A large Asian media company wanted to transition from a print-only operation to one that excelled in online media. The transformation focused on redesigning the sales force and strategy development for the online service. As a result, online profitability increased more than twice as fast as print.
The online business was relatively new for the client. It turned to BCG for help transforming itself into a leading online presence. Building relationships with consumers and key advertisers was critical to this effort. The project focused on two key areas:
BCG's analysis showed that a strong sales force is the source of competitive advantage. The project team:
The team also found that effective use of direct-to-consumer relationships creates competitive advantage. Therefore, the project:
The company conducted a pilot to test BCG’s recommendations. The success of the pilot persuaded the client to implement the recommendations. As a result, online profitability increased more than two times faster than that of print media.