Assignment task: Glacier Media marketing strategy.
1. 4p analysis (In depth analysis. e.g. what are the different kind of services they have. core product, augmented product and so on. what kind of pricing they have. what promotion strategy they are using. very proper in depth analysis of each P)
2. SWOT analysis ( In depth analysis. Give proper reasoning and data to establish the point you are making. for example if you are saying that glacier is well known brand, state the data why they are well known brand). (Add another point "Opportunity". Add what Glacier can do in future in opportunity point. state the fact why it can be added as opportunity, like what is their strength thus they have opportunity to do in future.)
3. Glacier media is making loss for past few years, state the reasons and facts why they are making loss
4. 5C's of marketing. ( Company, customer, competitors, collaborators, context) ( In depth analysis of each C. For example, who are the targeted customers. why they are targeted.. Who are the collaborators, why Glacier is collaborating with them and so on. In context part, pestel analysis needs to be done. proper pestel analysis with the industry data and facts)
5. In depth STP analysis
6. Based on the swot, pestel and other analysis, come up with future strategies. Use marketing tools to ans. For example, are they targeting wrong customers? should they come up with new stp? what are the reason of their loss and how they can overcome that with marketing strategy or tool? should they use growth ladder?
[Glacier Media, a Canadian media company, reported a loss in 2022 due to several factors. While its revenue increased by 7% compared to the previous year, its EBITDA (a measure of operating performance) decreased by $14.6 million. The decrease in EBITDA was mainly because of reduced government wage subsidies, share-based compensation expenses, increased operating expenses in certain areas, rising costs due to inflation and supply chain constraints, and declining demand for print media.]
[Glacier Media, the largest publicly traded media company in British Columbia, released its interim financial results, which may need adjustments due to the impact of the COVID-19 pandemic. The severity and duration of the pandemic, as well as government actions to manage it, could affect the company's future financial position.
In the first quarter of 2020, Glacier Media reported a net loss of $12.2 million, significantly higher than the $1.3 million net loss in the same period in 2019. The company incurred a $10.9 million "impairment expense" linked to the pandemic's impact on its cash-generating units, particularly affecting its B.C. Community Media Group and Commodity Information Group.
COVID-19 led to a decline in advertising revenue, with first-quarter revenue slightly down from the previous year. However, subscription, data, and services revenue increased by seven percent compared to the same period in 2019.
Glacier Media's long-term debt also rose in the first quarter. The company owns various online and print media outlets, including Glacier Farm Media, Castanet, REW, and others.]