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Udaipur Times: Strategy of a Hyperlocal News Website
內容大綱
In August 2016, the director of UdaipurTimes.com, a hyperlocal news website, and his partner were faced with a problem. Their start-up venture had thus far grown without any explicit strategy. Despite a steady readership of nearly 200,000, achieving further revenue growth and sustained profitability were ongoing issues. UdaipurTimes.com needed to come up with a comprehensive strategy by evaluating various alternatives (such as creating a mobile app and soliciting user-generated content) to increase the frequency of customer visits and attract new readers to the website. Given its limited financial strength and its focus on speedily growing its customer base while leveraging current resources and capabilities, what strategy should UdaipurTimes.com choose?
學習目標
This case is suitable for use in MBA and other graduate-level management programs. It can be useful in courses such as e-business management, strategic management, entrepreneurship, and management of small businesses. The case aims to help students achieve the following objectives:<ul><li>Understand the growth strategy options in an online media business.</li><li>Understand the revenue and cost drivers of hyperlocal news websites in order to foster an understanding of the various elements of strategy.</li><li>Follow a rational decision-making process and set appropriate criteria (based on objectives) for evaluating options.</li><li>Evaluate strategic growth alternatives and recommend a coherent strategy.</li></ul>