Case Analysis: USA Today

To help you better understand the concepts of Marketing Analysis, you will be asked to complete a case study for each weekly assignment. To prepare for this level of analysis, first read “How to Analyze a Case” in the W1 lesson folder.

This Week’s Case

USA Today: Innovation in an Evolving Industry (located in textbook appendix)

Write an analysis paper on the USA Today case study. Within your paper be sure to answer the following questions:

1. What opportunities in the marketing environment did Gannett seize in launching USA Today? How did the company learn about and respond to these opportunities? Answer the same questions for USAToday.com
2. How has a continuous strategy of marketing innovation proved successful for USA Today as it looks toward its future? Explain.
3. Based on USA Today’s experiences with print and online news, evaluate the long-term potential of printed news and the newspaper publishing industry. Do you believe printed newspapers will continue to survive despite digital competition?

The requirements below must be met for your paper to be accepted and graded:

• Write between 750 – 1,250 words (approximately 3 – 5 pages)
  using Microsoft Word in APA style (download an APA sample paper from the Purdue
  OWL here).

• Use font size 12 and 1” margins.
• Include cover page and reference page.
• At least 80% of your paper must be original content/writing.
• No more than 20% of your content/information may come from references.
• Use an appropriate number of references to support your position, and defend your arguments. The following are examples of primary and secondary sources that may be used, and non-credible and opinion based sources that may not be used.

• 1. Primary sources such as, government websites (United States
     Department of Labor Bureau of Labor Statistics, United States Census Bureau,
     The World Bank, etc.), peer reviewed and scholarly journals in EBSCOhost
     (Grantham University Online Library) and Google Scholar.

  2. Secondary and credible sources such as CNN Money, The Wall
     Street Journal, trade journals, and publications in EBSCOhost (Grantham
     University Online Library).

  3. Non-credible and opinion based sources such as, Wikis, Yahoo Answers, eHow, blogs, etc. should not be used.
• Cite all reference material (data, dates, graphs, quotes, paraphrased statements, information, etc.) in the paper and list each source on a reference page using APA style.

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