ASSIGNMENT COVER SHEET

Name

Amar A Gunasekera

Strategy Registration No

MSC-11-01-19

Module

Marketing Finance

Study Center

Strategy Sri Lanka

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Content

Page Executive summary Company Background TASK 1 Role of marketing in wijeya newspapers Wijeya newspapers vision mission & objectives Structural positioning of wijeya newspaper Strategic important and internal perception of marketing function Circulation progress of wijeya newspaper TASK 2 Performance measurement The range of performance measurement currently used by wijeya Recommendation on how to improve marketing accountability By improving current metrics for wijeya newspaper Introducing new approaches for performance measurement that Are relevant to wijeya newspaper
TASK 3 Identifying the specific marketing strategy of wijeya newspaper Evaluation of the strategy of wijeya newspapers Appendix Bibliography 17 17-22

3 4-5 6 7 8-9 9-10 10 11 11-13 14

15-16

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Executive Summary The objective this study is to make inferences about role of marketing by evaluating the marketing strategy of the Wijeya newspaper the leading newspaper publisher in Sri Lanka. The value associated with Wijeya Newspapers strength in the market was tested through collection and assessment of association in a sample of current and non-users of this newspaper. After an analysis of data and views expressed by a sample of newspaper readers common themes, pertaining to the Wijeya newspaper has emerged. This report provides us with a snap shot of marketing activity picture of the wijeya newspaper and how reader has conceptualized it to be. To drive readership newspaper concepts must address readers interest and life styles and readers must find the image positive and relevant. Every thing connected with the newspaper affects its company image but this study reveals that the Wijeya newspaper significantly affected by the newspaper content, both variety and type that fixed life style of the readers. This report finds Wijeya newspaper publications are to be high amongst readers. Wejiya newspaper publications are placed with young and mature readers who are interested in variety of local and global news. Since we have large literacy population newpaper with balance news and attractive presentation to the market for all segments, the publications have become leaders. Well balance news with valuable articles on different topics on all Wijeya Newspaper publications providing functional benefit and updating the knowledge on various topics knowledge about the new arrivals will update the minds of readers. These newspapers contribute towards the up bringing of its readership. In addition, attractive presentation with quality news brings the Wijeya newspapers differentiation strategy to lead the company towards its success.

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Company background

Wijeya Newspapers Ltd. (WNL) commenced operations in 1980 with two Sinhala weeklies "Sirikatha" and "Wijeya" designed for women and children respectively. These were followed in 1983 by another Sinhala weekly for young men -"Tharunaya". Soon after, was born The "Lanka Woman"- a women's journal in English. In 1986, the Company expanded its publishing activities by acquiring several newspaper titles form the then defunct Times of Ceylon Ltd. Two Sunday Newspapers, the Sunday Lankadeepa in February 1986 and the Sunday Times in June 7th of 1987, which reached the hands of the reading public, were brand new publications with refreshingly new concepts, style and form. They served to fill a great vacuum for bold and independent newspapers with attractive presentations. The success of these two newspapers led to WNL's first daily newspaper in 1991 - the "Daily Lankadeepa" which provided its readers with a fresh product everyday and which has raced away to become the most popular Sinhala daily newspaper of today. Introduced in January 1999 as the "Mid Week Mirror", the English tabloid became a daily in June 1999 as Daily Mirror. Today as a broad sheet, it remains a popular daily with its own distinctive style of writing and presentation that makes easy reading. Further, we are happy launched the Sri Lankas only Business Daily Newspapers title Daily FT & Weekend FT on Saturday recently and extremely happy with the progresses in terms of circulations acquired with in very short period.

Wijeya Newspapers Ltd., views the future with continued confidence in its own growth as well as the further expansion of a discriminating and demanding reading public. In line with that , Wijeya Newspapers Ltd expanded its business by starting a state of art factory in 2008 in Hokandara. Wijeya Newspapers Ltd e-news sites are also very popular among internet users. The Sinhala daily "Lankadipa" became the first Sinhala newspaper in the worldwide web. "The Sunday Times" had been available to web users a few years earlier. The popularity of WNL print journalism has been ported to cyberspace with ease. While newspapers will remain relevant for quite a long time, the company is already preparing for the next revolution in info business.

Wijeya NewWspapers Ltd Publications The Sunday Times , Daily Mirror, Daily Lankadeepa ,Sunday Lankadeepa , Daily FT. Weekend FT, Sirikatha, Wijeya, Pariganaka , Hi Magazine ,LW Magazine , Go Magazine Tharunaya , Bilindu ,Vijai
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Some of the recent awards won by Wijeya Newspapers At the awards ceremony organized by the Sri Lanka Association of Printers, Daily FT won Gold, Daily Mirror the Silver and Sunday Lankadeepa the Bronze award in the broadsheet category. The Tharunaya magazine also of Wijeya newspapers won the second place for best Tabloid. The ceremony was held at the Waters Edge hotel at Battaramulla. The Sunday Times bagged five awards including the Best Designed Newspaper of the Year, Scoop of the Year -The Sunday Times News Desk, Upali Wijewardene Feature Writer of the Year Daily Mirror bagged five awards and a merit award at the annual Editors Guild awards which was held on 26th July 2011. Daily Mirrors Channaka de Silva won the Sports Journalist of the Year award, Susitha. R. Fernando won the award for Reporting for Social Responsibility, English Columnist of the Year went to D.B.S. Jeyaraj Daily Mirror, Lakna Paranamanna won the Denzil Pieris Young Reporter of the Year award, Cartoonist of the Year (English) was won by Daily Mirrors Awantha Artigala and a Merit award was won by photojournalist Kushan Pathiraja in the Photojournalist category for the year 2010. Meanwhile, Sunday Times won the Best Designed Newspaper of the Year award, while Sunday Times Journalist Malaka Rodrigo won the Environmental Reporter of the Year award, Chandani Kirinde won English Feature Writer of the Year award for Sunday Times and Photojournalist Gamuna Wellage won a Merit in the Photojournalist category for Sunday Times. The Business and Finance Journalist of the Year (English) award went to Financial Times journalist Uditha Jayasinghe . (Daily Mirror online)
PRODUCTS

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Task 1 Role of marketing in Wijeya Newspapers Ltd As we have seen the key objective of an organizations marketing efforts is to develop satisfying relationships with customers that benefit both the customer and the organization. These efforts lead marketing to serve an important role within most organizations and within society. This study is base on Wijeya Newspapers marketing role by giving due consideration to the objectives, activities performed, structural positioning, strategic importance and internal perception of the marketing function. Objectives align with mission and vision Vision

Mission

Social impact objectives

Financial sustainability objectives

By constructing a clear mission statement and vision statement, you can powerfully communicate your intentions and motivate your team or organization to realize an attractive and inspiring common vision of the future. Wijaya newspapers central strategy is to publish independent newspapers with unbiased news to srilankan readers .To differentiate the products from its competitors the company is using quality paper; ink and modern techniques with new concepts and styles for its publications. That became very popular among the readers. By understanding the need of the readers wijeya newspaper segmentated its publications covering all segments in the society the growth of the market share for its publication automatically increases the revenue of advertising. The advertising department passed remarkable milestone in year 2004 by overtaking the revenues of paper sales.

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Wijeya newspapers Vision mission and objectives

Vision

Mission

objectives

Activities performed

To organize the latest informatio n and make it universally accessible and useful

To enhance society by creating, collecting and distributing high-quality news, information and entertainment.

Financial Gain market share locally of 45% with in 5 year.

Social Provide unbiased benefited news to the public

Using of Sustain a fair trade customer practices satisfaction and rate of contribution 98% to the general Expand welfare of product society. range to attract more customers Provide the fastest news as it happens to the public

Primary Receiving and warehousing of raw materials and their distribution to manufacturing, as they are required (paper roles). the processes of transforming the news collected by news agents into finished products(newspapers) Provide the newspapers to the island wide customers through newspaper agents. Promotions, sponsorships and CSR projects

Support Employees are recruiting, hiring, training, development and compensation. Use the latest technologies to support value-creating activities. Well planned organizational structure and controlling systems.

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Structural positioning Organizational structure is the framework on which a business is built. It determines the manner in which decisions are made; how work and resources are allocated; how information flows throughout the organization; and the roles and responsibilities of each position in the organization. Organizational structure is typically summarized in an organizational chart and is determined by the nature of the business. Companies use many types of organizational structures. Flat Organizational Structure Product Structure Customer-Focused Structure Functional Structure

Functional Structure (Wijeya Newspapers Ltd ) Companies eventually grow as sales and profits increase. Departments form when more than one person with similar expertise is hired. The organization gets taller to delineate the differences in ranks. One common organizational structure because of growth is the functional structure. In this type of structure, departments are formed around specific functional areas such as marketing, accounting, engineering and finance. Heads of each department, such as the marketing vice president, will hire directors, managers, analysts and secretaries to work on projects in their area. .
Chairman

Director Finance

Director Marketing/Production
Department

Editorial

Accounts Department Credit Department

Advertising Department AGM Advertising Marketing Managers Marketing Executives

Circulation Department

Promotions Department

Production Department

Producti on Newsagents Departm ent

Subscription and paper agents Layout /Type setting Department Printing Department

Transport Department

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An advantage of the functional structure is efficiency, according to "Reference for Business." Projects are divided and completed in each department's functional area. A disadvantage can be isolation. Sometimes, functional areas become so efficient that they work toward their own goals while sacrificing company goals. The structural positioning of Wijeya Newspapers should be slightly modified to accommodate the marketing functions to run smoothly by combining the advertising department and circulation department. Currently both departments run separate promotional campaigns for their marketing. While promoting the customers to read the company publications it should strike the advertisers to advertise on those publications. The Newsagents and Paper dealers act as part time marketers to advertising department is another encouragement to have these two departments combined. This way the company can save 50% of their promotional cost and gain more mileage for both departments. Strategic important and internal perception of the marketing function Internal marketing is the process of aligning the core values of your business with those of your employees to facilitate a more efficient service and a better customer service experience for long-term success. Wijeya Newspapers internal perception of the marketing function
Newsagents Freelance journalist Reporters Feature articles/news and photos off provincial/local and international Editorial Wijeya newspapers

Rewarding systems Salaries/incentives/special payment/annual appraisals bonuses

Through various sources, Wijeya newspaper editorial collects the island wide and international news and in return, company is rewarding those sources for their services. Company should have more training sessions for news agents and reporters because most of the time they interact with news sources and customers. Below diagrams, show the internal marketing done in advertising department and the circulation department of the organization. These two departments are getting from the customers by selling their products and services.

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Advertising process of wijeya Newspapers

Sales reps Freelance can verses Part time marketers Newsagents Newspaper dealers Main counters Branch offices

Selling advertising space to customers island wide

Bring advertising revenue to the company

Commissions Incentives Salaries Bonuses

When island wide newsagents and reporters send, their news articles to the head office and they evaluate and grade the news for publishing. There are many disappointments among reporters and provincial newsagents for non-publishing of articles due to limited spaces allocated in the paper. Company can minimize this issue by giving more space to provincial news by printing provincial editions. By implementing this company can sell more newspapers in the provincials and get more advertisements from them.

Circulation process of wijeya Newspaper

Paper Dealers Street sellers Subscriptions Customers Newspaper Revenue to the company

Sales commission Incentives Bonuses

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Task 2 Performance Measurement Introduction Performance measurement is a fundamental building block of TQM and a total quality organization. Historically, organizations have always measured performance in some way through the financial performance, be this success by profit or failure through liquidation. When you are developing or up dating your performance measure, you should consider conceptual frame works to stimulate thought about what should be measured. If you are just developing your performance measurement system select one frame work and use it. The range of performance measurements currently used by Wijeya Newspapers A simple performance measurement framework is outlined, which includes more than just measuring, but also defining and understanding metrics, collecting and analyzing data, then prioritizing and taking improvement actions. A description of the balanced scorecard approach is also covered. There are four key steps in a performance measurement framework of Wijeya newspapers the strategic objectives of the organization are converted into desired standards of performance metrics are developed to compare the desired performance with the actual achieved standards gaps are identified improvement actions Establish key goals Establish metrics Understand performance Initiate improvement

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1. Defined goals Gain market share locally of 45% with in 5 year. Sustain a customer satisfaction rate of 98% Expand product range to attract more customers Provide the fastest news as it happens to the public Provide unbiased benefited news to the public objectives Using of fair trade practices and contribution to the general welfare of society. 2. Defined the outcome matrics To be the market leader Most popular news papers New markets and current market improvements More reliable Build up trust 3. Develop a driver matrics - What measurable factors influence this outcome Social Financial Objectives

1. Effectiveness = Actual output x 100% Expected output = 4 billion x100% 4.1billion =97.5%

This is about the process output, and doing what you said you would do. The effectiveness metrics should reflect whether the desired results are being achieved, the right things being accomplished. Metrics could include quality, quantity, timeliness, and cost/price.

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2. Efficiency =

Resource actually used x 100% Resources planned to be used 2.9 billion x 100% 2.5 billion =116%

This is about the process input, e.g., labor, staff, equipment, materials, and measures the performance of the process system management. It is possible to use resources efficiently, but ineffectively. 3. Productivity = Outputs Inputs = 4 billion 2.9 billon This can be quoted as; =1.37

Expected productivity =

Expected output

Resources expected to be consumed = 4.1 billion 2.5 billion =1.64

Actual productivity

Actual output

Resources actually consumed = 4 billion 2.9 billion =1.37

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Recommendation on how to improve marketing accountability by improving the current metrics for Wijeya Newspapers Marketing performance measurement and management (MPM) is a term used by marketing professionals to describe the analysis and improvement of the efficiency and effectiveness of marketing. This is accomplished by focus on the alignment of marketing activities, strategies, and metrics with business goals. It involves the creation of a metrics framework to monitor marketing performance, and then develop and utilize marketing dashboards to manage marketing performance. Wijeya newspapers use the range of performance measurements currently are purely financial measurements, which is normally short-term measurements. One of the core methodologies to measure marketing effectiveness is the collection of appropriate data. The gathering of right types of data, and its accuracy, is crucial in measuring the marketing performance. Agreement between the marketing department and the senior management is important in selecting appropriate data to be collected. While data collection is relatively simple, a thorough analysis to make sense of collected data is critical. By thoroughly analyzing the data, organizations can gather actionable business insights to improve the marketing effectiveness and marketing efficiency. For example, organizations can use the analytics to drive the marketing return on investment, and make faster and better business decisions. Wijeya Newspapers is implementing MPM may create positions such as marketing operations director and marketing finance director. Program-to-people ratios, awareness-to-demand ratios, the cost vs. lead, the cost vs. sale, and conversation rates are the typical data collected and analyzed. Operational performance metrics, however, primarily provide the organization with a way to rationalize marketing investments, but do not correlate marketing to business strategy and business performance. Because of above, mention limitations in performance measurements, I recommend the most appropriate method to improve the current metric as dashboard to report the marketing performance. The dashboard is where all data and metrics are collated and presented as useful information for the organization. Marketing professionals create these dashboards from metrics and KPIs. Organizations can then use this information to proceed with their marketing. In essence, a dashboard is a multilayered performance management tool that enables organizations to measure, monitor and manage business activity by using both financial and non-financial measures. The dashboard provides analysis into the progress of the organization toward achieving each defined objectives.
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A good dashboard consists of three layers: Level Executive level Operational level Tactical level Function Description Monitors and measures performance against business outcomes and marketing objectives Tracks performance of core marketing strategies and processes Analyzes performance at project or activity level as they relate to the first two

Strategic level

Marketing management Functions and individuals

An ideal dashboard should show the progress of marketing, help assess productive areas, and help in the decision making. In addition, dashboards provide an indication on the value of marketing and also helps to align marketing with the business. Introducing new approaches for performance measurements that are relevant to Wijeya newspapers The balance score card: The balance score card concept as a way of motivating and measuring an organization performance. The concept is taken a systematic approach to assessing internal results while probing the external environment. Balance scorecard looks at 4 interconnected business perceptive. How do our customers see us?
Customer

What must we excel at?

Financial

Mission Vision Strategy

Internal Business Process

Do we get the best deal for the create value? government?

Learning And Growth

Do we continue and

The balanced score card provides away for management look at the well being of their organization from the 4 identified perspectives. Each perspective is directly tied to
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organizational strategy, and strategically linked performance objectives and measures flow from there perspective, providing the user with an integrated performance measurement system. In the balance scorecard the financial perspective becomes the lead perspective as organization first identify their strategic financial objectives. These objectives then facilitate the identification of objectives and measure for the other 3 perspectives. Selecting performance objectives and measures for each of these perspectives would follow the main driver of performance. A way to identify these measures is to ask the following questions. Financial Customer order to Internal business progress impact Learning and growth sound What are our financial objectives? What do we have to do for our customer in insure our financial success? Which of our business processes must customer satisfaction? What improvements can be made to ensure

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Task 3 Indentifying the specific marketing strategy of Wijeya Newspaper A marketing strategy is a process or model to allow a company or organization to focus limited resources on the best opportunities to increase sales and thereby achieve a sustainable competitive advantage. Marketing strategies serve as the fundamental underpinning of marketing plans designed to fill market needs and reach marketing objectives. Wijeya Newspaers marketing strategy is provide independent quality news with a good presentation to the public. Evaluation of the strategy In corporate strategy, Johnson, Scholes and Whittington present a model in which strategic options are evaluated against three key success criteria: Suitability

Where do we want to be

M a r k e t S h a r e

70 60 50
If we do nothing

THE GAP

40 30 20 10 1 2 3 Time 4 5

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Gap analysis of the strategy

Wijeya newspapers is currently holding 35% of its market share. In 1980the company start with two weekly tabloid news papers and today company is publishing 15 publications for all segments. The competition is very high with more than 10 newspaper publishers in the market today. By 2016 the company is targeting to acquire 45% of the market share with new publication for new segments is the main key area the company will look in to. A weekly Buddhist paper An English education paper fpr the children( replacement of Sinhala wijeya paper) Range of Tamil newspapers for that segment

Other than these new products, the company will upgrade and modify the current publications to face the new competitions. Increasing the advertising revenue also well play a major role. Imposing new methods like breaking the main publications provincial vise and collecting provincial advertisement for the provincial circulation will be an innovative way to increase the advertising revenue. Train the staff also is very important to achieve the cooperate objectives. Encouraging the newspaper dealers by introducing attractive incentives for achieving target said by the company and giving recognition will be motivation for them. The advertising staff should given training on the new publications and its target segment. Encouraging the reps to come with innovations to create advertising revenue etc. and rewarding giving recognition will drive them to achieve tasks.

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Wijeya News papers Strategic position

External Opportunities Rapid growth in English readership in Sri lanka Continuous development in media industry. Strategic combination with the other leading publication of the same publisher. Using technology advancement specially in the realms of mobile multi media technologies and the advent of the next (3rd)generation of mobile communications. The acceptability as a valued added services by other business. Threats Weaknesses All other existing newspaper publications pose a threat different magnitudes. The 10th newspaper publisher came to the market with daily and weekly papers in English & Sinhala Strongest competitor; the giant in the newspaper industry.-The lake house (Remember the lake House was in the market for last 10 decades. Government regulations effects media freedom No clear focus for a broader market. Decreasing trend in quality of service due to the rapidly growing customer base. Internal Strengths The best state of art printing factory. Strong infrastructure structure and hence the newspaper coverage is one of the widest and best in Sri Lanka. Reputation for independent unbiased news for all Wijeya publications . High level of cooperate business knowledge retention through low employee turnover.(exception is the advertising department staff. leading publications for all segments.

Feasibility An assessment of the feasibility of any strategy is concerned with whether it can be implemented successfully. The scale of the proposed changes needs to be achievable in resource terms. As suggested earlier, this assessment will already have started during the identification of options and will continue through into the process of planning the details of implementation. However, at the evaluation
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stage there are a number of fundamental questions which need to be asked when assessing feasibility. For example: Below shown is the cash flow of year 2010 Description Cash flow from operations Sales materials Labor Cash flow from financing Incoming loan Loan repayment Taxes Cash flow from investments Purchased capital Total Amount (Billion) 1.9 4.5 1.9 0.70 1.3 3.4 1.2 0.9 (1.7) (1.7) 1.50

By applying the above mentioned strategy the focused cash flow for 5 years is given below Description Cash flow from operations Sales materials Labor Cash flow from financing Incoming loan Loan repayment Taxes Cash flow from investments Purchased capital Total Amount (Billion) 69 99 17 13 29 62 13 10 (42) (42) 56

The above two cash flow statements indicate the year 2010 & the focused year 2016. When comparing these two cash flow its very clear the strategy used by wijeya news papers can be accepted. It indicates the progress the companys making by the strategy of quality news with attractive presentation.

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Acceptability Acceptability is concerned with the expectations of the identified stakeholders (mainly shareholders, employees and customers) with the expected performance outcomes, which can be return, risk and stakeholder reactions. There are several tools use to measure the acceptability of a marketing strategy. 1. Return on Investment (ROI) analysis

Return on Investment (ROI) analysis is one of several commonly used financial metrics for evaluating the financial consequences of business investments, decisions, or actions. ROI analysis compares the magnitude and timing of investment gains directly with the magnitude and timing of investment costs. A high ROI means that investment gains compare favorably to investment costs. ROI=Total In flows Total out flows Total out flow

Wijeya newspapers ROI rates for forecasted years. Investment Cash Inflows Cash Outflows Net Cash Flow Now Year 1 6.5 5 1.5 10.3 8 2.3 Year 2 13.7 6.9 6.8 Year 3 Year 4 Year 5 Total 15.2 5.5 9.7 25.5 9.2 16.3 30 10.6 16.4 101.2 45.2 56

ROI

0.3

0.28

0.98

1.76

1.77

1.81

1.03

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Above indicated diagram revels the return of investments for future forecasted years. It justifies the strategy used by wijeya newspapers is inline. Stake holder Mapping

High
Keep satisfied Key Players

Power
Minimal effort Keep informed

Low Low Interest High

When we look in to the map of stakeholders; wijeya newspapers mainly forecast on the customers and its employees. Those are indicated as key players in the map. The company makes sure to satisfy them because it clarifies the success of the strategy.

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Appendix
Marketing strategy is a process that can allow an organization to concentrate its limited resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage. Differentiation strategy is one of creating a product or service that is perceived as being unique

"throughout the industry". The emphasis aspects that might be specific to your industry. This uniqueness should also translate to profit margins that are higher than the industry average
Suitability deals with the overall rationale of the strategy. The key point to consider is whether the

strategy would address the key strategic issues underlined by the organizations strategic position Strategic logic The literature on strategy evaluation has been dominated since the 1950s by rational/economic assessments of strategic logic. These analyses are primarily concerned with matching specific strategic options with an organisations market situation and its relative strategic capabilities (or core competences). Portfolio analysis which help to assess how a new strategy might improve the balance or mix of activities in the organisation. Life cycle analyses which assess whether a strategy is likely to be appropriate given the stage of the product life cycle and the relative strength of the organisation in its markets. Value system analyses -- aimed at analysing how a strategic option might improve the performance of the value system as a whole. Assessment of synergy is a specific example of such an analysis Feasibility is concerned with whether the resources required to implement the strategy are available, can be developed or obtained. Resources include funding, people, time, and information. or cash flow in the market Acceptability: Alongside suitability and feasibility is the third criterion, acceptability. This can be a difficult area, since acceptability is strongly related to people's expectations, and therefore the issue of acceptable to whom? requires the analysis to be thought through carefully Return: Profitability analyses (return on capital employed, payback period, discounted cash flow, earning potential, market valuation, etc.); Cost/benefit analysis; Shareholder value analysis. Risk: Financial ratio projections; Sensitivity analysis; Decision matrices; Simulation modelling; Heuristic models.

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Bibliography Marketing Accountability-how to measure marketing effectiveness-Malcolm McDonald and Peter Mouncey.
en.wikipedia.org/wiki/Strategic_planning www.lmcuk.com/management.../stakeholder-mappi... - United KingdomCached - Similar www.thefreedictionary.com/acceptability www.acca.co.uk/pubs/hongkong/.../learning_strategic_choice.pdf File Format: PDF/Adobe Acrobat en.wikipedia.org/wiki/Strategic_managementCached - Similar Jump to Strategy evaluation and choice hr.utk.edu/performance-evaluation/ www.aafp.org ... Journals fpm Vol. 10/No. 3(Mar) www.centerforcommunityhealth.org/.../VisionMissionGoalsandObjec www.virtueventures.com/sites/virtueventures.../mdbl-chapter2.pd

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