Nantucket Nectars Analysis

Case Study

„The Big Issue“

Development of this case study based on: www.bigissue.com

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Presentation of the Case Study

The magazine The Big Issue is a weekly entertainment and news magazine styled

like a commercial magazine which is sold on the streets of many British cities by

homeless people. The aim is to provide work for them so they can earn their own

income. This is intended to raise their awareness for their own situation and poverty

and their willingness to take over control of their lives again. Another (indirect) aim

is to call attention to social grievances. The magazine is positioned through the

quality of the thematic contents. It is not just designed as a means to the end of

collecting donations. The magazine is sold on the streets exclusively and not in shops

or newspaper kiosks. When customers are asked if they want to buy the magazine

they find themselves in a face-to-face situation with the vendor. The price of the

magazine is 2 GBP (2,50 Euros approximately). The street vendors buy the magazine

for 1 GBP from the Big Issue Ltd. and sell it at a price of 2 GBP to the customers on

the streets. Each (certified) new vendor receives short instructions for the sale of the

magazine and 5 free copies (in London 10). Copies which are not sold cannot be

returned and no money is refunded. Any further turnover of the magazine, for

example from advertisements, is realized directly by the Big Issue Foundation.

The organization behind The Big Issue is divided into two parts: On the one hand,

there is Big Issue Limited Company (Big Issue Ltd), which produces the magazine

and sells it to a...