ategy of News Corp. as a conglomerate, it would be negligent not to address the fact that individual companies within News Corp. employ quite different strategies to compete in their unique industries. In the newspaper industry, in addition to sensationalist hype, News Corp. has employed what Porter terms cost leadership strategy (van den Bosch and de Man, 1997) to establish a competitive advantage. With the New York Post in America (Hoyt, 1998) and The Times in England (editorial), prices have been slashed to undercut competitors and boost flagging circulation. Regarding Fox, the company has diversified and assets are vertically integrated in order to fulfil the strategy of being everywhere, in order to capitalise on future profits. Despite industry related discrepancies, Murdoch generally employs aggressive growth tactics to expand the News Corp. kingdom. His ruthless strategy may be expensive in the short run, however, a long-term focus allows Murdoch to defeat short-term fiscal hiccups and frees him to conquer the world. Conclusion.It is laughable that Keith Murdoch, Ruperts father, doubted his sons tenacity to assume his mantle as an influential newspaper man (Leapman, 1983, p13). Although Murdochs grand scheme, to create a cosmic armada of satellites girdling the globe (Rose, 1989, p4) has not eventuated, he remains a powerful competitor in the global market, securely ranked among historys top media magnates. As we enter the 21st century, Murdoch continues to interweave News Corp.s vast media holdings, while maintaining a strategy that spurs continued company growth. On a local scale, News Corp. has recently been titled the biggest company in Australia, which is a testament to Murdochs insatiable appetite for expansion. It seems that the rise and rise, and rise, and rise (Pascoe, 2000) of News Corp. will continue....
