MARKET ANALYSIS REPORT
A Report By
By
Mr. G.L.S Anuradha
SAB/BSc/2020A/WD14007
Course: MGT 20425 Marketing
Mr. Nishantha Ekanayake
Year 2, Semester 1
School of Accounting and Business
The Institute of Chartered Accountants of Sri Lanka
24th July 2021
MARKET ANALYSIS REPORT
FOUR ways that metro differentiates its brand from traditional daily
newspapers.
There are several reasons why this metro newspaper company is very important compared to
other newspapers. The most unique feature of metro news agency compared to other
companies is that it is politically biased in sharing information with Nonaka customers.
Consumer analysis shows that consumers are very much in favor of this change.
There are many benefits to this organization as well as the customers due to the feature of
distributing information to the customers without showing any political affiliation. First, let's
talk about the benefits to the company. The company will be able to sell their products,
increase their profits, popularize their products, and place more of their products among
people. The company benefits because they provide a very good product to the customer.
Also, the customers also have the benefit of reading the newspaper's facts based on the
author's biased vision. but due to the unique features of this metro company, customers are
able to get very clean information.
The next thing is the ability to read the newspaper in twenty minutes. This newspaper has
made in a very systematic and efficient manner. Therefore, it is clear that metro has thought
of providing all the information to the customers in a very short period of time. The ability
to read this newspaper in these twenty minutes is most beneficial to the urban people.
However, the urban people have a very short time, they are very busy. So it is more
important for the urban people to be able to read the newspaper within these twenty minutes.
They can know all the information in a very short time.
If we look at other newspapers, If we want to buy a newspaper on that time we have to go to
a place where there are newspapers. But it is very important that we get the newspaper from
any public place in this metro product. Newspapers can be easily purchased in public places,
thus keeping the struggles of the consumer more tied to the metro news paper than any other
newspapers.
Metro refers to its readers as 'urbanites' -.
Metro's urbanite audience is defined as adults aged 18-44 year old, who live in metropolitan
areas. They're tech-savvy early adopters who use the world of online to fuel their busy offline
lives. They like to be constantly connected to their large friendship network talking about
life, love, work, weekends, brands, gossip, politics, sport, fashion and more. They consume
vast amounts of media and use it to fuel discussions - so it's not surprising a large amount of
Urbanites regularly have conversations about articles they read in Metro!
When it comes to understanding more about who Urbanites are and how they consume
Metro, research has revealed the following habits: 22 minutes - the average length of time an
urbanite spends with Metro each day, 3/4 of urbanites start reading Metro before 9am each
day, with most readership commencing on a train, tube or bus journey. [ CITATION new16 \l
2057 ]
Why above differences increase its appeal to younger consumer.
Young people are often people who want a truth-based society
that prioritizes theism and eliminates injustice. So they often
expect truthful information from a newspaper. But reading
many newspapers today does not provide such non-partisan
information. But by reading this metro newspaper, the youth
can get the true information as well as the pure information that
came out without any loyalty. So it become inevitable that
many young people would unknowingly be attracted to this
newspaper.
Many young people today are very busy. They are stuck in their business or job and working
all day. So it's really hard for them to make time now to read a lot of newspaper pages. But
with this metro newspaper being read in as little as 20 minutes, young people can get
information in a very short amount of time, and they seem to be unknowingly addicted to
these newspapers. The other thing is that today's young people are often addicted to
technology, so they do not want to spend too much time on something without technology for
searching news. So being able to read this newspaper in a short period of time has made the
youth more attracted to this metro newspapers.
As mentioned above, today's youth are very much in love with technology. So they are
addicted to get everything instantly. Many adults are accustomed to finding a newspaper in a
store and buying the newspaper they want. But today's young man does not like it much. This
Metro sells newspapers in public places. So young people do not need to go more and buy
newspapers.so they can get the newspapers they want instantly and easily.
With urbanization, young people become busier and do not want to spend too much time on
other activities outside of their jobs. Most young people travel in urbanization, where most of
their jobs and needs are met from the city. It is very easy for them to get this newspaper as
there are many places to meet their needs and wants such as clothing shops for cinemas. So it
is much more attractive to them as it is visible to their eyes quickly.
The external influences currently affecting the newspaper market.
There are a lot of eco-friendly people today and that's a really good thing.
But in the newspaper market, it's a hindrance. It's why environmentalists are making a big impact
on the newspaper market. They say the newspaper market is harming the environment. These
environmentalists say that the newspaper market is causing serious damage to the environment
due to the release of paper into the environment. For that reason, the main obstacle to the
newspaper market is the attacks by those environmentalists and environmental associations.
There is also a risk that the number of customers who view will decrease due to this.
The fact is that the youth of today are often with technology.
The Internet, a powerful and advance technology, has changed the model of mass
communication. The Internet has had a major impact on the external environment of the
newspaper market and has been gradually substituting the prints. It has also increased
competitiveness with easy entry barriers requiring low capital cost and resources, which has been
a threat for many established prints publications. With Internet connection in almost every
home, readers open sites that offer nearly everything found in the newspapers. Many
newspapers, such as Guardian and Verdens Gang, had to compliment their daily prints with
online version and further updates throughout the day. instead of waiting for updates till the next
day's print. Online news medium has also attracted incremental readership from other countries
that were not as accessible to news in the days of prints.
The technological progress and internet has changed readers 'habits and their perception of news,
reduced readers' demand to prints and resulted drop in circulation that has affected newspaper
industry's economy and drop in advertisement revenue - 23% drop in 2008, according to
Newspaper Association of America (The Economist, 2009). According to Levine (Time, 2009),
media integration, such as audio, video and text transmissions, is a fresh angle to the traditional
communication model. It is an opportunity not only for the newspaper industry, but also for
readers as information consumers and citizen journalist.
Another feature that influences this market is the influence exerted by competing institutions.
The idea of the effects of newspaper competition is, in the main, based on economic demand
theory. When competition increases in a media market it pushes the competing companies into
financial commitments to increase content diversity and attract more readers. [ CITATION Mar18 \l
2057 ]
Socio Cultural Environment.
The Internet integration into the industry has impacted the social factors of a newspaper's
external environment. It has influenced its customers 'reading behavior and taken up a
significant part of their daily news habits, Low internet subscription cost and search engines have
changed readers' perception and value of prints, enabled readers to access and scan Internet news
faster and in more topical and visual way. Demographical change is another threatening factor to
the newspaper industry. The number of news readers has grown between different age groups
and noticeably in the age of 18 to 24, as per Pew Research Center (The Economist, 2009);
however fewer of them pay. In the next few decades old school readers of the prints will be
replaced by technology driven news consumers and the printed page will become something of
the past.
The impact of these influences on metro in the short and medium term.
The damage done by the newspaper market is pollution. It has various influences from eco-
friendly associations and soil-friendly people.
Short-term impact of these factors;
The government has the potential to due the business for the damage it does to the environment
through the newspaper market. It may also face some protests from eco-friendly associations and
individuals. For these reasons, can be damage to the reputation of newspapers market.
Medium term impact to the business;
The government may decide to close the business due to the large-scale environmental damage
that could occur in the long run. The business may have to pay a large amount of compensation.
It's Can go bankrupt, It's can damage business reputation.
In modern society, most people stay with technology from morning to evening. Therefore,
they often use that technology to get information. For this reason, this fact may have some
effect on the consumer segment of the newspaper market.
Impacts on the short-term in the business;
The customer base may decrease as a result this. Marketing in the newspaper market may be
declining Because of this research the newspaper could not be sent among the teenagers.
Impacts on the medium-term in the business;
After a long time, technology addiction will increase even more. By that time people could use
technology to get all the information happening in the country. For this reason, the business may
lose business.
It is a common fact that there are people who are involved in running a business. The same is
in the newspaper market.
Short-term impact;
Does not have a large enough impact. Customers base can be little bit change.
Medium term impact;
If business does not respond to competition over a long period of time, the business may lose a
large number of customers.
The sociocultural environment can influence the business in many ways. It can have a huge
impact on the business in the long run as well as in the short term.
Short-term impact;
Demographical change is another threatening factor to the newspaper industry. The Internet
integration into the industry has impacted the social factors of a newspaper's external
environment. It has influenced its customers 'reading behavior and taken up a significant part of
their daily news habits,
Medium term impact;
In the next few decades old school readers of the prints will be replaced by technology driven
news consumers and the printed page will become something of the past.
References
Martinson, J., 2018. How Metro became the most read paper in Britain. [Online]
Available at: https://www.prospectmagazine.co.uk/magazine/how-metro-became-the-most-read-
paper-in-britain
[Accessed 25 July 2021].
newspaper, 2016. Why It Is Important To Read The Newspaper. [Online]
Available at: https://www.mitchellsny.com/blog/why-it-is-important-to-read-the-newspaper/
[Accessed 25 july 2021].
