Growth Strategies Case Study

Case Title:

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

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.

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
Strategy Followed by Axel Springer
Axel Springer’s Newspaper Division in Germany
Axel Springer’s Magazine Division in Germany
Axel Springer’s Mode of Entry into Different Countries