Strategy on Multiple Channels - Customer Relationships as a driving force for a multi-channel strategy: a view on today and tomorrow at VESTMANLANDS LÄNS TIDING

Table of Contents

1. INTRODUCTION

1.1. BACKGROUND

1.2. PROBLEM AREA

1.3. AN OPTION TO FACE THEPROBLEM OF UNCERTAINTY

1.4. COMPANY VESTMANLAND LÄNS TIDNING, VÄSTERÅS (VLT)

1.5. REASONS FOR THE SELECTION OF THE COMPANY

1.6. ORGANISATION OF THE CHAPTERS

1.7. AIM OF THE PAPER

1.8. RESEARCH QUESTIONS

1.9. DELIMITATION

1.10. TARGET GROUP

1.11. DISPOSITION

2. METHODOLOGY

2.1. SYSTEMATIC RESEARCH

2.2. SCIENTIFIC AND METHODOLOGICAL APPROACHES

2.3. INDUCTION / DEDUCTION / ABDUCTION

2.4. DATA COLLECTION

2.4.1. Secondary Data

2.4.2. Primary Data

2.4.2.1. Surveys and questionnaires

2.4.2.2. Interviews

2.5. QUALITATIVE METHOD

2.6. VALIDITY AND RELIABILITY

2.6.1. Validity

2.6.2. Reliability

3. DESCRIPTION OF VLT

3.1. COMPANY INFORMATION

3.2. COMPANY SITUATION

3.3. COMPANY STRATEGY

4. GUIDELINE THROUGH THE ANALYTICAL CHAPTERS

4.1. CONNECTING LINKS BETWEEN CHOSEN THEORIES

4.2. ORGANIZATION OF THE ANALYTICAL CHAPTERS

5. ANALYSIS OF THE RM AT VLT

5.1. INTRODUCTION

5.2. EXTERNAL RM

5.2.1. The Augmented Service Offering

5.2.1.1. Theory

5.2.1.2. VLT and the Augmented Service Offering

5.2.2. Adaptation - following customers’ requests

5.2.2.1. Theory

5.2.2.2. Adaptation at VLT

5.2.3. Branding

5.2.3.1. Theory

5.2.3.2. Branding at VLT

5.2.4. CRM: a RM Tool

5.2.4.1. Theory

5.2.4.2. CRM at VLT

5.3. INTERNAL MARKETING

5.3.1. Theoretical Aspects

5.3.2. Internal Marketing at VLT

5.4. IMPACT OF INFORMATION TECHNOLOGY ON RM

5.4.1. General Aspects

5.4.2. Impact at the Newspaper Business and thus at VLT

5.5. SUMMARY

6. MULTI-CHANNEL STRATEGY

6.1. LEAD IN

6.2. CHANGE TO A MULTI – CHANNEL STRATEGY

6.2.1. Strategic Change

6.2.1.1. Theory

6.2.1.2. Application

6.2.2. Internal Structure

6.2.2.1. Theory

6.2.2.2. Application

6.2.3. Multiple Channels

6.2.3.1. Theory

6.2.3.2. Application

6.3. SUMMARY

7. RECOMMENDATIONS

7.1. ADAPTATIONS

7.2. CUSTOMISATION

7.3. DATABASES

7.4. LAYOUT OF THE WEBSITE

7.5. PROFIT ON MULTI-CHANNELS

7.6. GENERAL RECOMMENDATION FOR THE MANAGEMENT GROUP

8. SCENARIO TECHNIQUE AS A STRATEGIC TOOL FOR VLT

8.1. BASICS FOR THE TOOL: SCENARIO TECHNIQUE

8.1.1. History

8.1.2. Scenarios – definitions and goals

8.2. METHOD TO CREATE SCENARIOS

8.2.1. Preparation

8.2.2. The funnel Model

8.3. APPLICATION OF THE SCENARIO -TECHNIQUE AT VLT

8.3.1. Analysis of the task

8.3.1.1. Theory to the technique

8.3.1.2. Practical Application at the Newspaper Company VLT

8.3.2. Analysis of the Environment

8.3.2.1. Theoretical Aspects

8.3.2.2. Practical Application at the Newspaper Company VLT

8.3.3. Projections

8.3.3.1. Theoretical Aspects

8.3.3.2. Practical Application at the Newspaper Company VLT

8.3.4. Combining Alternatives and Creating Scenarios

8.3.4.1. Theoretical Aspects

8.3.4.2. Practical Application at the Newspaper Company VLT

8.3.5. Analysis of consequences and scenario transfer

8.3.5.1. Theoretical approach

8.3.5.2. Practical Application at the Newspaper Company VLT

8.3.6. Analysis of disturbing events

9. CONCLUSION

9.1. SUM UP

9.2. PERSONAL OPINIONS

Research Objectives and Themes

The paper analyzes how a local newspaper company, specifically VLT, can fulfill evolving customer demands through a multi-channel strategy while navigating the uncertainty of the digital era and the changing media landscape.

• Relationship Marketing (RM) as a foundation for customer-centric strategy.
• Implementation challenges of a multi-channel approach in traditional media.
• Strategic adaptation of internal structures and employee roles to digital transformation.
• Utilization of scenario techniques to plan for long-term uncertainty in the news industry.

Excerpt from the Book

Summary of Chapters

1. INTRODUCTION: Presents the research background regarding the digital revolution, identifies the problem area, and outlines the thesis goals and research methodology.

2. METHODOLOGY: Explains the qualitative research design, the use of abduction/deduction, and the process of data collection through interviews and management surveys.

3. DESCRIPTION OF VLT: Provides an overview of the company's business model, current economic situation, and strategic structure.

4. GUIDELINE THROUGH THE ANALYTICAL CHAPTERS: Describes the theoretical framework and the logical connection between Relationship Marketing, Multi-Channel Strategy, and Scenario Technique.

5. ANALYSIS OF THE RM AT VLT: Examines how VLT implements Relationship Marketing, focusing on the Augmented Service Offering, adaptation, branding, CRM, and internal marketing.

6. MULTI-CHANNEL STRATEGY: Analyzes the transition to a multi-channel approach, focusing on internal strategic changes and the integration of online and print channels.

7. RECOMMENDATIONS: Offers short-term suggestions for VLT regarding adaptations, website layout, database management, and customisation.

8. SCENARIO TECHNIQUE AS A STRATEGIC TOOL FOR VLT: Applies scenario planning to envision the company's long-term future under different external and internal environmental influences.

9. CONCLUSION: Summarizes the key findings and addresses the original research questions based on the conducted analyses.

Keywords

Relationship Marketing, Multi-channel Strategy, Scenario Technique, VLT, Newspaper Industry, Digital Revolution, Customer Satisfaction, CRM, Strategic Management, Information Technology, Branding, Adaptation, Media Management, Forecasting, Foresight.

Frequently Asked Questions

What is the core focus of this thesis?

The thesis explores how traditional newspaper companies, using VLT as a case study, can manage strategic uncertainty and maintain customer relationships by adopting a multi-channel strategy.

What are the primary thematic areas covered?

The research covers Relationship Marketing, the implementation of multi-channel business models, the impact of digital technology, and the application of strategic foresight through scenario techniques.

What is the main objective or research question?

The aim is to analyze the scientific context in which a newspaper company can fulfill customer demands on multiple channels and to provide valid strategic recommendations for VLT.

Which scientific methods are employed?

The author uses a qualitative research methodology, including an extensive literature study, interviews with the marketing manager of VLT, and a survey conducted among the company's management group.

What does the main analytical part entail?

The analysis investigates VLT's current RM and multi-channel practices, evaluating its service offerings, internal marketing effectiveness, and the influence of information technology on their news delivery.

Which keywords characterize this work?

Key terms include Relationship Marketing, Multi-channel strategy, Scenario Technique, VLT, Newspaper Industry, Digital Revolution, and Customer Relationship Management.

How does the Scenario Technique help VLT?

It acts as a tool for "foresight," allowing managers to move away from rigid forecasting and prepare the company for various future environments, especially given the high uncertainty of technological developments.

Why is the "Augmented Service Offering" model relevant to VLT?

This model is used to break down how VLT provides value beyond just the basic newspaper product—integrating goods, services, information, and personal attention to build stronger customer loyalty.