Posted: December 8th, 2014

GLOBAL BUSINESS

Your Report;

The Individual report comprises 50% of your Total Module Mark.
Your report will be marked both on the structure and format of your report and on the findings. Marks will be determined by your ability to:
• understand and interpret the question
• apply information and lessons learnt during the semester
• research information and use it to answer the questions
• express information and arguments in a logical and well structured manner

Introduction
In the developed economies the newspaper industry is going through a period of change. This change can be attributed to a number of factors. Yet whilst the industry is

going through a period of change in the developed economies, in other economies such as India the story is different.
The purpose of your assignment is for you to answer all of the following questions:
1. Describe a PEST analysis, its purpose and the business benefit.

2. Conduct a PEST analysis for the newspaper industry in the developed economies.

3. Conduct a SWOT analysis of the British newspaper The Guardian.

4. Describe Lewin’s Field Force Analysis.
5. Conduct a Field Force Analysis for the newspaper industry in the developed world concerning the use of the internet.
6. Describe why the Indian newspaper industry is not facing the same challenges as those in the developed economies.

A good place to start your research is The Economist – this has covered the topic of newspapers and their future several times.
http://www.economist.com/node/7830218

1. Pest analysis is a straightforward and worldwide creation to help business managers analyze the Political, Economic, Socio-cultural and Technological changes in

their business environment. Pest Analysis allows managers to understand the overall changes that they may be exposed to and to improve the opportunities that they

present. The business benefits of PEST analysis are that it gives smart management an advanced warning of threats. Furthermore it exposes the direction of the change

in your business allowing the business to outline what they are doing, and thus, change their path. PEST analysis could also prevent a business from falling as well as

allowing the business to develop an objective view of its new environment

2. PEST ANALYSIS FOR NEWSPAPERS:
Technological: The Internet has had a major impact on the newspaper industry as mostly every household has access to the Internet and nearly every website offers the

current affairs which can be found in the newspaper. Newspapers such as the Times, The Financial Times and the Guardian have now created online versions and updates

throughout the day on their website and allows one to keep up to date with the news throughout the day instead of waiting for the next days print. The technological

development has changed reader’s habits of newspaper and their demands for the prints resulting a drop in printing papers and a drop in advertisement revenue 23% drop

in 2008 according to the Newspaper Association of America (The Economist 2009). According to the Economist (8th December 2012) “Revenues of newspapers continued to

fall, dropping to $34 billion last year in America – only about half of what they were in 2000”.
Political: Any unexpected event such as an election, a terrorist attack or a government dispute can draw in a reader’s interest. According to the Economist (2009)

various political parties will draw in different readers based on their political beliefs and an example of this is 2008 US Presidential campaign that derives

different peoples attentions.
Socio-Cultural Environment: Due to the technological factor of the readers acceding the Internet more and becoming a daily habit. A low internet subscription cost and

search engines have changed peoples views and their value of the print as they can surf the internet faster for the news and is more accessible and easier than getting

the actual print. According to the Pew Research Center (The Economist 2009) different age groups specifically ages 18 to 24 have become interested in the news however

virtually and a threat is that newspaper prints will not be made in the future, as the news will be on technology.
Economical: During the financial crisis the newspaper industry has faced high copy prices, loss of advertising and drops in circulation and has been a threat to many

newspaper companies. Due to the Internet classified advertising has dropped significantly by 70% of their ad revenue according to Fitzgerald (Editor and Publisher

2009). Due to the threat a cut of staff and decline in readership has affected the newspapers but the Internet could expand the increase in production and revenue.

4. Lewins Field Force Analysis is a decision-making technique and allows one to make a choice by evaluating the forces for and against a change and helps one to

explain the logistics behind the decision. There are two functions, which are; one can choose whether they wish to go ahead with the transition, which can increase

your chances with the success by strenghthing the forces that encourage change or weakening those against it.

6. India is the largest consumer of Newspapers, according to the World Association of Newspapers more than 107 million daily newspapers are circulated in India in

2009. Print Media in India is accounted for 45% of total ad spend and this clarifies that media is read. The reason as to why India does not force the same challenges

as developed countries is because the Internet and broadband use is below 2%. Unlike countries such as the US which has the usage of 90%. The low use of broadband

means less digital competition to printed papers. Another reason that it faces different challenges is because only 35% of Indian Internet users visit newspaper

websites. In comparison to the US which is 67%. Additionally the advertisements post available employment and services acquiring more readers to get the newspaper, as

there is a want for employment. In 2011 advertising expenditure for print media was £1.74bn, it is predicated to continue to raise an annual rate of 10% between 2011-

2014. Another reason that it does not face the same challenges is that the price of the newspaper is low and therefore a middle class household could buy up to 3 or 4

newspapers. Whereas in America and the UK the price is a tenth more.

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