Chapter ~ 1 Industry Profile

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The economies of the present day world are driven by scientific research and technology. Research and development is nowadays of great importance in business as the level of competition, production processes and methods are rapidly increasing. It is of special importance in the field of marketing where companies keep an eagle eye on competitors and customers in order to keep pace with modern trends and analyze the needs, demands and desires of their customers. Unfortunately, research and development are very difficult to manage, since the defining feature of research is that the researchers do not know in advance exactly how to accomplish the desired result. As a result, higher R&D spending does not guarantee "more creativity, higher profit or a greater market share". New product design and development is more often than not a crucial factor in the survival of a company. In an industry that is changing fast, firms must continually revise their design and range of products. This is necessary due to continuous technology change and development as well as other competitors and the changing preference of customers. Without an R&D program, a firm must rely on strategic alliances, acquisitions, and networks to tap into the innovations of others. A system driven by marketing is one that puts the customer needs first, and only produces goods that are known to sell. Market research is carried out, which establishes what is needed. If the development is technology driven then it is a matter of selling what it is possible to make. The product range is developed so that production processes are as efficient as possible and the products are technically superior, hence possessing a natural advantage in the market place. In general, R&D activities are conducted by specialized units or centres belonging to companies, universities and state agencies. In the context of commerce, "research and development" normally refers to future-oriented, longer-term activities in science or technology, using similar techniques to scientific research without predetermined outcomes and with broad forecasts of commercial yield. In the U.S., a typical ratio of research and development for an industrial company is about 3.5% of revenues. A high technology company such as a computer manufacturer might spend 7%. Although Allergan (a biotech company) tops the spending table with 43.4% investment, anything over 15% is remarkable and usually gains a reputation for being a high technology company. Companies in this category include pharmaceutical companies such As Merck & Co. (14.1%) or Novartis (15.1%), and engineering companies like Ericsson (24.9%).Such companies are often seen as credit risks because their spending ratios are so unusual. On a technical level, high tech organizations explore ways to re-purpose and repackage advanced technologies as a way of amortizing the high overhead. They often reuse advanced manufacturing processes, expensive safety certifications, specialized embedded software, computer-aided design software, electronic designs and mechanical subsystems. Market research is the process of collecting and analysing information about the customers we want to reach, called the target market. This information provides us with the business

intelligence needed to make informal decision. Market research can help to create a business new markets, develop an advertising campaign, set prices, and/or select a business location. Researchers do the study on certain aspects such as:     Understanding the target market. Study on demographics. Geographic. Customer needs.

1.1 Types of Market Research:
Market research methods fall into two basic categories: 1. Primary Research 2. Secondary Research The research might involve one or both, depending on the company needs. Primary research involves collecting original data about the preferences, buying habits, opinions and other attitudes of current or prospective customers. This data can be gathered in focus groups, surveys and field tests. Secondary research is based on existing data from reference books, magazines and newspapers, industry publication, chambers of commerce, government agencies or trade associations. It yields information about industry sales trend and growth rates, demographics profiles and regional business statistics.

1.2 The five basic methods of market research:
While there are many ways to perform market research, most business use one or more of five basic methods. They are: 1. Survey    In Person Surveys Telephone Surveys Mail Surveys

2. Focus group 3. Personal interviews 4. Observation 5. Field trials

Poor choice of reference materials. Here are some of the some of the common mistakes business make in conducting market research and tips for avoiding them. set competitive prices. Research can also identify trends that effect sales and profitability. Not knowing what we are looking for. But successful research takes planning and strategy. including:      Their demographic profile.4 TOP 10 Market Research Mistakes: Market research is essential to understand the customers and the competition. 1. develop a target advertising campaign. What they like and dislike about company‟s product or service.        Overspending. How they use the product or service. Not thoroughly researching the competition. Researching the wrong group. select a new business location or take other steps to grow the company. The types of features or special they want. Not researching price information. Not horning a good research instrument.1. Once we analyze the results of the market research.3 Uses of Market Research: Market research allows pinpointing a host of keys business factors about the market. How often they buy and how much they will pay for the product or service. It can help to identify:       Growth trends in the business sector Size of the target market Best location for the business How the business stacks up against the competition Factor that influence buying decisions Degree of demand for the product or service It also can reveal key information about the company‟s customers and prospects. . we‟ll be in a better position to create a focused business plan.

Rural Relations – Rural marketing services. IMRB International. Nilsen India – A leading market research agency. Relying on one set of date.   Not being aggressive enough in the research efforts. Diksha Research Coimbatore – Market research agency. Protech India – Market research & consultancy. 1. . Rushabha Direct Marketing – Direct marketing.5 Top Market Research Companies in India:           Delphi Research Services – Market research organization. Ignoring the market research. Mumbai – Market research agency. mailing & database management. TNS India – Market research services. Lamcon Finance & Management – Market research & consultancy. Market pluse – Market research & entry strategy services.

In addition. Sr. ACNielsen keeps track of every step. by . an Audience measurement system that measures television. purchases. It also collects information on brand loyalty. Later they .S. providing information on market share.000 households in more than 25 countries. “AC Nielsen” began expanding internationally in 1939. It compiles data from retail store scanners and in-store audits in about 100 countries. In 1950 they began attaching recording devices to a statistical sample of about 1200 consumer television sets in the U. and now operates in more than 100 countries. and demographics through a consumer panel that spans about 300. pricing. ACNielsen's best known creations are the Nielsen ratings. and promotional effectiveness.1 Background and inception of the Company: This company was founded in 1923 in Chicago. in order to give marketers reliable and objective information on the impact of marketing and sales programs. ACNielsen is a leading collector of retail sales data. These devices used photographic film in mail-in cartridges to record the channels viewed by the consumer and thus determine audience size. A subsidiary of business information giant Nielsen. When you shop till you drop.CHAPTER~2 COMPANY PROFILE: 2. radio and newspaper audiences in their respective media markets. ACNielsen offers custom research services and support software designed to help its clients use its data.. Sister company Nielsen Media Research measures TV viewing habits.

ACNielsen chose the Cipher Lab CPT-8001 as its data collection terminal for the Homes can program throughout Asia.developed electronic methods of data collection and transmission. which operated as an independent company until it was acquired by Dutch conglomerate VNU in 1999. But how can you create the strongest brand portfolio and which components need to be improved? How do you determine what‟s driving category . Market Structure and Segmentation. 2.2 Brand & Portfolio Management: “Nielsen helps your business satisfy its bottom line while keeping an eye on the evolving needs of your customers.2. pricing and promotions to boost sales. Growth & Demand Strategy. and the United States. 2. Another market research tool is the Homes can program where sample members track and report all grocery and retail purchases. In 1996. But how do you decide where to expand next or how to increase per-store sales? What pack size.1 Retail & Shopper Marketing: “A great product is a great place to start. Managing each component of your portfolio is essential to enhancing the overall perception and competitive performance of your brand. Cross Platform Audience Behaviour. but it's critical to get the right product in front of the right shopper. Understanding shopper behaviour allows retailers and manufacturers to optimize in-store layout. communications.2 Nature of the business carried:           Retail & Shopper Marketing.” No matter how strong a product. Advertising Effectiveness. Pricing & Promotion Strategies. Brand & Portfolio Management.” Building strong brand equity means dealing effectively with a lot of moving parts. it must be marketed to the right shopper in the right context if it is to succeed. Homes can cover several countries including Australia. Product Innovation & Renovation. assortment. Canada. ACNielsen split off this part of its operations into a separate company called Nielsen Media Research (NMR).2. Marketing Performance. the United Kingdom. price point or channel makes the most sense based on how segments are evolving? What is the right strategy for growing and expanding your brand and product offerings? 2. In 2004. allowing purchasing patterns to be related to household demographics. Social Media Intelligence.

and an execution strategy based on the best data available. and which promotions are the most effective? 2. but also emerging economic and consumer trends.6 Growth & Demand Strategy: "For your brand to reach the next level.3 Pricing & Promotion Strategies: “Hitting the pricing sweet spot requires a detailed analysis of not only your competition. you can‟t afford to have your products stand still. . and how can social media best be integrated with other marketing extensions? 2. trends in label growth.” One of the greatest challenges for any manufacturer or retailer is setting prices.” Conversations on customer review sites. Impacted by economic conditions. advertising and investment? 2. So how should you develop and market your product to ensure a strong performance? What is the volume potential of your initiative and the best way to position it vis-à-vis your competitors? What would be the best launch strategy. But launching a new product or refreshing an existing one requires a deep understanding of the market. But how can you use social media metrics to derive these insights? How should you use this analysis to make marketing decisions? Which channels and platforms are most effective.2. blogs and social networks are shaping your public image and impacting sales. and commodity cost fluctuations. and how will your customers respond to changes? How should you price a new product. you need to know where consumer demand is heading.” The marketplace and your competitors are in constant motion. or a product re-launch? What‟s the best way to promote your products during a price increase. you can direct your resources more efficiently – and boost success dramatically.2.2.” Which products and services will consumers be craving next year? In five years? Armed with reliable forecasts.4 Product Innovation & Renovation: “With the marketplace and your competition in constant motion.growth and how can you improve how you are allocation of your brand support budget? What steps need to be taken to move your brand closer to the desired positioning? 2. So what is the optimal price point for your products. including distribution.2. so you can‟t afford to have your products stand still. pricing and sales strategies require in-depth and current knowledge of the market.5 Social Media Intelligence: “It is essential today to know what consumers are saying about your brand on social media.

resonance and response. Services include:  Tracking consumer engagement and response to marketing programs. Our syndicated and custom cross-media offerings measure and analyze:    Reach: Who did my advertising campaign really reach? Resonance: How did my advertising impact the desired brand perceptions? Reaction: How did my advertising impact the desired behaviours? 2. .” Nielsen measures and analyzes advertising effectiveness across TV. Nielsen helps make sense of a world of marketing investment and program opportunities. enhance their brand and drive growth.” but also the “how” and “why” of your campaign‟s impact.2. Nielsen clarifies not only the "who" and the "when.Advanced tools for helping the clients:       Determine which consumers and segments represent the highest growth and profit potential Measure current. creative and audiences have the highest sales potential. latent and emerging trends within consumer segments Understand the economics of closing gaps vs. receptivity. ROI assessment of historical marketing using proven statistical modelling.7 Advertising Effectiveness: “We understand advertising in a way that helps clients cut through clutter. Behaviour analysis of valuable consumer segments.    Modelling with sophisticated simulation and planning applications. and guide media companies in buying and selling across all media.2. Our deep and timely insights help advertisers in developing campaigns. providing a precise understanding of consumer reach.8 Marketing Performance: “From Chicago to China to Chile. Nielsen delivers comprehensive analysis with a simple focus: How can your marketing program ignite sales? We‟ll help you assess which platforms.” Nielsen‟s 360-degree view of the consumer in developed and developing countries provides the foundation for improving your return on investment (ROI). need states or missions Create a blueprint for transformational growth 2. demand to maximize opportunity Quantify various strategic levers Allocate resources across categories. Web and Mobile platforms.

Nielsen provides clarity about consumer reach. simpler way to see all the angles. What you need is a better.9 Market Structure & Segmentation: “Knowing where your business fits in and which consumers are poised to drive revenue is essential to your growth. Consultation with experts in the industry. Nielsen‟s integrated solutions include:    Reporting from the only dataset measuring TV and the Internet in the same household. making single source a reality Analysis of media spend on offline sales via comparisons of Gross Ratings Points and POS data giving a true picture of ROI Fusion of data obtained from digital set top boxes which augment our existing TV panel measurement.” Using our demographic and retail databases. Nielsen‟s broad view of the television.2. Combining proprietary data fusion techniques with process expertise. at any time of day. streaming video on the web and doing mobile “check-ins” on the go. we deliver analysis that enables you to improve relationships with consumers that will drive profit. How can you be sure your message is impacting the right audience on the right platform in the right place at the right time? As consumers redefine traditional audience rules. allowing for more granular analysis . online and mobile landscape provides a broad range of metrics and trusted analytics to identify the best places to reach any demographic.  Recommendations and forward-looking action plans.2. Whether consumers are interacting with reality TV or fantasy sports. 2.” Audiences are watching TV. Nielsen provides clients with a precise understanding of market structures and ways to identify and reach any brand‟s most promising prospects. Our proprietary set of measurement tools allow us to:    Identify your most valuable consumers Optimize your marketing mix and prioritize your spend – limiting waste and increasing efficiency Integrate your own customer data with our world-class market and media data to move confidently from insights to marketing action 2.10 Cross Platform Audience Behaviour: “Today's consumer has multiple screens and millions of choices. through any media. engagement and behaviour across multiple screens.

Developing a professional Leadership team that inspires. providing a complete picture of your audience  2. nurtures talent and propagates Nielsen Academy Values by personal example. bars and health clubs. and engagement with. India and China) and Business and Employee research using a full array of qualitative and quantitative research methods.      Establishing. We can bring you closer to your customer.1 Vision Statement: “We are transforming this company into an even more exciting. 2. Our UK and international market research company services cover areas such as. Incessant offering of Products and Services that are value for money and excite customers. enter new markets and build your brands profitably. By doing so.3. exhilarating place to work by finding more effective ways to integrate our information and enhance our insight to help clients succeed. Providing a Network experience that is best in the industry.3. re-engineering and automating Processes to make them customer enteric. we can help you and your organization to grow and improve through the wealth of experience and expertise at Vision One. Market Entry into emerging or established BRIC markets (e. Mission and Quality Policy: 2. Brazil. efficient and effective.3 Vision. Tracking and analysis of web site performance along with information about audience consumption of. we are able to offer you first class business intelligence to help you reach your customers.g. develop new products. Brand and Advertising development and tracking. Building Nielsen into an iconic Brand which is benchmarked by others and leads industry in Intention to Purchase and Loyalty. streaming media making it easier to get a true picture of campaign effectiveness Measurement of television viewing in out-of-home locations such as hotels.” Through our wide range of innovative tools and our international network of research and marketing specialists. . Customer Satisfaction.2 Mission Statement: Nielsen will create world-class benchmarks by:  Meeting and exceeding Clients expectations with a segmented approach. Russia.

all operating countries have to refer to globally “Global Guidelines for Television Audience Measurement” (GGTAM) made by Audience Research Method (ARM) . Employee Involvement – Employees should be encouraged to be pro-active in identifying and addressing quality related problems. Continuous Improvement – Companies should continuously work towards improving manufacturing and quality procedures. measured and responded to consistently. In Indonesia. and Nielsen Media Research. 2. Its headquarter office is in Europe (Switzerland and Italy). TQM looks at the overall quality measures used by a company including managing quality design and development. and quality assurance. ACNielsen. Nielsen has sought to provide its clients with the objective and reliable marketing information and consumer insight that add value to their business. Methodology and Tools – Use of appropriate methodology and tools ensures that nonconformances are identified. AGBNielsen is the fourth TAM operator after SRI (Survey Research Indonesia). Company Culture – The culture of the company is aim at developing employees ability to work together to improve quality. Total Quality Management (TQM) is an approach that seeks to improve quality and performance which will meet or exceed both client and customer expectations.3. quality improvement. including:  Executive Management – Top management should act as the main driver for TQM and create an environment that ensures its success. Our goal is to help clients make the best possible marketing decision to build revenue and profit. TQM can be defined as the management of initiatives and procedures that are aimed at achieving the delivery of perfect quality research report. This can be achieved by integrating all quality-related functions and processes throughout the company. TQM takes into account all quality measures taken at all levels and involving all company employees. A number of key principles can be identified in defining TQM. Customer Focus – Improvements in quality should improve customer satisfaction.        Training – Employees should receive regular training on the methods and concepts of quality. Nielsen is a joint venture company of two recognized TV Research companies in the world. Decision Making – Quality decisions should be made based on measurements. They are AGB Group (operating in more than 30 countries) and Nielsen (operating in more than 70 countries). In conducting TAM.4 Areas of Operation: Nielsen Research (The Nielsen Company) is a worldwide company which conducts TV Audience Measurement (TAM) in 10 cities in Indonesia as part of Nielsen global survey in more than 30 countries around the world.3 Quality Policy: Throughout its history. quality control and maintenance.2.

In the same year. Hellman & Friedman LLC and AlpInvest Partners. The last document was published in 1999 and updating every decade. Apart from that.P. ESOMAR (European Society for Opinion & Marketing Research) and WFA (World Federations of Advertisers). as CEO. Claritas. but also about the dynamic changes in technology in every two years. It later recombined the two halves of the business when it acquired AC Nielsen in 2001. The company‟s publishing arm also owned several publications including The Hollywood Reporter and Billboard magazine. TAM is not only about research methodology which base on international standard in GGTAM.. VNU combined the Nielsen properties with other research and data collection units including BASES. Lee Partners L. the result on production & delivery process must also have the same analysis standard in every country as it is impossible for advertisers whose products are marketed in some countries to evaluate its TV commercial effectiveness through many benchmarks or currencies. AGBNielsen not only operates by recent standardization.. HCI and Spectra. such as ARF (Advertising Research Foundation). With its methodology referred to global standard. Referring to GGTAM. the group hired David L. Owners of the Company: The Dutch publishing company VNU acquired Nielsen Media Research in 1999.. In 2006. In practice. researches and developments together with the ability to evolve with the changes in TV and research technology and the users‟ needs of the TAM systems. and other institutions. the system that is used by AGBNielsen is the result of many years of accumulated relevant experiences. with TV environment in each country. Thomas H. for example. but also adapts technological implementation. Pay TV (satellite or cable) and telecommunication infrastructure for data transferring. He renamed VNU as The Nielsen Company in 2007. VNU was acquired by a group of six private equity firms which included       Kohlberg Kravis Roberts & Co. . formerly of General Electric.Group and sponsored by EBU (European Broadcasting Union).P. Carlyle Group. are digital based broadcast. Calhoun. either for hardware (metering technology) or software (software production and analysis). Blackstone Group L. The factors affect the TV environment.

7. International Data Group. Investment News). 2.2.C. 2.7. Inc: International Data Group (IDG) is a publishing giant with digital appeal.000 Stock Exchanges : New York. Auto Week). Cleveland. Its portfolio covers such areas as the automotive industry (Automotive News. McGraw-Hill is a textbook case. Inc. USA. 2. Connecticut 06901. IDG also operates 460 websites featuring technology content. All total. Chairman Patrick McGovern founded the company in 1964. IDG reaches audiences in some 90 countries. and New York City). The world's top technology publisher. D. and related materials. It publishes CIO magazine through CXO Media.7 Competitors Information: Top Competitors of Nielsen are    Crain Communications Inc. the financial sector (Business Insurance.3 The McGraw-Hill Companies. The McGraw-Hill Companies is a leading producer of textbooks. and media (Advertising Age). and its publications host events such as the Auto Week Virtual Green Car Show. Detroit. Inc: As a successful publishing operation. 2. The family-owned company was started by G. serving the .Nielsen Company.6 Ownership Pattern Type : Public Company Address : #177 Broad Street. IDG provides technology market research through its IDC (International Data Corporation) unit. Stamford.2 International Data Group. tests. produces more than 700 technology-focused industry events. The McGraw-Hill Companies. IDG produces popular magazines and newspapers (including PC World and Macworld) in dozens of languages for more than 270 million readers.7. Inc. In addition. and offers lead generation and marketing services for tech companies. Incorporated : 1929 as A.1 Crain Communication Inc: These Crains have been whooping it up in the publishing business for a long time. Employee : 40. Crain Communications is a leading publisher of trade journals and weekly business newspapers with about 30 titles serving audiences mostly in the North America and Europe. Crain also publishes business journals in four major US cities (Chicago. Crain in 1916.

McGraw-Hill Information & Media (I&M).  2. Its McGraw-Hill Financial Services (MH Financial) unit supplies financial and business information services. The company has plans to split in two. which will be called McGraw-Hill Markets. Company has the research laboratories to conduct type of research.  Company provides good parking facilities separately for two wheelers and four wheelers. publishes trade journals and other industry content (Aviation Week). A fourth unit.   Company maintains two offices in one city.9 Awards & Recognitions . Some of the facilities provided by the company are as follows.8 Infrastructure Facilities: AC Nielsen has a good infrastructure. 2. They maintain separate room for visitors. secondary. dividing MHE from its other assets. and higher education markets through McGraw-Hill Education (MHE). One will be the research office to make the work simpler and easier within the given time.elementary. It provides all facilities to its employees in the company for their well being and to minimize the wastage of time and to utilize time effectively with good and hygienic working environment. A meeting hall to discuss research issues and a separate room for all the managers in research office and they also maintain separate rooms for training employees and newly hired candidates. while its Standard & Poor's (S&P) provides indexes and credit ratings.

10 Work Flow Model: Figure below represents the work flow model of the Nielsen Company RESEARCH ORDER FROM THE CLIENT RESEARCH ORDER FROM THE CLIENT APPROACHING THE CLIENT BY BUSINESS EXECUTIVES DISCUSSING ABOUT THE PROBLEM OR INFORMATION THEY ANT PREPARING THE RESEARCH DESIGN BY RESEARCHER COLLECTON OF DATA BY RESEARCH EXECUTIVES DATA BY RESEARCH EXECUTIVES TO RESEARCHER ANALYZING AND INTEREPTION OF DATA BY RESEARCHER PREPARING OF THE REPORT BY THE RESEARCHER COMMUNICATION THE RESULTS TO THE BUSINESS EXECUTIVES PRESENTATION OF THE RESULT BY EXECUTIVES TO CLIENTS .2.

It appeared also in “In search of Excellence” by Peters and Waterman and was taken up as a basic took by the global management consultancy company McKinesy. which represents the core of managerial activities.CHAPTR ~3 Nielsen 7’s Frame Work: The 7‟s Framework of Mckinsey is a management model that describe & factors to organize a company in a holistic and effective way. McKINSEY 7’s . Large or small. At the same time the Tom Peters and Waterman were exploring what made a company excellent. 3. to be sure of successful implementation of a strategy. the relative importance of each factor may vary over time. they‟re all interdependent.1 Origin of the 7’s Framework: The 7s Framework was first mentioned in “the Art of Japanese Management” by Richard Pascal and Anthony Athos in 1981. Since then it is known as their 7s model. so if you fail to pay proper attention to one of them. this may affect all others well. On top of that. The 7s model was born at a meeting of these four authors in 1978. so as to increase the communication power of the model. Managers should take into account all seven of these factors. they had been investigating how Japanese industry had been so successful. Together these factors determine the way in which a corporation operates. These are the „levellers‟. There are 7 basic dimensions. which executes us to influence complex and large organizations. there was a concerted effort on the model to coin the managerial variables with words beginning with the letters S. Obviously.

2. Staff: The employees and their general capabilities.2 System: AC Nielsen Examines the market through many different information windows with one ends in view.2. these are the core values of the company that are evidenced in the corporate culture and the general work ethic. 3. The solutions of marketing problems are:         Consumer Window Social Window Retail Window Cultural Window B2B or IMR Window Media Window Healthcare Window Wholesale Window . Shared Values: These are called “super ordinate goals” when the model was first developed.    3. System: The daily activities and procedures that staff members engage in to get the job done.3. Style: The style of leadership adopted. Skills: The actual skills and competencies of the employees working for the company.1 Strategy:     Wider and more detailed coverage of the market place Continued Expansion in developing markets Continued Technology & Service Innovation Integration of solution for greater operational efficiency and client satisfaction.2 Applications of 7s Model :     Strategy: The plan devised to maintain and build competitive advantage over the competition. Structure: The way the organization is structured and who reports to whom.

they strongly believe in the philosophy of people make the difference. Staff are recruited and . Diverse engineering streams (Electronic. Based on the Likert’s leadership styles Benevolent authoritative: Although there may be some delegation of decisions. Customized research such as Qualitative and Quantitative.2.years in Industrial Market Research.3 Style: Based on the Managerial Grid Media of the road management: A weak balance of focus on both people and the work.2. 3. Civil and Mechanical etc). almost all major decisions are still made centrally.6 Staff: The strength of the company lies in the human resources. but not publishing the boundaries of what may be possible. The staffs are team players which facilitates total interpretation and work processing.4 Skills:       25 dedicated professional with average experience of 7. Electricals.2.3. Doing enough to get things done.5 Shared Values: It‟s given by Nielsen code…        Impartiality Thoroughness Accuracy Integrity Economy Price Delivery 3. Dedicated team of permanent field of executives with technical background.2. They have with a focused skill set matching to the solution and services they provide and to provide them in the best way. Chemical. 3. Excellent in depth/face to face interviewing skills. Follow on the job training.

People are employed on the basis of various streams like engineering.employed in large numbers. commerce. etc. Organization STRUCTURE: Managing Director (Mumbai) Executive Director Directors Associate Director Associate Director Managers Operations Senior Executive Client Solution Executive Field Executive . where the major share is of the temporary staff.

Opportunities:   Online marketing. Higher spending ability of potential consumers. This helps to identify the company and industry specific critical drivers and catalyst. Bias of the executives etc. Strengths:   Nielsen is strategically located and easy access to all major cities.    Threats:   Competition from new and existing companies. Highly skilled and efficient labours available for the company. . Trend of in-house research and development. The employee service bureau is ready to provide any number of employees. because of good Brand identity. The results of this analysis have been fed into marketing and organizational strategic plans and have been highly successful in strategy formulation. Weakness:     Low level of literacy rate among the lower level employees. Company has a well worse experience from many years with experienced staff. Nielsen has many numbers of clients. Lack of recruitment policies.CHAPTER ~4 SWOT Analysis: Research connects conducts SWOT analysis of organization to provide recommendations on their performance and growth potential. Lack of co-ordination among the various offices. The SWOT analysis identifies strengths and weaknesses and relates them with forward looking opportunities and threats.

talents. I have also come to know how information technology and various systems have reduced the man power activity and documentation time. By & large it was a useful experience of undergoing in plant training at AC Nielsen as I could learn the way in which an organization of its size actually functioned . I have observed how marketing department bridge the gap between organization and customer by various promotion tool as well regular feedback from customer. organizing. & how they are being coordinated and utilized in an optimal manner. Also I have come to know how an individual should be dynamic in corporate sector. in achieving personal as well as organizational goal. directing and controlling was known which guide the organization in facing competition. I also came to know different employees/workers have different skills. which guide in achieving personal as well as organizational goals. I have felt empowered with confidence to understand different management concept in a pragmatic manner. After in plant training. I know how a workflow model helps in organizing the work.Chapter ~ 6 Learning Experience: The in-plant training has created the sense of practical exposure and enlighten in my mind as to what actually an organization is. I have also understood the importance of time management. Also importance of human relation was realized which helps in getting the things done through others. I also learnt about how to interact with various executives of various industry segments and collected the required data and do a thorough research based on their feedback. which helps the entire organization in meeting the deadlines. Importance of different management function such as planning. I have realized that the customers are bread and butter of the organization. I have also learnt about how marketing takes place in a research organization. which should guide me in my career planning and development. staffing. attitude etc. Implant training has also helped me in knowing the importance of team effort when compared to individual effort in an organization. Thus. abilities. by determining the authority and responsibility for staff. I also understand the importance of leadership traits.

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