Berlingske Media A/S - Forståelse for branchen og strategiske overvejelser

Mette Lund, Gustav Frederik Pedersen & Gry Isabell Nannerup

Studenteropgave: Bachelorprojekt


The Danish media industry has witnessed a major disruption due to digitization. The printed newspapers have gone from having a central place in Danish homes to now being a digital opportunity. The number of people reading newspapers are declining and so are the turnover of the media houses. The digital conversion has created great challenges, but in the mist of it all opportunities are to be found. This paper will cover these challenges and opportunities by examining the Danish media industry and discussing strategic considerations. Using the case selection method Most similarly different outcome, Berlingske Media was chosen as the case of this paper. Berlingske Media has in particular been affected by challenges over the past five years. A frequent shift in ownership, and in this connection, shift in strategy, have had a significant impact on Berlingske Media’s financial performance, which has been very fluctuating. Overall, the financial statement analysis shows both profitability, return on investment and return on equity are negative several times over the period 2012-2016. In particular, revenue growth is decreasing in comparison with Berlingske Media's three major competitors: Dagbladet Børsen, Information and JP/Politikens Hus. Through theory about The Positioning School, PEST, Porters Five Forces and Porter's Generic Strategies, the importance of understanding the industry and being able to relate to it has become clear. In the industry analysis the economic (E) and technological (T) relationships as well as the substituting products (Porters Five Forces) are of importance. An understanding of which parameters Berlingske Media needs to focus on will help the media house in the choice of strategy. The paper ends with the conclusion that the possibility of a Blendle-model with Berlingske Media’s different newspapers will be an interesting and valuable activity. With a Blendle-model, Berlingske Media is actively involved in the digitization and technological conditions and the media house will even be active in creating a new form of economy in the Danish media industry. A solution with a Blendle-model could also help Berlingske Media attract a younger audience, who at the end of the day are the media consumers of the future.

UddannelserVirksomhedsstudier, (Bachelor/kandidatuddannelse) Bachelor
Udgivelsesdato31 maj 2018
Antal sider63
VejlederePoul Dines


  • Mediebranche
  • Berlingske Media
  • Generiske Strategier
  • Positioneringsskolen
  • Michael Porter
  • Brancheanalyse