IBM 414 | Current Events
Assignment #2
Publication Source: BusinessWeek (online)
Date: 4/12/02
Page(s): n/a
Title of Article: A French Beau for the New York Times
The firm is the New York Times and the marketing strategy presented in the article is gaining a foothold in the European market by supplementing the popular newspaper tribune Le Monde with the hopes of becoming mainstream if the three-month trial is successful.
Yes
I do think this strategy will work because the Europeans, as the article mentions, are required to take English classes in school, thus literacy is not a barrier. In addition, Europeans are fascinated with American culture, following trends in pop culture and Hollywood. Moreover, America is the benchmark that all countries must gauge itself by because we are number one economically, technologically, agriculturally, and politically. These stories/articles will enable these foreign readers to gain insight as to why America is the driving force in the global market. This model of supplementing a local newspaper, if initial trials are successful, could also work in other foreign markets such as Japan.
The concepts in which the article relates are Group of Seven and more specifically the Triad on pages 63 and 65 respectively. These regions are well educated and therefore can be considered growth hotspots for the New York Times long-term growth.
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