Share a link:
https://casecent.re/p/22774
Write a review
|
No reviews for this item
This product has not been used yet
Abstract
Foinse was founded in October 1996 and is the first national weekend paper to be produced outside of Dublin. The main motivation for its foundation was to create a newsworthy vehicle through the Irish language. Foinse is seeking to establish its presence as a credible national newspaper that addresses a wide readership base by targeting the 25,000 people who are interested in things Irish. Furthermore, the paper is entering a highly competitive market where previous Irish language papers have failed. The primary teaching objectives of this case are: (1) to illustrate how market segmentation and product positioning are inextricably linked to product development; (2) to determine from target market information and product development the right marketing mix strategy to pursue, in particular, distribution and promotion; and (3) to evaluate both qualitatively and quantitatively the issues impacting Foinse''s development. There is an Irish translation available (IE597-035-1).
About
Abstract
Foinse was founded in October 1996 and is the first national weekend paper to be produced outside of Dublin. The main motivation for its foundation was to create a newsworthy vehicle through the Irish language. Foinse is seeking to establish its presence as a credible national newspaper that addresses a wide readership base by targeting the 25,000 people who are interested in things Irish. Furthermore, the paper is entering a highly competitive market where previous Irish language papers have failed. The primary teaching objectives of this case are: (1) to illustrate how market segmentation and product positioning are inextricably linked to product development; (2) to determine from target market information and product development the right marketing mix strategy to pursue, in particular, distribution and promotion; and (3) to evaluate both qualitatively and quantitatively the issues impacting Foinse''s development. There is an Irish translation available (IE597-035-1).
Settings
Location:
Industry:
Size:
SME (small to medium-sized enterprise), less than 30 employees
Other setting(s):
1996-1997