According to the case study entitled \"Jimmy Lai: Apple Daily\" which I attached

Question

According to the case study entitled "Jimmy Lai: Apple Daily" which I attached below, discuss the case thoroughly within the scope of the concept of pricing strategy and give the following:

A.Statement of the problem based on the case study entitled "Jimmy Lai: Apple Daily"

B. Objectives based on the case study entitled "Jimmy Lai: Apple Daily"

C. Areas of consideration based on the case study entitled "Jimmy Lai: Apple Daily"

D Alternative courses of action based on the case study entitled "Jimmy Lai: Apple Daily"

E. Recommended course of action based on the case study entitled "Jimmy Lai: Apple Daily"

A sian Wall Street Journal E ditorial on the Price War Exhibit 4 Review and Outlook Paper Warriors s newspaper war heads toward it second month, the corpses are beginning to pile up. dailies, a handful of magazines and even a racing tip sheet have now been rice slashing spike. Hundreds of journalists are out of a job, and stocks of various have lost a lot of their value. There's not a white lag in sight, either. Like streak, newspaper owners can't seem to tear themselves away from the grim hinese-language d on the on a losing ay: Go for and its citizens a better r it. Because when the smoke clears, Hong Kong will probably have a stronger press, r choice t case now. In the meantime, the colony and the rest of us will t han is the huwe learned another valuable lesson in how free markets work. in Hong Kong now is actually the death throes of a distorted system. I's easy to why one of the local press moguls should be whining that competition has suddenly unfriendly." Until recently, a newspaper cartel-in-all-but-name openly agreed on a recom- of HK$5 per paper. Publisher Jimmy Lai busted a hole in that arrangement when he his spectacularly successful Apple Daily last year at an initial price of $2. In December, priced paper, the Oriental Daily News broke unprecedented pressure from Mr. Lai's now full- cartel ranks and dropped its price to $2 At first, the reading public had a wonderful time, devouring two or even three local papers for a used to cost them to buy just one. Once some blood was on the floor, though, the jitters set in. anviety is being fed by Hong Kong's Newspaper Association, which wants the government or me tive council to "monitor" the war, and perhaps enact laws against "predatory pricing." far no one important is listening, and let's hope it stays that way. The people clamoring for intervention say their noble goal is to make sure the quality press is not squashed by more ess Association leader Hue Peu-ying the local legislat popular, populist giants. More credible is Hong Kong Chinese Pr who blamed everything on the Apple Daily which "did not play by our price setting rules. there's almost no way consumers can fail to benefit from the current shakeout. Take rs' claim that the price war will rob consumers of choice. Who says they have much Good, because there's almost no way consumers 7 Readers who are getting what they want from their newspaper will not abandon it just choice now because another rag lowers its price by a few cents. If Hong Kongers are comparison shopping for their papers by price, it means there is little else to distinguish between them. The papers that survive will be the ones with content and formats- girlie photos and all - that people like. It's that simple. People who have lost their jobs have little time for free market mantras. Yet the fact that many had work for this long was pretty remarkable. Only a few years ago, for instance, Hong Kong had some 90 publications. Since then, a number have dropped off their perches almost unnoticed and due to natural causes -like the rising cost of newsprint. Why should anyone mourn the demise now of the Taiwanese owned United News Daily? It didn't make a penny, and if anything its closure represents a victory for political accountability in Taiwan, where the ruling Kuomintang can no longer afford to subsidize an organ with no reader Of Hong Kong's remaining 20-odd papers, many grew up entirely on the life support system of ad revenue from the cross-border property boom and other products of the market opening in China. As an executive of one relatively unread daily admitted when his paper closed last month, though, "To get by on advertising alone is not healthy With so many newspapers, and sponsors representing every shade of local and foreign Chinese poitical interests, Hong Kong offers an enormous smorgasbord of opinion. When the current war ends, the menu will almost certainly be smaller. But it should also be changed in ways that reflect the needs - and tastes - of Hong Kong people. 177 Case 9 Jimmy Lai: Apple Daily (D)

Explanation / Answer

Statement of the Problem: Newspapers, and, Magazines publishers in Hong Kong slash prices

Objectives

Impact of prices having been slashed: Jimmy Lai Apple Daily to cost $2 against the 5 newspaper cartel's

Areas of Consideration

Alternative Courses

Recommended Courses of Action

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