新闻集团策略分析(EMBA)

Group1–NewsCorporationEMBA–StrategicManagementI4July2010ContentsIntroduction1EnvironmentalAnalysisOrganizationalCapabilitiesAnalysis2CompanyStrategy3StrategyImplementation4Issues/Recommendations5Conclusion6Q&ASession72PartIIntroductionIntroduction
AdiversifiedglobalmediacompanywithmajorbusinesssegmentsinNewspapersFilmedentertainmentTelevisionCablenetwork&SatelliteTVInternetOthers
ActivitiesprincipallyinUS,UK,ContinentalEurope,Australia,AsiaandLatinAmerica4DevelopmentPathAustraliaUSUKChina19231968197319932005198419891985NewspapersFilmedEntertainmentTelevisionsSatelliteTVInternet5PartIIEnvironmentalAnalysisOrganizationalCapabilitiesAnalysis7LegislationSocialTechnologyPolitical•GovernmentControlandstandpoint•Governmentinterferenceonstrategicchange•Changeinaudience’staste•Languagerequirements•Changeinsocialhabitduetointernet•Technologychange•IncreaseimportanceofBroadbandInternet•Regulationsformassmediae.g.broadcastinglicenceMarcoEnvironmentNote:NoinformationforEnvironmental&EconomicFactorsIntraIndustryAnalysisGeographicCoverageProductPriceHighHighLowTVInternetNewspaperFilmsSatelliteTVOrganizationalCompetitiveness•Adequatebanksupport9•Opportunisticleader•Readiness&Willingnesstofacechanges•Extensivedistributionchannels•Brand,Goodwill,Politicalrelations,ExclusiveAgreementsPartIIICompanyStrategyCorporateLevelStrategy
Murdoch’svision:…“RuleTheWorld”…(TedTurner,1996)…Gambletheentirecompanyandhispersonalwealthonthesuccessofhisbusinessdeals.“Acrisisjunkie”,followsanambitiousandriskystrategyofexpansion…(Chenowethnotedin2001)11
NewsCorpTopStrategy:Wehavebuildacompanywiththe“Agilitytoseizestrategicopportunitieswhentheyarise”…(Murdoch’scommentsin2003annualreport)CorporateLevelStrategy12
NewsCorp’s“Simpletounderstandbutnotalwayseasytoimplement”strategy:IgnoreoreventakeonconventionalwisdomInvestwiselyandearlyinnewbusinessBepatientastheneweffortfindsitsfootingEnjoythegrowthandprofitabilityasthebusinessmatures,alwaysbethinkingaboutbuildingthenextgenerationofnewchannelopenings(from2006annualreport)BusinessLevelStrategy•HostGovernmentPolicies•GovernmenttieswithUK/China•USCitizen•Similarcustomerneedsglobally•Transferrablemarketing13InternationalBusinessStrategyInternationalDrivers•NewspaperPublishing•TV/Film•Satellite/Cable•InternetMarketSelection•JournalisticResources•Accesstofilm,TVprogramming(FilmLibrary)•Distributionplatforms•Broadcastingrights(football/sports)•Marketdominance/Scale•Countryspecificdifference•Newencryptiontechnologies•Humanresources-Murdoch•Intangibleresources–BrandCompetitiveAdvantageCompetitiveAdvantage•Acquisitions•OrganicDevelopments•StrategicAlliancesModeofEntry36%14%36%14%CompetitiveAdvantageFocusCostDifferentiationHybrid27%5%41%27%StrategicDirectionMarketPenetrationProductDevelopmentMarketDevelopmentDiversification36%46%18%StrategicGrowthMethodOrganicDevelopmentMergers&AcquisitionStrategicAlliancesAchieved22MajorDeals/Projectsfrom1923to2006StrategyAnalysisStrategicEvaluationIssuesSuitabilityAcceptabilityFeasibilityNewsLegacyBusinessInternationalContentOnlynationalpaperinAustraliaMonopolyissuesonTimestakeoverMainprofitsfromUKTV/FilmsDiversificationNewresourcesUSRegulationonForeignownershipProfitablein2003Satellite/CableDiversificationNewTechnologyEarlyMoverUKregulationonnewspaperownershipforTVCompanyBankrestructureddebtsandloanagreementInternetDiversificationNewTechnologyRiskofmissingopportunityNotearlyenoughBusinessStrategicOptionsStrength/Opportunity•MakeuseofMurdoch’sbrandtopromoteproducts•UseambitionandagilitytocapturegrowthopportunitiesWeakness/Opportunity•Internet-Capturelatemoveradvantagebyacquisition•MurdochUniversity-Ruletheworldbyeducationinvirtualrealityworldwide(Sectordiversification&CSR)Strength/Threats•Politicaltiestocombatregulationconstraints•Usebrandtofendoffcompetition•FinancialcapabilitytohaltrivalryWeakness/Threats•SuccessionPlanning–promoteotherchildrenforcontingency•Bundleofferingtocrosssellandencourageone-stop-shopconcept(againstVirginofferingquadrupleplay)PartIVStrategyImplementation
ManagementstructureStructuralchangestocopewiththemarketexpansionandproductdiversification
DevelopmentofnewmediachannelsTechnologicaldevelopmentneedtodrivethecompetitivechangefromtraditionalterrestrialsystemsoftelevisiondistributiontosatelliteRealtimebroadcastingofsportschannelse.g.SkySportsIncreasingimportanceofinternetBoughtMySpace.comin2005Changes&Impact
LocalizationMaintainPoliticalFriendshipLocaladaptationtoChinagovernmentrequirementCustomizingprogramsforAsiancountriese.g.narrowcasting,usingthelocallanguages
WorkingcapitalHugecapitalrequirementresultedfromtechnologydevelopmentandglobalmarketexpansionChanges&ImpactImplementationApproach
CommanderApproachMurdochisbothChairmanandCEOofNewsCorpStrategiesofNewsCorparedrivenbyMurdochBoardofDirectorsofNewsCorpisbelievedtobeovershadowedbyMurdochPartVKeyIssues&RecommendationKeyIssues(I)
InternationalStrategiesofNewsCorpinevitablyleadtodistinctPOLITICAL,ETHNICALandCULTURALRISKEXPOSURESAlwaysdifficulttopredict22
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