Case Study on "New York Times Case"

Case Study 4 pages (1112 words) Sources: 3

[EXCERPT] . . . .

New York Times Case

Case Synopsis

The case commences with the mentioning of the internal crises to which the New York Times has been subjected throughout its existence, and continues by arguing that challenges to organizational success were not only emerged from within the company's internal environment, but also from the external environment. Some issues which raised challenges include the changing political climate, the rapid advancements within the field of technology, the changing features of the competition or the changing structures of the media industry.

The case also focuses on the New York Times as a valuable social component, but also in its quality of family business. It details several aspects of the media industry, such as the changes which have occurred in structure, or the strategies which have been implemented by the players to maintain and improve their competitive levels. Of interesting note are the elements of Times' strategy, such as the expansion into various markets or its commitment to its long-term plan of quality journalism.

2. Case Analysis

2.1. Times' Product Markets

A product market is generically defined as "a broad group of products that satisfy a general, yet similar, need" (Cravens and Piercy). For Times, the product market was constituted by a series of journalism products, such as printed newspapers, articles within the online community or television programs. In the creation and sale of all its products, the company has maintained its integrity and its commitment to high quality journalism, even if this has at times brought them hardship.

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2.2. Matching of Customer Value Requirements with Company Capabilities

The company has consistently fought to implement strategies which satisfied the customers. It has strived to make its product available on various media channels or it has fought to improve the quality of the journalism with which it presented the audience. Yet, in some cases, this commitment to high quality -- materialized for instance in the pouring of money into graphic designs and story verification -- has delayed in retrieving the desired results. In turn, the impact was that of registration of high costs, which has dissatisfied the Times shareholders.

Overall, the company has strived to satisfy the customer and has recognized that customer satisfaction is the key to organizational success. Yet, in achieving the desired levels of customer satisfaction, the managerial team has remained true to its initial plan and focus on high quality journalism and expansion of its reach.

2.3. The Competitive Arena

The changes which have impacted the media throughout the past decade have also taken a tool on the features of the competition within the media. In a more specific formulation, the competition from substitute products has significantly increased due to the advent of the internet and the propagation of television. These additional pressures led to a structural change in the printed media field. Orville Schell, dean of the journalism school at the University of California explains: "the Roman Empire that was media is breaking up, and we are entering an almost feudal period where there will be many more centers of power and influence. […] it's a kind of disaggregation of the molecular structure of the media" (Cravens and Piercy). Part of this restructuring strategy has been constituted by the mergers which occurred between various media firms (part of this strategy, the New York Times acquired the Herald Tribune).

2.4.… READ MORE

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