Presents, against the industrys background, the company's tactical decision to acquire aeroplanes for transporting newspapers, the history of the company and its leading position in the newspaper industry in India. The major focus of discussion is the inadequacy of the tactical move to take care of changes in customer characteristics. The case presents considerable evidence for students to identify trends in the environment, its implications for a business like The Hindu of Madras, and to evaluate the likely experiences of environmental changes. Students also find it possible to evaluate and recommend possible courses of action for the future.