Open AccessGRUPOS ESTRATÉGICOS EN EL SECTOR PERIODISTICO Panorama en la Ciudad de Lima
Author(s) -
Javier Antonio,
Ricardo Arturo Valdez Cornejo,
Raquel Reinoso,
Fanny Soto,
Sara Sáenz Uribe
Publication year - 1995
Publication title -
cuadernos de difusión
Language(s) - English
Resource type - Journals
eISSN - 1815-6606
pISSN - 1815-6592
DOI - 10.46631/jefas.1995.n5.02
Subject(s) - newspaper , rivalry , leverage (statistics) , business , marketing , panorama , investment (military) , business administration , advertising , economics , political science , computer science , machine learning , politics , law , computer vision , macroeconomics
Describes and interprets the behavior of the national journalistic sector from the strategic groups that compete in this industry. For this, the market was segmented based on two variables: type of reader and the way of presenting the information, and a matrix of strategic groups was elaborated, according to three other variables: technology, operating leverage and specialization, to identify generic strategies developed by companies in this sector. A high correlation was found between type of information and type of reader (formal-style newspapers are aimed at traditional readers, while informal ones are aimed at "chicha" readers); having its own press as the highest mobility barrier, since this represents a significant investment for any reader company; vulnerability of all groups to substitute products; high rivalry between newspapers for some of them sharing their target markets; and leverage as the strategy of most newspapers that reach a high level of sales.