Phot o Credit : Google Images
GEOGRAPHIC
NATIONAL
Executive Summary
We chose to do our research
project on National Geographic, the
world-renowned magazine publishing
compa...
efficient. This shows how much the
company truly cares about the
environment. And lastly, National
Geographic has built se...
National Geographic
Magazine
The National Geographic society was
founded by a group of 33 scholars,
military men, cartogra...
science, and environmental and historical
conservation. Year after year, National
Geographic’s subscription renewal rates
...
Geographic KIDS is to introduce children
to the cultures of the world and the
beauty of our natural environment, in a
fun ...
NATIONAL GEOGRAPHIC KIDS
MAGAZINE
Mission Statement: “Dare to Explore”
With a mission to inspire young readers to become
y...
Business Level Strategies:
With hundreds of thousands of
magazines circulating the world it becomes
easy to wonder how Nat...
natural color pictures of the sea,
the sky, the North Pole and the
South Pole. National
Geographic also is a non-profit
ma...
 Innovative
o Many magazines today have
followed in the wake of
National Geographic in many
ways. In terms of taking thei...
may cause a huge loss of
business for the company as
potential readers pick up a
Cosmopolitan instead.
Opportunities:
 So...
o Just as easily as a journalist or
photographer can be killed in a
war zone, environmental
dangers can lead a
representat...
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 It was founded to increase and diffuse
geographic knowledge, and its mission
is to inspire, ...
MARCH 24, 2015
Character Development
Photograph by Patrick Quinn, National
Geographic Your Shot
Amateur opera singers tran...
Geographic has an audience that’s 40
million-strong between Twitter,
Facebook, and Instagram (Hitz).
National Geographic a...
functional and cross-divisional
association.
Business Level Strategies
 Every year thousands of schools in
the United Sta...
SWOT
Strengths
 Strong brand image
 There are so many loyal customers
 Incidence of geographic sites with
world-wide si...
Illustration by Pierre Mion, National
Geographic
The 1964 Good Friday earthquake, the worst in
North American history, cau...
 More and more people want to choose a
“Go Green” company. From the
pictures and news from the social media,
the climate ...
ensure that all supplied paper and other
materials conform to the Lacey Act as
amended in May 2008. In addition, any
mater...
the office must be either made from recyclable
materials or recyclable themselves. This policy
says a lot about how the co...
other educational organizations. Everything the
company does is for the benefit of the
environment, a cultural group, or f...
and makes decisions with the best interest of
others in mind. Also, National Geographic is
an extremely ethical company, a...
water and paper usage, they are also
cutting down their expenses. And
when they have more money in the
budget, they can us...
opportunities the photographers
could have.
 Since National Geographic is such a
large company, people are always
trying ...
overall business portfolio. They offer guided
trips all over the world of varying sizes and
itineraries. These include stu...
decisions at the corporate level that will
please donors.
 The travel side of the business fits into
this corporate strat...
operates in a way that supports local
environments without changing or
harming them.
 A weakness is price, because many
m...
though the company operates this way
on principle, it is a good strategy due to
the overall trend of the industry in this
...
 Competitive rivalry would seem to be
strong from the outside, but is in fact
quite low due to the market, name
recogniti...
Works Cited
Lulofs, Neal. "Top 25 U.S. Consumer Magazines." Top 25 U.S. Consumer Magazines for
June 2014. Alliance for Aud...
“1964: Good Friday Earthquake.” Education. National Geographic.com. n.p, n.d. Web.
25 Mar. 2015.
Davies, Brittney. “Why th...
of 33

National Geographic FINAL

Published on: Mar 3, 2016
Source: www.slideshare.net


Transcripts - National Geographic FINAL

  • 1. Phot o Credit : Google Images GEOGRAPHIC NATIONAL
  • 2. Executive Summary We chose to do our research project on National Geographic, the world-renowned magazine publishing company. While looking further in the company, we noticed that National Geographic is comprised of several different subdivisions that all work together towards the common goal of educating people of the current state of the Earth and the culture’s within it. The main aspects of National Geographic that we will discuss through our research are the magazine, the Green and environmental movement, the educational programs, and their lodging facilities around the world. We believe that these are the main focuses of National Geographic and that strengthening these areas will lead to great success for the company as a whole. National Geographic is the most recognizable science and photography magazine in the world, and they do not have any direct competitors due to the amount of creativity that goes into each specific issue. They have many well- known photographers who are constantly traveling and exploring new places to use in the magazine for education. This is what sets National Geographic apart from the other science magazines. The company also makes education a focus of the company, and they love to give back to the educational community. National Geographic has magazine issues just for children that are extremely educational but also a fun way for children to learn. National Geographic is also an industry leader in environmentally friendly supplies as well as green building supplies. They are constantly revising their business plans in order to be more environmentally friendly and energy
  • 3. efficient. This shows how much the company truly cares about the environment. And lastly, National Geographic has built several lodging systems around the world, where people can stay and have different cultural experiences. This is a great way for travelers to learn about various cultures in their native habitats while still enjoying a relaxing vacation. Though all of these channels, National Geographic has become, and will continue to be, a successful nonprofit organization, who stands on a very strong legal, moral and ethical foundation. Method The study researched about the National Geographic Society, Which is one the best none-profit, scientific, environmental, and educational institution in the world. The study is presented how, what, and why the National Geographic did well on their strategic management development, and what impacted their improvement. We have four group members to report magazine, Lodging, tourism, Social media, education, television, and environmental sections of the National Geographic Society. In our research, the most of the our articles are came from the National geographic society official website, some of the articles form the National Geographic’s online magazines, and the rest of our articles are found from the academic websites. Also, our researchers tried to contact the National Geographic Society to get some resources by email, but haven’t heard any responses from them. This research is important for our career improvement and strategic management plan development.
  • 4. National Geographic Magazine The National Geographic society was founded by a group of 33 scholars, military men, cartographers, explorers, and world-travelers on January 27th, 1888 came together at the cosmos club in Washington D.C to found The National Geographic Society. With a goal to bring the wonders of Planet Earth, and the cultures of the world to America, as well as to promote awareness of such educational value, The National Geographic Society called themselves, “a society for the increase and diffusion of geographical knowledge,”(Lomography). Without much success in promoting geographical knowledge, the society created The National Geographic Magazine just 9 months after the founding to The National Geographic Society (Lomography). The magazine was able to gain tremendous momentum from their humble beginnings through the leadership of their first full-time editor, Gilbert Hovey Grosvenor. Grosvenor brought the magazine’s popularity from 1000 readers to 2 million just within the first few years of his service. This is thought to be due to the inclusion of beautiful, artistic photography which was included in the magazines (Lomography). Today, National Geographic is one of the largest non-profit scientific and educational institutions in the world. National Geographic remains a non- profiit organization with interests in geography, archaeology and natural
  • 5. science, and environmental and historical conservation. Year after year, National Geographic’s subscription renewal rates are among the highest in the industry. Through their century of excellence National al Geographic has gained many supporters and loyal customers of their magazine. In doing so, The magazine has calculated that the average National Geographic reader has been a member of the National Geographic society for 12 years. Likewise, readers as a whole spend an hour or more reading the magazine and it has been revealed by the organizations advertising department that more opinion leaders read National Geographic than any other magazine. As a showcase for their success, the organization benefited from the following magazine sales:  3,573,348 copies sold in the U.S. from Jan 1, 2014 to June 30 2014 (Lulofs 2014) Coinciding with the original 1888 goal to “Increase the diffusion of geographical knowledge,” National Geographic’s current motto is “Inspiring people to care about the planet since 1888.” The organization’s vision statement can also be found on the National Geographic website, stating their purpose is to inspire, illuminate and teach (National Geographic). Corporate level strategies: The corporate level strategy for National Geographic’s magazine division is to create a variety of different magazines to appeal to as many markets segments as possible. For example, National Geographic provides a children’s magazine titled National Geographic KIDS. The goal of National
  • 6. Geographic KIDS is to introduce children to the cultures of the world and the beauty of our natural environment, in a fun way. It involves games, pictures, and fun facts, which children can relate to. In addition to National Geographic KIDS, National Geographic also recognized the magazine’s appeal to the world traveler. As it was world travelers who established the foundation of the National Geographic Society in 1888, it is only fitting that there would be a division of the magazine that would cater to those who travel or dream to do so. National Geographic Traveler does just that. It searches all lengths of the globe in order to pack a magazine with traveling tips and vacation ideas. NATIONAL GEOGRAPHIC MAGAZINE Mission Statement: “To Inspire People to Care About Our Planet” National Geographic magazine is the global leader in inspiring people to explore the globe. By providing authoritative, unbiased content that addresses today's complex issues, National Geograohic allows the reader to become emersed in cultures and experiences unimaginable to many people. Through the utilization of world-class, award-winning photography and reporting National Geographic inspires readers to make informed decisions and effect positive change. Phot o Credit : Google Images
  • 7. NATIONAL GEOGRAPHIC KIDS MAGAZINE Mission Statement: “Dare to Explore” With a mission to inspire young readers to become young explorers, National Geographic Kids Provides award-winning magazines, books, website, apps, games, toys, television series and events and is the only kids brand with a world-class scientific organization at its core. National Geographic magazine has two children’s titles: National Geographic Kids (10 issues per year) and Little Kids (6 issues per year). The award-winning website kids.nationalgeographic.com inspires children to learn about the planet through games, videos, contests, photos, quizzes, and blogs about cultures, animals and destinations. NATIONAL GEOGRAPHIC TRAVELER MAGAZINE Mission Statement: Nobody Knows This World Better Backed by a powerful heritage of more than a century of exploration, global experts, and signature photography, National Geographic Traveler attracts the most readers – over 9 million – driven to explore the world. Reaching the youngest audience of any travel title, National Geographic Traveler inspires millions with the means and mindset to explore. Our content shares authentic experiences that reveal a true sense of place—turning adventure vacations, family trips, and weekend getaways into transformative journeys. Phot o Credit : Google Images Phot o Credit : Google Images
  • 8. Business Level Strategies: With hundreds of thousands of magazines circulating the world it becomes easy to wonder how National Geographic consistently remains one of the top ten selling magazines sold year after year. This, ultimately, boils down to what the company does to set its magazine apart from any other magazine out there. In order to set itself apart from other companies, National Geographic uses the following business level strategies:  Costlevel o National Geographic is, and has remained, a non-profit organization for nearly 123 years. Money that is fundraised by the organization not only goes to the upkeep of National Geographic and it’s staff, it goes toward great causes such as feeding starved children in Africa or saving the Amazon rainforest. Today, the National Geographic website offers memberships to the National Geographic society (which includes a subscription to the magazine) for just $12 a year. While this price is certainly a bargain just for the beautiful magazine, subscribers also gain more for their money knowing that their donation is going to a good cause.  Differentiation o National Geographic first differentiated themselves as a magazine in the early 1900s with their beautiful photography. Since then, National Geographic has continued their century-long photographic traditions and became the first to publish
  • 9. natural color pictures of the sea, the sky, the North Pole and the South Pole. National Geographic also is a non-profit magazine company and appeals to the many people who work to make a difference in the world.  Focus Strategy o National Geographic magazine is popular in every part of the world. How does an American- based magazine cater to readers around the world? National Graphic is currently being printed in 25 different languages. There are very few who cannot have access to the magazine simply because they do not provide the language. National Geographic also prints editions such as National Geographic Kids, which allows the division of the magazine to focus on a specific market to children. Just the same, National Geographic also has a travelers’ magazine to cater to another focus area of National Geographic readers (“Frequently Asked Questions”). National Geographic Magazine SWOT Analysis: Strengths:  Trusted and Established o National Geographic is one of the oldest magazines in the world that is still being published today. With its roots in the 1800s, National Geographic has gained immeasurable amount of customer loyalty and satisfaction as a result of their perseverance through time.
  • 10.  Innovative o Many magazines today have followed in the wake of National Geographic in many ways. In terms of taking their print magazine to online versions, they are a lead selling magazine for kindle and iTunes. They also use social media and their website to make pictures, articles, and commentary readily available to their members as well as a few that are available to the public. Weaknesses:  Print Magazines are a dying industry o According to The Wall Street Journal, News Stand Sales of Print Magazines have dropped 12% from 2013 to 2014 (Stynes). Due to the rise of technology, printed journalism is rarely appreciated anymore. National Geographic has an internal weakness in being a magazine company.  Intimidating o National Geographic was originally a science magazine, and in many ways it still is. For the reader who may not think they have much interest in science or culture, might still find the information in National Geographic fascinating, will most likely be too intimidated by the National Geographic Magazine to purchase it from a news stand. The intimidating cover stories and sometimes shocking photos on the cover of National Geographic magazines
  • 11. may cause a huge loss of business for the company as potential readers pick up a Cosmopolitan instead. Opportunities:  SocialAwarenessis Trending o Doing good in the world has become quite trendy over the years. With celebrities like Angelina Jolie and Brad Pitt leading the way, serving on mission trips and cleaning up the community is a bandwagon that everyone is hoping on. Luckily for National Geographic, inspiring people to care about the world has been their goal for over a century. The company should see this trending phenomenon as an opportunity to catch a market niche. Threats  War o During the past century while countries have waged dangerous wars with one another, National Geographic got the story. Sending reporters out into the field during the middle of a war can be dangerous. Just a this past September, American journalist Steven Sotloff was beheaded by the terrorist group ISIS as punishment for American military intervention. Wars are a dangerous place for a journalist, especially an American one. By covering stories in war torn countries, National Geographic faces a huge threat.  Environmental Dangers
  • 12. o Just as easily as a journalist or photographer can be killed in a war zone, environmental dangers can lead a representative of the magazine into harms way as well. National Geographic photographers tend to work to get as close of a shot as possible to the dangerous wildlife that surrounds them. Many times a photographer can become injured by everything from a snakebite to an animal attack. Therefore, the environment can pose a huge threat to National Geographic. National Geographic Mission As valid today as it was at launch. “Almost any of us, with a little time and a little savings to spend, can travel to places and do things that no previous generation could. Every couple of years, we can have an adventure of a lifetime. And in the meantime, we can live our lives adventurously. This magazine is designed to help you do that.” — J o h n R a s m u s , E d i
  • 13. t o r - i n - C h i e f p r e m i e r e i s s u e , S p r i n g 1 9 9 9 ( N a t i o
  • 14. n a l G e o g r a p h i c )  It was founded to increase and diffuse geographic knowledge, and its mission is to inspire, illuminate and teach.  The award-winning photography always let us hear about the sound of our nature. Also, those high level reporting motivate people and effect their decision making.  The Society’s obligation to honesty, correctness and superiority has placed “National Geographic” as a yardstick trademark and a front-runner in publishing, photography, cartography, television, research and education.
  • 15. MARCH 24, 2015 Character Development Photograph by Patrick Quinn, National Geographic Your Shot Amateur opera singers transform themselves into their characters before a performance in China. “They all have day jobs and are extremely busy, but they have a passion for Hainan Opera,” writes Patrick Quinn, who submitted this picture to the recent Your Shot assignment Transitions: As the World Turns. “[This is] where they paint on masks and become someone else” (National Geographic). As human beings, we all have to paint on different masks when we dealing with different people. But, our lives are still beautiful and lovely that we should have a passion with. We all have difficult times in different situations but tomor row will come all the time when you are alive. Corporate Strategies  A new kind of storytelling, Awe- inspiring photography and videos, daily news updates from photographers in the field, interactive maps and images with 360-degree views.  From the article, a social media analytics company, which named Shareablee that they categorized National Geographic has the greatest influences in the social culture for the month of July, with 46.4 million engagements on Facebook, Twitter and Instagram. At that time, National
  • 16. Geographic has an audience that’s 40 million-strong between Twitter, Facebook, and Instagram (Hitz). National Geographic attracts people from different cultures, races, and countries through its words, pictures, and the free advertisements of social media. Functional Strategies  In April 2011 Folio Magazine named Robert Michael Murray to its 2011 Folio 40 list along with Arianna Huffington, Mashable’s Pete Cashmore, Apple, The New York Times and others. The list recognizes the “most distinguished magazine and media professionals from every corner of our industry.” In recognizing Murray, Folio wrote: “In 19 months Robert Michael Murray has turned National Geographic [NG] into a social media powerhouse, a behemoth to be envied by publications around the world. In that short time Murray brought millions of fans to NG’s Facebook page, without ads or paid acquisition, while transforming the brand every step of the way” (Social Media Strategies Summit). National Geographic always empowers and motivates people use their own organizational culture in a different way. Robert Michael Murray as vice President of Social Media of National Geographic Society, he expanded about 30 million fans, followers, and subscribers from around the globe at that period.  National Geographic schoolings address reconditioning the culture, behaviors, and values of a inheritance organization, changing a business model from paper to digital, take advantage of an enormous brand consciousness and international attendance, and encouraging cross-
  • 17. functional and cross-divisional association. Business Level Strategies  Every year thousands of schools in the United States join in the National Geographic Bee using supplies that offered by the National Geographic Society. The competition is considered to motivate students to be interested about the world. Schools with students in grades four through eight are eligible for this entertaining and challenging competition. It is a kind of motivation for the students beyond the classroom (National Geographic). “The Bee helped me realize the career path I’d eventually like to take, and it’s given me so much insight on the world and life.” -2014 State Bee Champion Photograph by Jimmy Chin, National Geographic The chiseled body of the climber clinging barehanded to the rock creates an arresting visual tension in this photograph from the February 2014 National Geographic story “Impossible Rock.” Knowing there is water below should he lost his grip is comforting but makes the moment no less vivid (National Geographic). Everything is possible even a rock can be impossible some time. Trusting on the things that you think are right because we never know what is going on the next moment.
  • 18. SWOT Strengths  Strong brand image  There are so many loyal customers  Incidence of geographic sites with world-wide significance  Inordinate stories and opportunities to involve the community  Many compartments of geological tradition sites, museums, parks, monuments  Available in HD Weaknesses  Lack of coordinating/ partnering across organizations  Lack of geologic heritage underpinnings in environmental laws and regulations  Staff does not have appropriate background or knowledge of site Opportunities  Positive links to mining and extractives and responsible practice  Increasing worldwide recognition about geo-conservation  Learn from European and Asian Geo- heritage programs and initiatives  Have new type of partners  Move their publication online more and more  More travelling choices for people who want a cheaper trip Threats  Information established TV channels need to restructure and re-strategize themselves  Many shows are available on the internet, don’t have ad breaks  Too much cost materials on the paper
  • 19. Illustration by Pierre Mion, National Geographic The 1964 Good Friday earthquake, the worst in North American history, caused a catastrophic series of tsunamis in the North Pacific. In this illustration, a tsunami's wall of water—topped by flaming oil—destroys the docks of Seward, Alaska (National Geographic.) The earthquake resulted in several tsunamis, which caused damage as far as California, Hawaii, and even Japan. Over 125 people died. Five categories represent the macro environment: Political/legal environment  National Geographic Traveler’s annual photo contest will be open to New Jersey residents next year. A law was signed in January clarifying that participation in the contest does not violate state gambling laws (Davies). Sociocultural environment  People take more attention on the natural environment, they love to share culture to each other. Instead of word of mouth, social media is working more influential in our daily lives. Technological environment  Social media such as Twitter, Facebook, You Tube, Yelp, Google, etc. They can send the information to you and let you know what fashion is famous? People check their social media accounts almost every day, and the good advertisements are showing on the website pages. Ecological environment
  • 20.  More and more people want to choose a “Go Green” company. From the pictures and news from the social media, the climate and food safety are the most important issues now. So, choosing something “Green” and “Need to be Green” are the better choice for a media. National Geographic encourage environmentally friendly commuting, inclusive employment policies, and healthful food options, all of which are communicated through our award- winning intranet (National Geographic). Porter’s five forces industry structure analysis comprise: Potential competitors  Discovery Channel  Animal Planet  History  Discovery Science Competitiveness among industry incumbents  Try to care about people, our environment  Minimize the environmental impact of their suppliers and partners  Reduce operational waste Buyer’s influence  People need more convenience way to read magazines. They are prefer online reading than the paper work  More teachers, parents, schools, and students pay attention on the education part. Supplier’s influence  National Geographic is using paper from Verso Paper mill. They have a long time partnership.  National Geographic Society (NGS) and its subsidiaries require that all products manufactured and delivered for NGS comply with all local and national laws and regulations. The purchaser and/or manufacturer must
  • 21. ensure that all supplied paper and other materials conform to the Lacey Act as amended in May 2008. In addition, any materials, paper or other forest product must be sourced in compliance with internationally accepted forestry protocols (Supplier Relations). Substitute products  There are several kind of magazines that are presenting our environment and they are trying to be social and have good communication with customers. National Geographic is a green team now, and their staff are doing the same things. So, the value and level of the magazine and the company itself are improving. The GREEN Movement National Geographic has made it part of their mission to promote the protection of natural habitats and cultures around the world. In doing this, they are educating future generations on how important it is to protect the planet and all of the creatures in it. Starting at their core, the National Geographic Society has made it their mission to be as sustainable as possible in the workplace, especially their headquarters in Washington D.C. They accomplish this by only using recyclable materials and eliminating unnecessary paper use. They have made it a company policy that all materials purchased for Nat ional Geographic Headquart ers, D.C. Phot o Credit : Google Images
  • 22. the office must be either made from recyclable materials or recyclable themselves. This policy says a lot about how the company is truly living what they teach to others, and that they are dedicated to making the Earth a greener planet. In addition to the restriction on materials, they also have printers that need authorization to print to eliminate duplicate printing jobs to save paper. This technological advancement shows their dedication to their mission and how they are truly doing everything they can to eliminate waste. The company is determined to dramatically reduce the carbon footprint they will leave on the plant, and they have gone to great lengths to accomplish this goal. Along with recycling, the company also composts materials when they can, such as food waste from the company. This reduces the amount of waste the company is adding to landfills (National Geographic Sustainability). National Geographic also promotes green travel to all of their employees since travel is so crucial to the functioning of the company. They guidelines are that the employee must use the most green and efficient mode of travel, they must combine multiple tasks per trip, stay in LEED certified locations when possible, and share all of their modes of transportation rather than having private limos and company cars. All of these guidelines prove that National Geographic truly believes in their foundation of beliefs and want all of their employees to abide by these standards. Over the past few years, the company has conserved and saved so much energy, as well as greatly reduced waste. This shows how dedicated National Geographic truly is to preserving the Earth and the environment (National Geographic Carbon Footprint). Three Principles- Moral, Ethical, Legal When looking at National Geographic, it is clear that the company tries their best at being a legal, moral, and ethical example for
  • 23. other educational organizations. Everything the company does is for the benefit of the environment, a cultural group, or for educational purposes. National Geographic always makes sure they are legal in the way they travel through countries photographing people and documenting different cultures. They also focus on being legal in the way their organization functions at the business level. When looking at the mission statement, it is clear that the company was built upon strong morals and great passion for travel and culture. National Geographic was formed from the desire to better protect the Earth, including all of its inhabitants, as well as spread and share the knowledge of culture around the world. They created their magazine to allow people to experience the world if they are prohibited by the limitations of time and money. Also, phot ogra pher s and other empl oyee s of Natio nal Geog raphic often participate in philanthropic events that promote sustainability or the bettering of an area or culture. Pictured above are two National Geographic photographers, who climbed Mt. Kilimanjaro in Africa in order to raise awareness of the villages that are in great need of clean drinking water (National Geographic Blog). This is a great example of how the company has a strong moral compass Jimmy Chin and Alexandra Coust eau (NG explorers) climb Mt . Kilimanjaro t o raise awareness of clean wat er. Phot o Credit : Google Images
  • 24. and makes decisions with the best interest of others in mind. Also, National Geographic is an extremely ethical company, and has proven themselves time and time again while spending time in countries around the world. They also receive large donations frequently and use this money in an ethical way to further the philosophies and purpose of the company. Since they are a nonprofit organization, they completely rely on donations in order to do what they need to do across the world. 100% of donations go to their various projects, as well as funding trips for photographers, in order for them to share information about various cultures around the world (National Geographic Donations). Strategies Corporate Level  National Geographic uses strategies at the corporate level to make sure that everyone in the nonprofit is working towards the same goal, since the company has so many different branches. Also, at the corporate level, National Geographic has put many guidelines into place, restricting the amount of resources people can use in the offices in order to stand by their “Green” philosophies. These strategies help reiterate the companies mission and vision statement, which strengthen the credibility of the company. Business Level  Although National Geographic is a nonprofit, they have to make business plans about what to do with the donations they receive, and learn to prioritize the money for different projects. They also control costs on a business level by being environmentally friendly and green in all of their facilities and on excursions. By cutting electricity,
  • 25. water and paper usage, they are also cutting down their expenses. And when they have more money in the budget, they can use a greater amount for their missions and photography excursions for the magazine. National Geographic is constantly looking for ways to make their buildings more “green,” as well as employee travel, since that is such a large part of the job. And being more “green” normally means being more cost effective as well, which in turn helps the business and their moral standards (National Geographic Sustainability). Functional Level  On a functional level, it is up to the employees to be aware of their own specific part in the green movement in the company. SWOT of Environmental Standards Strengths  National Geographic is an industry leader in company sustainability and GREEN technology.  National Geographic employees are all required to follow certain guidelines in the office, which help keep the company green, and LEED certified.  Being GREEN saves the company lots of money on electricity, water, and supplies costs. Weaknesses  Sometimes the company tries too hard to save money on travel expenses for their employees as well as trying to take the greenest method of transportation. By doing this. They can be wasting time instead and missing out on
  • 26. opportunities the photographers could have.  Since National Geographic is such a large company, people are always trying to find fault in what they do, and try to bring them down. Opportunities  National Geographic does not really have any direct competition because there is no other science magazine that is as popular. Because of this, they have the opportunity to grow so much more and fill in a need for a photography science magazine for the world. Threats  While traveling around the world, National Geographic often runs into issues in countries where war is prevalent. They must figure out ways to neutralize the situation and gain the trust of the local people in order to photograph certain countries. Competitors National Geographic does not really have any direct competitors due to their large size and broad scale of departments within the company. Not only is National Geographic a world-renowned magazine company, but they also have lodging options all around the world, are a brominate face in the philanthropic community, and an industry leader in the GREEN movement. No other company comes close to comparing to National Geographic and all they do in the community. Because of this, they have a huge advantage to becoming even more successful than they already are, because there is nothing holding them back from growing in the industry. National Geographic: Travel National Geographic operates an entire travel and tourism segment as part of their
  • 27. overall business portfolio. They offer guided trips all over the world of varying sizes and itineraries. These include student trips, large group excursions, and even private personalized expeditions. Additionally they operate a collection of lodges all around the world that immerse guests in the culture and natural environment of the location. The lodges are fairly new, as of early 2015. This business unit represents the branch of the company most heavily involved in tourism, related the other business functions. When it comes to the legality, morality, and ethics of business, National Geographic is well regarded, due to its status as an educational society. For example, the company’s lodges all focus on sustainability. They support the local culture and environment and focus on providing guests with authentic experiences. This provides value to consumers by creating a reputation for ethical practices in sustainability. Morality is also a big factor, because the company refuses to open a lodge without taking steps to ensure the local culture is not disturbed by the development. This attracts a socially conscious market of travelers, which fits in with the overall vision of National Geographic. This gives the National Geographic lodges a competitive advantage compared to other companies in the minds of these sustainable-minded consumers. Corporate Level Strategies  National Geographic is very large and has many different operating segments, which necessitates the need for a strong corporate level strategy in order to allocate resources effectively.  Traditional shareholders do not exist, since the overall goal of the company is not to have the largest profits like other businesses.  Shareholders are members of the society, and the company must make
  • 28. decisions at the corporate level that will please donors.  The travel side of the business fits into this corporate strategy by raising money in order to fund other business functions.  A way that National Geographic can improve upon its corporate level strategy using the travel segment as an example would be to continue to develop innovative experiences in order to gain a competitive advantage over other group travel services. Business Level Strategies  A focused business strategy is the approach that the company has taken with the travel segment of the business.  Depending on the excursion, prices are high and the experience is made to be authentic to the area.  This targets a specific kind of traveler, who has a high income and is interested in more genuine travel experiences.  By operating this way, National Geographic has positioned itself in a category away from direct competition with most mass-market tour companies, who offer a more generic product.  Since the travel industry is growing as a whole, it is a good strategy for the company to be investing in this area, which they seem to be doing with the opening of the lodges. SWOT of Lodging Experiences  The first strength of this business segment is the unique trip offerings and lodges, which separate it from other larger scale offerings.  Customization exists so that travelers may design their own experiences in order to receive an expedition that suits their needs and wants.  Another strength is environmental and cultural sustainability. The company is well regarded in this segment and
  • 29. operates in a way that supports local environments without changing or harming them.  A weakness is price, because many market segments will not be able to afford the price range that the company operates in. This causes the market for tours and lodges to shrink.  Additionally, travel services are not what National Geographic has been known for in the past, so it does not have the automatic name recognition for travel booking.  The lodging sector is a major opportunity for the business since it is still in the early growth stage.  Depending on the success of the current lodges, National Geographic has almost unlimited options around the globe for future development.  Due to the nature of the company, funding and shifting interests is always a threat. If the company decides to allocate more funds to another segment rather than travel, business could suffer. PESTE  Politically, the travel segment faces the issues of world conflict regularly, simply by offering tours around the world. Strategies must be utilized to plan for situations that may arise globally in order to protect guests and infrastructure in multiple locations across the globe.  Economically this segment of the business is again tied into the world economy due to its wide spread location. Prices will differ in the countries that it operates in so costs will be in constant fluctuation, which strategies are needed to plan for.  Socially, the company is operating under the major theme of sustainability and targeting travelers who place an emphasis on sustainable travel. Even
  • 30. though the company operates this way on principle, it is a good strategy due to the overall trend of the industry in this direction.  Technologically, innovative lodges are being developed that use the natural resources around them. For example, the Nimmo Bay Wilderness Resort in Canada harnesses enough power from the waterfall located next to it to have power for nine months of the year.  Environmentally the expeditions and lodges strive to support the local area. An example of this is the Sukao Rainforest Lodge in Borneo, which uses bees as a natural defense to keep elephants out of community gardens (National Geographic Lodging). Porter’s Five Forces  The threat of new entrants to this industry is quite low based on how specialized the business is. National Geographic tours and lodges can operate at a lower profit margin than other companies due to the support of the society, which gives an advantage.  A substitute product would most likely be a luxury vacation, which would be of a comparable price but not quality. It is truly a substitute in that the experience of adventure and authenticity is traded for comfort and the built environment.  The bargaining power of consumers is not a large factor for the company, due to the price point, which targets a niche market of consumers.  The bargaining power of suppliers is great, especially in the communities where the lodges operate. Due to the fact that the company is committed to integrating itself into the local community, that population has power in deciding what the terms of operation will be.
  • 31.  Competitive rivalry would seem to be strong from the outside, but is in fact quite low due to the market, name recognition of National Geographic, and the operation of the business with the backing of the overall society (National Geographic Lodging). Conclusion Overall, National Geographic is a highly successful company, evident through its position as a leader in multiple industries. They provide an unparalleled standard of service and quality in areas such as the magazine, photography, education, and expedition travel. Excellent strategic planning and strategy implementation are what allows the company to flourish. Through our analysis, we have highlighted many examples of these strategies that stand out as examples. Even so, the company has areas that it can improve on in the future in order to retain a competitive advantage and remain highly respected and well known. In the end, we believe that National Geographic will continue to experience success in the future if it continues to operate on its guiding principles, and is open to making changes based on strategic development.
  • 32. Works Cited Lulofs, Neal. "Top 25 U.S. Consumer Magazines." Top 25 U.S. Consumer Magazines for June 2014. Alliance for Audited Media, 7 Aug. 2014. Web. 12 Mar. 2015. <http://auditedmedia.com/news/blog/2014/august/top-25-us-consumer-magazines- for-june-2014.aspx> National Geographic. "Advertising Opportunities." Nationalgeographic.com. National Geographic Magazine, 2005. Web. 10 Mar. 2015. <http://ngm.nationalgeographic.com/ngm/advertising.html>. National Geographic. "About the National Geographic Society." National Geographic Society Press Room. National Geographic Society, 04 May 2012. Web. 12 Mar. 2015. <http://press.nationalgeographic.com/about-national-geographic/>. National Geographic. "Advertise With Us." National Geographic. National Geographic Society, n.d. Web. 24 Mar. 2015. <http://www.nationalgeographic.com/mediakit/ng_magazine.html>. National Geographic. "Frequently Asked Questions." Nationalgeographic.com. National Geographic Society, n.d. Web. 24 Mar. 2015. <http%3A%2F%2Fwww.nationalgeographic.com%2Ffaq%2Fnational-geographic- magazine.html>. Stynes, Tess. "Print Magazine Sales Decline in 1st Half of 2014." WSJ. Wall Street Journal, 7 Aug. 2014. Web. 24 Mar. 2015. <http://www.wsj.com/articles/print- magazine-sales-decline-in-1st-half-of-2014-1407423959>. "Today in History: National Geographic Society Founded (1888)." Today in History: National Geographic Society Founded (1888) · Lomography. Lomography, 27 Jan. 2012. Web. 11 Mar. 2015. <http://www.lomography.com/magazine/149863-today- in-history-national-geographic-society-founded-1888>. “The Mission Statement.” National Geographc.com. n.p, n.d. Web. 25 Mar. 2015. Hitz, Lucy. “How National Geographic Drives Giant Facebook, Twitter, and Instagram Engagement.” Simply Measured.com. n.p, 12 Sep. 2014. Web. 25 Mar. 2015. “Robert Michael Murray.” Social Media Strategies Summit.com. GSMI, 4-6 Feb. 2014. Web. 25. Mar. 2015. Quinn, Patrick. “Character Development.” National Geographic.com. n.p, 24 Mar. 2015. Web. 25. Mar. 2015. Keefe, Alexa. “Photo of the Day: Best of January.” Proof. National Geographic.com. n.p, 5 Feb. 2014. Web. 25 Mar. 2015.
  • 33. “1964: Good Friday Earthquake.” Education. National Geographic.com. n.p, n.d. Web. 25 Mar. 2015. Davies, Brittney. “Why this year’s National Geographic Traveler photo contest bans New Jersey residents.” NJ.com. Advance Digital, 15 Jun. 2014. Web. 25 Mar. 2015. “2013 Annual Report.” National Geographic.com. n.p, n.d. Web. 25 Mar. 2015. http://environment.nationalgeographic.com/environment/national-geographic- sustainability/ (sustainability) http://environment.nationalgeographic.com/environment/national-geographic- sustainability/carbon-footprint/ (carbon footprint) https://donate.nationalgeographic.org/Page.aspx?pid=184 (donations) http://adventureblog.nationalgeographic.com/tag/kilimanjaro/ (NG blog)

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