The case study I have chosen to analyze is the Men's Health Case Study. The dilemma facing Mr. Kerton and the Men's Health production team is to ensure the magazine's success in a relatively young, dynamic and exciting environment where there are no barriers to entry and new competitors can enter. In this particular case Mr. Kerton is quite concerned about the entry of Maxim magazine and the possible entry of Esquire magazine into the men's lifestyle magazine market. Situational Analysis Men's Health is an international magazine founded in America in 1988. On the heels of the magazine's success in America, the magazine moved into the British, Australian, Latin American, German and Russian magazine markets. The magazine was launched in South Africa in mid-1997 at a time when it was believed that the South African market was ready for such a magazine. The South African men's magazine market was ripe for a new, fresh and focused magazine, aimed specifically at men, as the women's magazines which dominated the men's magazine market in the country were in decline, leaving a void for a men's magazine. The decline of the women's magazine market in South Africa was primarily due to the market's heavy reliance on sex, nudity, violence and controversy. Several copies of Scope had been banned and some retailers had stopped stocking magazines like Scope. Furthermore, the liberalization of censorship laws and the trade situation with the country have led to the return of previously banned magazines such as Playboy and Penthouse which further increase competition among women's magazines, making the contents increasingly controversial. However, even these magazines were not… half the paper… lifestyle and fashion advice. The position of the magazine can be seen in the following positioning map: RecommendationsHave a strong subscription campaign with good incentives for renewal incentives. In this way they would be able to consolidate their readership for at least a year. Differentiate the magazine even more and try to promote Mens Health as the only magazine that can fulfill its particular function, perhaps even in a way that Men's Health is a must-buy regardless of what other magazines the buyer may purchase. Advertising push Enhance or expand your inorganic growth strategy through additional key/strategic partnerships. Special events. Poker is a growing pastime and is often associated with a glamorous/exciting/cool lifestyle. Hosting a poker tournament or participating in poker tournaments could contribute positively to the perception of the magazine.