Independent News & Media (South Africa) (pty) Limited the leading newspaper group in South Africa commissioned an investigation into the strategic launch of a newspaper targeted at the African consumer in the KwaZulu Natal (KZN) market. Independent Newspapers had a profitable Service Agreement with Mandla Matla the owners of ILANGA, the oldest Zulu language bi-weekly newspaper in KZN, which expired on March 31,2002. Prior to the ending of the Service Agreement between the two companies, Independent Newspapers was restrained from publishing a Zulu language newspaper. In order to minimise the effect of the loss of profit from the Service Agreement, various options were determined and a through investigation was commissioned. One option was the possible launch of a new Zulu language newspaper. Reader research was commissioned in the form of reader focus groups and reader questionnaires to determine whether there was room for another newspaper targeting the African consumer. The reader research indicated the strong desire for a daily newspaper ideally in Zulu. A comprehensive financial analysis and a new product development strategy was presented in order to best utilise the research findings and develop a profitable and consumer ariven newspaper. In order to achieve this a number of strategic models were used in the development of the proposed new product.

Thesis (MBA)-University of Natal, 2002.