Challenges and Recommendations for Sydney Morning Herald: A Strategic Management Analysis

Running Head: STRATEGIC MANAGEMENT
Strategic Management
Student’s Name
University Name
Author’s Note

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STRATEGIC MANAGEMENT
Table of Contents
1. Purpose of the organisation......................................................................................................3
2. Summary of internal and external analysis..............................................................................3
3. Summary of primary challenges...............................................................................................4
4. Recommendation......................................................................................................................6
5. Conclusion................................................................................................................................8
6. Reference List...........................................................................................................................9

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STRATEGIC MANAGEMENT
1. Purpose of the organisation
The Sydney Morning Herald is one of the leading newspapers of Australia, established in
1831. Recently, that is also published in online version along with their paper version. Publishing
most relevant news, they have been able to keep pace with the time. In fact it is one of the best
Australian newspapers that were first published online. The organisation constantly strives
towards expanding their reporting skill (McDonald, 2016). The reporters of Sydney Morning
Herald are constantly trying to make index coverage of most current issues on national as well as
international level. In the recent times, the organisation has invested over modern machineries
and modern means of production in order to newspapers more years to read which the news
presentation being more organised. In terms of market leadership, Sydney Morning Herald has
had always a close fight with the Daily Telegraph, regarding publication of local as well as
national news.
2. Summary of internal and external analysis
The circulation of the newspaper is primarily surrounding the areas of Sydney. This is a very
populous city having large number of Suburban areas, government areas and 15 specific regions.
The organisation has separate market segments for the two different versions of newspapers.
Firstly, their targets are the elder generation of customers who are more comfortable with for
current printed version. However Dwyer and Muller (2016), highlights that various newspapers
as well as magazines have shifted completely to the online domain, like the Australian financial
review and so on. Considering the sales of Sydney Morning Herald, the organisation is still more
dependent on the printed version for their revenue. The increase in unit revenue is capitalised on
increasing sales of the printed version of the newspaper. In this context, it was mentioned that the
biggest target market of printed newspaper in Sydney and in most parts of Australia are the