The Londoner (A) - The Case Centre

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Case

Reference no. 9B05A007

Subject category: Marketing

Authors: Darroch A Robertson (Ivey Business School, Western University); Kenneth G Hardy (Ivey Business School, Western University); Pat MacDonald (Ivey Business School, Western University)

Published by: Ivey Publishing

Originally published in: 2004

Version: 2005-04-01

Length: 23 pages

Data source: Field research

Topics: Competitiveness; Market strategy; Market analysis; Market entry

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Abstract

A city politician and the former editor of the city''s daily newspaper assess the potential for a weekly, controlled circulation newspaper to succeed in the city''s $50 million market. They know that the incumbent paper will react strongly to drive out new competitors as it has over many years. The challenge for them is to put together a strategy and a team to enter the market. They will be starting with a mere $250,000 in capital so this operation will have to generate cash very quickly. A second case ‘The Londoner (B)’ (9B05A008) describes a decision to be made regarding a new service.

Location:

Canada

Industry:

Printing, publishing and allied industries

Size:

Small

Other setting(s):

2002