Axel Springer Group: The German Publishing Firm's 'Targeted' Growth Strategies



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Code : COM0085

Year :
2005

Industry : Publishing

Region : Europe

Teaching Note:Not Available

Structured Assignment :Not Available

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Abstract: Axel Springer Verlag, the German publishing house is the owner of Germany's most widely read daily, Bild. Since its establishment in 1946, the company had focused on its core business of publishing newspapers and magazines in its home country. It gave importance to building strong brands and launched its new publications under existing successful brands.

To establish itself as an international media company, Springer started expanding to Central and Eastern European countries in the late 1980s. By implementing a targeted growth approach, it entered the European countries, either through a joint venture with a local publisher, or through the introduction of local editions of some existing top brand publications.

In 2004, it entered the German electronic media market through agreements with Internet companies. While digitising helped Springer to make its presence known worldwide, the company planned to expand its printing activity to other countries.

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Pedagogical Objectives:

  • To highlight the growth plans of Axel Springer
  • To discuss challenges faced by company to expand its operations in Europe
  • To analyse the company's acquisition and localisation strategies in realising its expansion plans.


    Keywords : Axel Springer; Market leadership in Germany; Related diversification; Joint ventures; Growth Strategies Case Study; Customised content; Targeted acquisitions; Umbrella branding; International growth strategies; Strong product-focus; Trend driven perspective

    Contents :
    Springer in Germany
    Springer's International Strategy
    Further Diversification


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