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


Code : COM0085

Year :

Industry : Publishing

Region : Europe

Teaching Note:Not Available

Structured Assignment :Not Available

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Introduction:Founded in 1946, Axel Springer Verlag, the German-based publishing house and the owner of Germany's most widely read daily Bild, had grown to become one of the leading European media conglomerates by early 2005. Over the years, the company had focused on its core business of publishing newspapers and magazines in Germany. The newspaper division of the company consisted of a number of popular daily and weekly papers such as Bild, Welt and Hamburger Abendblatt. While the magazine portfolio of the company contained a broad spectrum of titles like Auto Bild, Popcorn, Maxim, Funk Uhr etc. Since its establishment, Springer emphasized on building strong brands and had mostly launched papers and magazines under the umbrella of an existing successful brand. Its publications were well customized and it developed products by clearly focusing on a particular customer group.

Since the 1980s, Springer had expanded its printing operations to other countries. In some European countries like Hungary and Spain the company entered the markets through a joint venture with a local publisher. While in other countries like France, England and Russia the company established itself by introducing local editions of some top brand magazines. This targeted expansion strategy of Springer helped the company to increase its net profit to 47.6 million euros during the first quarter of 2005, from 28.4 million euros in the previous year. From 2004 onwards, it had intensified its growth plans by digitizing its published work, through partnerships with companies that developed online websites. Simultaneously it looked ahead to enter into new countries and expand its printing activity.

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