the world, and many still prefer physical copies. Rather than abandoning print media, newspapers should start looking for ways to make it more appealing to readers by providing enhanced value, such as, exclusive content, insightful interviews, and more in-depth coverage. Print outlets should be open to more reader feedback and work continuously to adapt to their reader preferences.

In conclusion, the future of print news is uncertain. However, newspapers can take measures to remain successful in the changing market conditions. By focusing on innovative marketing and identifying readers’ changing needs, newspapers can maintain a loyal readership base and stay competitive in the news industry. Newspapers have to adopt a multi-channel approach where they cover all bases of advertising to target the numerous generation and remain relevant to potentially diverse readerships.

Suggested Resources/Books:

1. “Marketing Management” by Philip Kotler and Kevin Lane Keller – This book is considered the authoritative textbook on marketing management and provides a comprehensive overview of marketing strategies and case studies.
2. “Cases in Marketing Management” by Kenneth E. Clow and Donald Baack – This book is specifically designed for marketing students and features a collection of case studies, including the USA Today case study, to illustrate marketing concepts.
3. “Marketing Strategy: A Decision-Focused Approach” by Orville C. Walker, Jr. and John W. Mullins – This book covers the key concepts and tools of marketing strategy and provides practical guidance on how to develop and implement effective marketing plans.

Similar Asked Questions:

1. What are the key elements of a marketing strategy/plan?
2. How do you analyze a case study in marketing?
3. What are some successful examples of marketing innovation?
4. What are the current trends and challenges facing the newspaper publishing industry?
5. How do marketing strategies need to adapt to the current digital landscape?

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