Strategic Planning at the Chronicle Gazette

STRATEGIC PLANNING AT
THE CHRONICLE GAZETTE

Table of Contents
INTRODUCTION..........................................................................................................................3
1. Current status of newspaper agencies ....................................................................................3
2.2 Status of newspaper leaders, New York Times, Wall Street Journal....................................4
3.1.1 Economic Factors...............................................................................................................4
3.1.2 Social, cultural, demographic, environmental forces ........................................................5
3.1.3 Political, governmental and legal forces ...........................................................................5
3.1.4 Technological Forces.........................................................................................................5
3.1.5 Competitive Forces ..........................................................................................................6
3.1.6 External factor Evaluation.................................................................................................6
4 Internal assessment..................................................................................................................7
5. Strategies Adjustment Perform by Company..........................................................................2
6. Steps "The Chronicle Gazette" take in order to deal with challenges.....................................3
CONCLUSION...............................................................................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
Digital technology is defined as the use of information technology and communication
devices for the exchange and sharing of the information. The technology helps to improve the
scope and methods through which information can be exchanged and shared. It has been
observed that almost every business organisation is approaching towards digitalisation. The
technology also helps to improve the operational efficiency and the performance. Along with the
easy information sharing the information technology also helps to effectively monitor the
performance and to understand the needs of consumers (Smith, 2013).
The use of digital services helps to regularly monitor the preferences and the needs of
consumers and to provide them services accordingly. The impact of digital technology has also
been observed on the performance and operational activities of the newspaper publishing
organisations. This report will analyse the current status of the newspaper industry and how the
digital technology has influenced the industry. Further the study will also conduct the internal
assessment of Chronicle Gazette and will suggest the strategies which can be used by the
organisation to improve its performance.
1. Current status of newspaper agencies
At present the Chronicle Gazette and all other newspaper agencies have been undergoing
into rapid changes due to the digital revolution in the printing and information technology. In the
past decades newspapers were the only means of gaining the knowledge and news. However, the
printing technology, printing time, distribution channel and the limited availability of the
newspaper restricts the news access to people. Since the newspapers were distributed only in the
morning, evening or in day shift it was impossible to inform people regarding the latest updates
which took place in any odd time of the day. However, the digital technology has changed the
complete scenario.
At present the Chronicle Gazette and other service providers are providing news
reporting online. They are also able to perform the live streaming of the news. Thus, as soon as
any incidence occur it is immediately reported and informed to the people. This has allowed
people to stay updated with every news (David and David, 2013). Currently people are also able
to access any news irrespective of its time. People are also able to review the older news. These
changes in the newspaper agencies has allowed people to not only get news and information

from their local regions but also to access the information from all over the world. Thus, the
industry has expanded from local to global level.
2.2 Status of newspaper leaders, New York Times, Wall Street Journal
The New York Times the nation's newspapers has accelerated that 25 newspapers in the
United States have all posted declines in circulation expect the Wall Street Journal. Which has
eked 0.6 percent gain, according to figures released by the Audit Bureau of Circulations. The
others declines ranged from the 20.6 percent for the New York Post to slightly 0.4 percent drop
for the Chicago Sun Times (Nickols, 2016). The new circulation numbers are not good and
probably a little worse that expected that the Web site audiences had increased 10.5 percent in
the first quarter. The Journal are owned by the News Corporation the media conglomerate
controlled by Rupert Murdoch. The leaders of this newspaper has wrote that looses are due to
budget decisions we had made throughout 2008 and earlier this year in response to the economic
crisis (Skokan,Pawliczek and Piszczur, 2013). The New York Times reported a smaller decline
than the industry average as the weekday circulation fell 3.6% to 1,039031. The Times which
last week reported a quarterly loss of $74 million has the circulation revenue was up slightly
reflecting increased prices.
3.1 External assessment
Newspaper are facing many problems and issues in global market due to the
advancement of new technology. It directly affect on the business of newspaper such as
economic, social, cultural, environment, political legal and demographic etc.
3.1.1 Economic Factors
The newspaper industry performance is closely related to the economic performance of
the nation. It is based on the data that provided by the industry. Sometimes, it volatile the
exchange rate that impact on the direct investment plans of long terms (Weber and Tarba, 2014).
It has a leverage the skill of employee in the current market that can improve the services in
strategy planning and executions. Then newspaper industry has needed the proper core
infrastructure to handle the task in proper manner. This type of industry is provided the data but
the government has increased the investment to develop the core infrastructure. In this way, it
can improve the business environment and culture in proper manner.

3.1.2 Social, cultural, demographic, environmental forces
As per newspaper industry, there are half of population in getting access the services that
directly impact the newspaper industry. It has builds the results and outcome to increase the
investment in public services.
The gender role are involving in the nation when the newspaper can test the different
concepts and also support every age group in local marketplace. This type industry is targeted all
type of age group and give more preferences to the experimental in the products or services
(Bryson, Edwards and Van Slyke, 2018).
Environmental standards are providing priorities of the innovation based on the
expectation rather than traditional values. It is fastest way to emerging as a norms to make plan
for increasing the production and also help to meet the customer expectation in effective manner.
3.1.3 Political, governmental and legal forces
Political factor affect the newspaper industry because there are various type of digital
technology increases their demand in global marketplace. It has required for organization to
manage the regulation to diversify the business in global marketplace. Local government plays
important role in the business market to develop the policy setting and enterprise environment
regulations. In this ways, newspaper industry should closely monitor the changes that occurs in
the business growth and development.
Newspaper industry has considered the whether the nations and what the newspaper to
meet all type of rules or regulations.
3.1.4 Technological Forces
Technological forces include innovation, automation, research and development in the
industry. As the study is about newspaper industry new technology is being used in the company
at vats areas. Changes in the scenario will lead to increase innovation more and more in different
sectors of the economy. There are many factors that will be influenced technological changes in
the industry. These changes will bring innovation and automation for future course of action.
These changes will an impact on different innovative ideas that is being introduced to enhance
productivity of the goods and services.

3.1.5 Competitive Forces
Porter's Five force model consist of five forces that will an impact on the industry such as
threat from new entrant, bargaining power of supplier, bargaining power of consumer, threat of
substitute products and competitive rivalry.
Threat of new entrant:- New entrant will increase competition in the marketplace. As there are
so many new entrants in the market. This will affect the functioning of the company in
marketplace.
Threat of substitute:- This is also another threat for industries that will have greater impact on
the industries (Albrechts, 2013)As this study is based on newspaper so consumer can shift to
another substitute in the market.
Bargaining power of supplier:- Supplier is having more bargaining power in the market that
will impact the market of labour, raw material in the market.
Bargaining power of consumer:- It is the market in which consumer has potential to bargain in
the market.
Competitive Rivalry:- There are so many competitors in the market that will affect the
functioning of the industry.
3.1.6 External factor Evaluation
It is the strategic tool that is used to evaluate strategies for the company. It includes
external factors such as opportunities and threats. There are steps that is used in developing EFE
matrix. These steps are as follows:
 Identifying key external factors of the industry.
 Assigning weight to each factor ranging from 0 to 1.0
 Assigning rating from 1 to 4 to each factor that will indicate current strategies of the
company(Martin, 2014)
 Multiply each factors with weight that is given to each factor to determine the score
 And lastly, Add all the values of weighted scores.
Therefore, this matrix helps in evaluating strategic position of the industry in the market.

4 Internal assessment
Organizational processes and structure
The Chronicle Gazette is one of the leading newspaper company in a major metropolitan
area and this company sales the newspaper to 225000 customers (Albrechts, 2013). So the
process involved in newspaper company which starts with the main foling units which consists
of updated information, sheets, signature, reels and printouts etc. and ends at the main foling unit
with the press process. So this organization have a huge customer base. But due to the
advancement of the technology, people are focused towards digital information. So people often
prefer mobiles and internet in order to acquire the day to day news across the world.
The structure of the Chronicle Gazette is very simple as the company follows the
hierarchical organizational structure. This type of organizational structure allows the staff of the
company to allow the effective and efficient information from the higher management people to
the lower management employees.
HR Capabilities
Also this company has well developed Human resource department and team members.
Also, the team of the newspaper company strongly managed their employees which allows the
long term retention of the staff (Martin, 2014). Along with this, company follows the situational
management approach which allows the HR manager to take the situational decisions regarding
the printing of the press. However, HR manager managed to organize the development plans and
trainings for the employees in order to make them feel motivated. The HR capabilities of this
company is very sound. Because of the advancement of the technology, it is very important for
the organization to conduct the trainings for the employees in order to possess the technology
development as it helps them in making the strategy for the firm.
Financial Position
As the company serves the news paper to the large number of people so this company has
a sound financial position (Wolf and Floyd, 2017). This financial position helps the firm to
develop and establish the new technology within the organization.

4.4.Marketing/sales capabilities.
Chronicle Gazettes use their new technology to expand their business. They use the different
promotional strategy to increase the demand of the products. They have a capability of sales
because they use the new technology in their business (Phillips and Moutinho, 2014). They use
the best resources to increase the supply. Chronicle Gazettes managed its resources and
capabilities through doing the proper market research and then understanding of customer need
and value provide the best prices on product with a low cost base that permits high sales volume
with profits for reinvestment to further develop source of differentiation. So company firstly
identify the demand of the product by using the different marketing strategy, and they success
their business by provide high quality of products.
4.5 Operational capabilities
operational capabilities means they operate their business in significant manner, Chronicle
Gazettes uses the beat strategy in their business to reduce the cost they take the advices with the
expertise that how to manage the cost. They manage their all financial accounts and also they
check their cash flows that how much cash is inflow and outflow within the business (Schwenker
and Wulf, 2013). Chronicle Gazettes use the resources in their business also they reduce the
waste it is also helped to reduce the operational cost of the business. Furthermore, Chronicle
Gazettes maintain their all financial accounts also they take the advice with their expertise that
how to maintain the financial statements in the business so company have a best abilities to
operate the business. Further, Chronicle Gazettes improve their operational efficiency through
adding new products, new services and also develop the Customer loyalty.
4.6 Our strengths and weaknesses as a publisher.
Strength
Powerful brand image
Chronicle Gazettes have a powerful brand image because they provide the high qualities of
services to their customer they provide the best information to customer.
Increase market share
Chronicle Gazettes also have high market share because it is the best publisher, and they also
provide the best information to the customer that is the reason customer like this information,
and trust with the company.
Weaknesses

The company Chronicle Gazettes has a biggest weakness that they don't think out of the
mainstream. They keep their focus on news, and other traditional publishing. This lead to them in
not gaining popularity in market of publishers.
They do not execute any customer research in the market. That is way company
Chronicle Gazettes is facing competitive disadvantage because they are not aware about
prevailing tends in customers.
5. Strategies Adjustment Perform by Company
The old and traditional methods of the newspaper are affected by the digital trend. The
involvement of digital technology has affected the business of the print media. The people
preferring digital media over the print medial like news papers. This force the local newspaper
companies to change their current strategy to keep performing in the business. To compete with
digital form of media the company need to introduce new changes in their business. Innovative
thinking is required to stay in market (Wolf and Floyd, 2017). The Chronicle Gazette has
implemented innovative changes in their strategy to make their newspaper more interactive and
interesting for user. This changes in strategy are moving online, customise newspaper and allow
blogging column in the printed newspaper.
Online Newspaper
The online newspaper service is used by the Chronicle Gazette to stay in the business.
The people are currently used smart phones and desktops to read newspapers. The most of the
people are having online assess. This thing can help the Chronicle Gazette to gain customer for
their online addition of newspaper. To gain customer for online addition Chronicle Gazette need
to perform marketing for this. The creative of presenting news can help the newspaper company
to gain new customers. Also, this will help Chronicle Gazette to reduce the use of paper and this
will save money of company.
Customisable Newspaper
In the modern era the people are more engaged in their personal and professional life.
They only have little time to read newspaper. The customers also don't want to waste their on the
irrelevant news. The customisable newspaper can help the customer to get only information what
they want (Albrechts, Balducci and Hillier, 2016). This will make the users more attracted

towards the Chronicle Gazette newspaper. This will save time of customer so, they will prefer
the newspaper over other source of news.
Customer Interaction
The thing customer found less effective about the newspaper is this newspaper are less
interactive for the customers. So Chronicle Gazette need to allow the customers to stay
interactive with company. This can be done by allow the user to be a part of the newspaper
(Wheelen and et.al., 2017). This can be performed by providing opportunity to the customer to
write blogs for newspaper. This will increase the craze in audience to get famous by their
personal articles. This change in Chronicle Gazette's operation strategy company can keep
perform good in competitive market.
6. Steps "The Chronicle Gazette" take in order to deal with challenges.
Strategic plan at the Chronicle Gazette in San Francisco with the paid circulation of
225,000 customers (Feng, Govindan and Li, 2017). Therefore, in order to deal with the
challenges outside the business, the firm need to make short term and long term steps as-
1. Short term challenges can be inclusive of the characteristics of the firm. Thus, in order to deal
with the challenges the firm need to focus over publishing the good news rather than politics and
traditional publishing, By doing this, they can gather the attraction of the number of the
individuals. Hence, short term steps can be taken as changes in strategy are moving online,
customise newspaper and allow blogging column in the printed newspaper.
2. Long term step can be taken in order to reacts to the competitive situation of the company with
terms to the social, economic and political environment. Hence, in order to have long-term
success the firm must allows the customer to write blogs for newspaper. It aids to increase the
craze in audience to get famous by their personal articles (Therivel and et.al., 2013). Therefore,
this kind of steps can be helpful for Chronicle Gazette's operation strategy to perform good in
competitive market.

CONCLUSION
It is concluded from the above project report of Strategic Planning at The Chronicle
Gazette that the publisher of this newspaper is facing problem due to digital newspapers are in
trend. They have online existence, customize in nature and have created personal blog. The
customize newspaper is latest and had created demand for the customers because the people only
prefer to read what they actually want. It is concluded that the knowledge is provided of their
own field that the reason the sales of Chronicle Gazette is in shortage.
The weakness of the newspaper is that Then newspaper industry has needed the proper
core infrastructure to handle the task in proper manner through it they can provide the data but
the government has increased the investment to develop the core infrastructure. It is also
summarised that the Changes in the scenario will lead to increase innovation more and more in
different sectors of the economy. It is concluded that the there is threat of new entrants, and they
will increase competition in the marketplace (Newman, 2016). To cut off the competition the
online newspaper service is used by the Chronicle Gazette to cope up with the current
challenges.

REFERENCES
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