CASE ANALYSIS ON NEILSEN MEDIA RESEARCH
I. POINT OF VIEW
This case analysis takes the point of view of Mr. David Calhoun, the CEO of A.C Nielsen Corporation. Since he is one of the top managers, he is the one of the responsible for making strategic plans for the company.
II. PROBLEM STATEMENT
Taking Mr. Calhoun’s point of view, the group deems that the problem would be: What would be the most appropriate action to be done to quickly fix the company’s quality problems brought by the dramatic increase in the amount of data that the company processes?
III. ANALYSIS OF RELEVANT CASE FACTS
1. Macro Environment Analysis
There are changes on how people are watching television, such as over the Internet and other digital devices. Economic
About $70 billion a year in advertising revenues for the television industry depends on Nielsen ratings.
2. Industry Environment Analysis
There are also changes in the amount of information the networks want. As the television business gets cut into thinner slices, clients need even more precise data to make good decisions. Competitors
The company could be facing a serious threat from cable and satellite companies that are working on a way to get set-top boxes to provide real-time TV viewing to rival Nielsen’s.
3. Company Analysis
The doubling in the amount of data that the company processes overloads the computer servers and strains the company’s human systems. This leads to chronic delays in reporting television ratings. The Nielsen was not delivering data to customers as promised. That is why the media research unit of A.C Nielsen Corporation is under heavy fire from television clients such as NBC and CBS. When television managers and advertisers don’t get timely, accurate data from Nielsen, they are shooting in the dark with decisions about how to allocate resources. For them, those data is the currency of the business and not just for...
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