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7/31/2019 CSI Toyota

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Chapter ~ 1Industry Profile:

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 thelevel 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 inthe 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


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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.

1.1Types 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 tradeassociations. It yields information about industry sales trend and growth rates, demographics

profiles and regional business statistics.

1.2The 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


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1.3Uses of Market Research:Market research allows pinpointing a host of keys business factors about the market.

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 companys customers and prospects, including:

Their demographic profile. The types of features or special they want. What they like and dislike about companys product or service. How they use the product or service. How often they buy and how much they will pay for the product or service.

Once we analyze the results of the market research, well be in a better position to create a

focused business plan, develop a target advertising campaign, set competitive prices, select a

new business location or take other steps to grow the company.

1.4TOP 10 Market Research Mistakes:Market research is essential to understand the customers and the competition. Research can

also identify trends that effect sales and profitability. But successful research takes planning

and strategy. Here are some of the some of the common mistakes business make in

conducting market research and tips for avoiding them.

Overspending. Not knowing what we are looking for. Poor choice of reference materials. Not thoroughly researching the competition. Not researching price information. Researching the wrong group. Not horning a good research instrument.


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Not being aggressive enough in the research efforts. Relying on one set of date. Ignoring the market research.

1.5Top Market Research Companies in India: Delphi Research ServicesMarket research organization. Diksha Research CoimbatoreMarket research agency. IMRB International, MumbaiMarket research agency. Lamcon Finance & ManagementMarket research & consultancy. Market pluseMarket research & entry strategy services. Nilsen IndiaA leading market research agency. Protech IndiaMarket research & consultancy. Rural RelationsRural marketing services. Rushabha Direct MarketingDirect marketing, mailing & database management. TNS IndiaMarket research services.


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CHAPTER~2

COMPANY PROFILE:

2.1 Background and inception of the Company:

This company was founded in 1923 in Chicago, by , Sr., in order to give marketers reliable

and objective information on the impact of marketing and sales programs. AC Nielsen

began expanding internationally in 1939, and now operates in more than 100 countries.

When you shop till you drop, ACNielsen keeps track of every step. A subsidiary of business

information giant Nielsen, ACNielsen is a leading collector of retail sales data. It compiles

data from retail store scanners and in-store audits in about 100 countries, providing

information on market share, pricing, and promotional effectiveness. It also collects

information on brand loyalty, purchases, and demographics through a consumer panel that

spans about 300,000 households in more than 25 countries. In addition, 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's best known creations are the Nielsen ratings, an Audience measurement system

that measures television, radio and newspaper audiences in their respective media markets. In

1950 they began attaching recording devices to a statistical sample of about 1200 consumer

television sets in the U.S. These devices used photographic film in mail-in cartridges to

record the channels viewed by the consumer and thus determine audience size. Later they


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developed electronic methods of data collection and transmission. In 1996, ACNielsen split

off this part of its operations into a separate company called Nielsen Media Research (NMR),

which operated as an independent company until it was acquired by Dutch conglomerate

VNU in 1999.

Another market research tool is the Homes can program where sample members track andreport all grocery and retail purchases, allowing purchasing patterns to be related to

household demographics. Homes can cover several countries including Australia, Canada, the

United Kingdom, and the United States. In 2004, ACNielsen chose the Cipher Lab CPT-8001

as its data collection terminal for the Homes can program throughout Asia.

2.2 Nature of the business carried:

Retail & Shopper Marketing. Brand & Portfolio Management. Pricing & Promotion Strategies. Product Innovation & Renovation. Social Media Intelligence. Growth & Demand Strategy. Advertising Effectiveness. Marketing Performance. Market Structure and Segmentation. Cross Platform Audience Behaviour.

2.2.1 Retail & Shopper Marketing:

A great product is a great place to start, but it's critical to get the right product in front of the

right shopper.

No matter how strong a product, it must be marketed to the right shopper in the right context

if it is to succeed. Understanding shopper behaviour allows retailers and manufacturers to

optimize in-store layout, communications, assortment, pricing and promotions to boost sales.

But how do you decide where to expand next or how to increase per-store sales? What packsize, 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?

2.2.2 Brand & Portfolio Management:

Nielsen helps your business satisfy its bottom line while keeping an eye on the evolving

needs of your customers.

Building strong brand equity means dealing effectively with a lot of moving parts. Managing

each component of your portfolio is essential to enhancing the overall perception and

competitive performance of your brand. But how can you create the strongest brand portfolio

and which components need to be improved? How do you determine whats driving category


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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?

2.2.3 Pricing & Promotion Strategies:

Hitting the pricing sweet spot requires a detailed analysis of not only your competition, but

also emerging economic and consumer trends.

One of the greatest challenges for any manufacturer or retailer is setting prices. Impacted by

economic conditions, trends in label growth, and commodity cost fluctuations, pricing and

sales strategies require in-depth and current knowledge of the market. So what is the optimal

price point for your products, and how will your customers respond to changes? How should

you price a new product, or a product re-launch? Whats the best way to promote your

products during a price increase, and which promotions are the most effective?

2.2.4 Product Innovation & Renovation:

With the marketplace and your competition in constant motion, you cant afford to have

your products stand still.

The marketplace and your competitors are in constant motion, so you cant afford to have

your products stand still. But launching a new product or refreshing an existing one requires a

deep understanding of the market, and an execution strategy based on the best data available.

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--vis your

competitors? What would be the best launch strategy, including distribution, advertising and

investment?

2.2.5 Social Media Intelligence:

It is essential today to know what consumers are saying about your brand on social media.

Conversations on customer review sites, blogs and social networks are shaping your public

image and impacting sales. 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, and how can social media best be integrated with othermarketing extensions?

2.2.6 Growth & Demand Strategy:

"For your brand to reach the next level, you need to know where consumer demand is

heading.

Which products and services will consumers be craving next year? In five years? Armed with

reliable forecasts, you can direct your resources more efficientlyand boost success

dramatically.


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Advanced tools for helping the clients:

Determine which consumers and segments represent the highest growth and profitpotential

Measure current, latent and emerging trends within consumer segments Understand the economics of closing gaps vs. demand to maximize opportunity Quantify various strategic levers Allocate resources across categories, need states or missions Create a blueprint for transformational growth

2.2.7 Advertising Effectiveness:

We understand advertising in a way that helps clients cut through clutter, enhance their

brand and drive growth.

Nielsen measures and analyzes advertising effectiveness across TV, Web and Mobile

platforms, providing a precise understanding of consumer reach, receptivity, resonance and

response. Our deep and timely insights help advertisers in developing campaigns, and guide

media companies in buying and selling across all media. Nielsen clarifies not only the "who"

and the "when, but also the how and why of your campaigns impact.

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?

2.2.8 Marketing Performance:

From Chicago to China to Chile, Nielsen helps make sense of a world of marketing

investment and program opportunities.

Nielsens 360-degree view of the consumer in developed and developing countries provides

the foundation for improving your return on investment (ROI). Nielsen delivers

comprehensive analysis with a simple focus: How can your marketing program ignite sales?

Well help you assess which platforms, creative and audiences have the highest sales

potential.

Services include:

Tracking consumer engagement and response to marketing programs. Modelling with sophisticated simulation and planning applications. Behaviour analysis of valuable consumer segments. ROI assessment of historical marketing using proven statistical modelling.


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Recommendations and forward-looking action plans. Consultation with experts in the industry.

2.2.9 Market Structure & Segmentation:

Knowing where your business fits in and which consumers are poised to drive revenue is

essential to your growth.

Using our demographic and retail databases, Nielsen provides clients with a precise

understanding of market structures and ways to identify and reach any brands most

promising prospects. Combining proprietary data fusion techniques with process expertise,

we deliver analysis that enables you to improve relationships with consumers that will drive

profit.

Our proprietary set of measurement tools allow us to:

Identify your most valuable consumers Optimize your marketing mix and prioritize your spendlimiting waste and

increasing efficiency

Integrate your own customer data with our world-class market and media data tomove confidently from insights to marketing action

2.2.10 Cross Platform Audience Behaviour:

Today's consumer has multiple screens and millions of choices. What you need is a better,

simpler way to see all the angles.

Audiences are watching TV, streaming video on the web and doing mobile check-ins on

the go. 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, Nielsens broad view of the television,

online and mobile landscape provides a broad range of metrics and trusted analytics to

identify the best places to reach any demographic, through any media, at any time of day.

Whether consumers are interacting with reality TV or fantasy sports, Nielsen provides clarityabout consumer reach, engagement and behaviour across multiple screens.

Nielsens integrated solutions include:

Reporting from the only dataset measuring TV and the Internet in the samehousehold, making single source a reality

Analysis of media spend on offline sales via comparisons of Gross Ratings Points andPOS data giving a true picture of ROI

Fusion of data obtained from digital set top boxes which augment our existing TVpanel measurement, allowing for more granular analysis


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Tracking and analysis of web site performance along with information about audienceconsumption of, and engagement with, 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, bars andhealth clubs, providing a complete picture of your audience

2.3 Vision, Mission and Quality Policy:

2.3.1 Vision Statement:

We are transforming this company into an even more exciting, exhilarating place to work by

finding more effective ways to integrate our information and enhance our insight to help

clients succeed.Through our wide range of innovative tools and our international network of research and

marketing specialists, we are able to offer you first class business intelligence to help you

reach your customers, develop new products, enter new markets and build your brands

profitably.

We can bring you closer to your customer. By doing so, we can help you and your

organization to grow and improve through the wealth of experience and expertise at Vision

One. Our UK and international market research company services cover areas such as;

Customer Satisfaction, Brand and Advertising development and tracking, Market Entry into

emerging or established BRIC markets (e.g. Brazil, Russia, India and China) and Business

and Employee research using a full array of qualitative and quantitative research methods.

2.3.2 Mission Statement:

Nielsen will create world-class benchmarks by:

Meeting and exceeding Clients expectations with a segmented approach. Establishing, re-engineering and automating Processes to make them customer

enteric, efficient and effective.

Incessant offering of Products and Services that are value for money and excitecustomers.

Providing a Network experience that is best in the industry. Building Nielsen into an iconic Brand which is benchmarked by others and leads

industry in Intention to Purchase and Loyalty.

Developing a professional Leadership team that inspires, nurtures talent andpropagates Nielsen Academy Values by personal example.


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2.3.3 Quality Policy:

Throughout its history, Nielsen has sought to provide its clients with the objective and

reliable marketing information and consumer insight that add value to their business. Our

goal is to help clients make the best possible marketing decision to build revenue and profit.Total Quality Management (TQM) is an approach that seeks to improve quality and

performance which will meet or exceed both client and customer expectations. This can be

achieved by integrating all quality-related functions and processes throughout the company.

TQM looks at the overall quality measures used by a company including managing quality

design and development, quality control and maintenance, quality improvement, and quality

assurance. TQM takes into account all quality measures taken at all levels and involving all

company employees.

TQM can be defined as the management of initiatives and procedures that are aimed at

achieving the delivery of perfect quality research report. A number of key principles can be

identified in defining TQM, including:

Executive ManagementTop management should act as the main driver for TQMand create an environment that ensures its success.

TrainingEmployees should receive regular training on the methods and concepts ofquality.

Customer FocusImprovements in quality should improve customer satisfaction. Decision MakingQuality decisions should be made based on measurements. Methodology and ToolsUse of appropriate methodology and tools ensures that non-

conformances are identified, measured and responded to consistently.

Continuous ImprovementCompanies should continuously work towards improvingmanufacturing and quality procedures.

Company CultureThe culture of the company is aim at developing employeesability to work together to improve quality.

Employee InvolvementEmployees should be encouraged to be pro-active inidentifying and addressing quality related problems.

2.4 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. Nielsen is a joint venture company of two

recognized TV Research companies in the world. They are AGB Group (operating in more

than 30 countries) and Nielsen (operating in more than 70 countries). Its headquarter office is

in Europe (Switzerland and Italy). In Indonesia, AGBNielsen is the fourth TAM operator

after SRI (Survey Research Indonesia), ACNielsen, and Nielsen Media Research.

In conducting TAM, all operating countries have to refer to globally Global Guidelines forTelevision Audience Measurement (GGTAM) made by Audience Research Method (ARM)


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Group and sponsored by EBU (European Broadcasting Union), and other institutions, such as

ARF (Advertising Research Foundation), ESOMAR (European Society for Opinion &

Marketing Research) and WFA (World Federations of Advertisers). The last document was

published in 1999 and updating every decade. Referring to GGTAM, AGBNielsen not only

operates by recent standardization, but also adapts technological implementation, either forhardware (metering technology) or software (software production and analysis), with TV

environment in each country. The factors affect the TV environment, for example, are digital

based broadcast, Pay TV (satellite or cable) and telecommunication infrastructure for data

transferring.

In practice, TAM is not only about research methodology which base on international

standard in GGTAM, but also about the dynamic changes in technology in every two years.

Apart from that, 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. With its methodology referred to global standard, the system that is used by

AGBNielsen is the result of many years of accumulated relevant experiences, 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.

Owners of the Company:

The Dutch publishing company VNU acquired Nielsen Media Research in 1999. It

later recombined the two halves of the business when it acquired AC Nielsen in 2001. VNU

combined the Nielsen properties with other research and data collection units including

BASES, Claritas, HCI and Spectra. The companys publishing arm also owned severalpublications including The Hollywood Reporter and Billboard magazine. In 2006, VNU was

acquired by a group of six private equity firms which included

Kohlberg Kravis Roberts & Co., Thomas H. Lee Partners L.P., Blackstone Group L.P., Carlyle Group, Hellman & Friedman LLC and AlpInvest Partners.

In the same year, the group hired David L. Calhoun, formerly of General Electric, as CEO.

He renamed VNU as The Nielsen Company in 2007.


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2.6 Ownership Pattern

Type : Public Company

Address : #177 Broad Street, Stamford, Connecticut 06901, USA.

Employee : 40,000Stock Exchanges : New York.

Incorporated : 1929 as A.C.Nielsen Company.

2.7 Competitors Information:

Top Competitors of Nielsen are

Crain Communications Inc. International Data Group, Inc. The McGraw-Hill Companies, Inc.

2.7.1 Crain Communication Inc:

These Crains have been whooping it up in the publishing business for a long time. 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. Its portfolio

covers such areas as the automotive industry (Automotive News, Auto Week), the financial

sector (Business Insurance, Investment News), and media (Advertising Age). Crain alsopublishes business journals in four major US cities (Chicago, Cleveland, Detroit, and New

York City), and its publications host events such as the Auto Week Virtual Green Car Show.

The family-owned company was started by G. D. Crain in 1916.

2.7.2 International Data Group, Inc:

International Data Group (IDG) is a publishing giant with digital appeal. The world's top

technology publisher, IDG produces popular magazines and newspapers (including PC World

and Macworld) in dozens of languages for more than 270 million readers. It publishes CIOmagazine through CXO Media. IDG also operates 460 websites featuring technology content.

In addition, IDG provides technology market research through its IDC (International Data

Corporation) unit, produces more than 700 technology-focused industry events, and offers

lead generation and marketing services for tech companies. All total, IDG reaches audiences

in some 90 countries. Chairman Patrick McGovern founded the company in 1964.

2.7.3 The McGraw-Hill Companies, Inc:

As a successful publishing operation, McGraw-Hill is a textbook case. The McGraw-HillCompanies is a leading producer of textbooks, tests, and related materials, serving the


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elementary, secondary, and higher education markets through McGraw-Hill Education

(MHE). Its McGraw-Hill Financial Services (MH Financial) unit supplies financial and

business information services, while its Standard & Poor's (S&P) provides indexes and credit

ratings. A fourth unit, McGraw-Hill Information & Media (I&M), publishes trade journals

and other industry content (Aviation Week). The company has plans to split in two, dividingMHE from its other assets, which will be called McGraw-Hill Markets.

2.8 Infrastructure Facilities:

AC Nielsen has a good infrastructure. 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. Some of the facilities provided by

the company are as follows.

Company provides good parking facilities separately for two wheelers and fourwheelers.

Company maintains two offices in one city. One will be the research office to makethe work simpler and easier within the given time.

They maintain separate room for visitors. A meeting hall to discuss research issuesand a separate room for all the managers in research office and they also maintain

separate rooms for training employees and newly hired candidates.

Company has the research laboratories to conduct type of research.2.9 Awards & Recognitions


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2.10 Work Flow Model:

Figure below represents the work flow

model of the Nielsen Company

RESEARCH ORDER FROM THECLIENT

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


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CHAPTR ~3

Nielsen 7s Frame Work:

The 7s Framework of Mckinsey is a management model that describe & factors to organize

a company in a holistic and effective way. Together these factors determine the way in which

a corporation operates. Managers should take into account all seven of these factors, to be

sure of successful implementation of a strategy. Large or small, theyre all interdependent, so

if you fail to pay proper attention to one of them, this may affect all others well. On top of

that, the relative importance of each factor may vary over time.

3.1 Origin of the 7s Framework:

The 7s Framework was first mentioned in the Art of Japanese Management by Richard

Pascal and Anthony Athos in 1981, they had been investigating how Japanese industry had

been so successful. At the same time the Tom Peters and Waterman were exploring what

made a company excellent. The 7s model was born at a meeting of these four authors in1978. 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. Since then it is

known as their 7s model.

There are 7 basic dimensions, which represents the core of managerial activities. These are

the levellers, which executes us to influence complex and large organizations. Obviously,

there was a concerted effort on the model to coin the managerial variables with words

beginning with the letters S, so as to increase the communication power of the model.

McKINSEY 7s


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3.2 Applications of 7s Model :

Strategy: The plan devised to maintain and build competitive advantage over thecompetition.

Structure: The way the organization is structured and who reports to whom. System: The daily activities and procedures that staff members engage in to get the

job done.

Shared Values: These are called super ordinate goals when the model was firstdeveloped, these are the core values of the company that are evidenced in the

corporate culture and the general work ethic.

Style: The style of leadership adopted. Staff: The employees and their general capabilities. Skills: The actual skills and competencies of the employees working for the company.

3.2.1 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.

3.2.2 System:

AC Nielsen Examines the market through many different information windows with one ends

in view.

The solutions of marketing problems are:

Consumer Window Social Window Retail Window Cultural Window B2B or IMR Window Media Window Healthcare Window Wholesale Window


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3.2.3 Style:

Based on the Managerial Grid

Media of the road management: A weak balance of focus on both people and the work.

Doing enough to get things done, but not publishing the boundaries of what may be possible.Based on the Likerts leadership styles

Benevolent authoritative: Although there may be some delegation of decisions, almost all

major decisions are still made centrally.

3.2.4 Skills:

25 dedicated professional with average experience of 7- years in Industrial MarketResearch.

Dedicated team of permanent field of executives with technical background. Excellent in depth/face to face interviewing skills. Diverse engineering streams (Electronic, Electricals, Chemical, Civil and Mechanical

etc).

Customized research such as Qualitative and Quantitative. Follow on the job training.

3.2.5 Shared Values:

Its given by Nielsen code

Impartiality Thoroughness Accuracy Integrity

Economy Price Delivery

3.2.6 Staff:

The strength of the company lies in the human resources; they strongly believe in the

philosophy of people make the difference. They have with a focused skill set matching to the

solution and services they provide and to provide them in the best way. The staffs are team

players which facilitates total interpretation and work processing. Staff are recruited and


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employed in large numbers, where the major share is of the temporary staff. People are

employed on the basis of various streams like engineering, commerce, etc.

Organization STRUCTURE:

Managing Director

(Mumbai)

Executive Director

Directors

Associate Director

Associate Director

Managers

Senior Executive

Executive

Client Solution

Field Executive

Operations


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CHAPTER ~4

SWOT Analysis:

Research connects conducts SWOT analysis of organization to provide recommendations on

their performance and growth potential. The results of this analysis have been fed intomarketing and organizational strategic plans and have been highly successful in strategy

formulation. The SWOT analysis identifies strengths and weaknesses and relates them with

forward looking opportunities and threats. This helps to identify the company and industry

specific critical drivers and catalyst.

Strengths:

Nielsen is strategically located andeasy access to all major cities. Highly skilled and efficient labours

available for the company, because

of good Brand identity.

The employee service bureau isready to provide any number of

employees.

Nielsen has many numbers ofclients.

Company has a well worseexperience from many years with

experienced staff.

Weakness:

Low level of literacy rate among thelower level employees. Lack of recruitment policies. Lack of co-ordination among the

various offices.

Bias of the executives etc.

Threats:

Competition from new and existingcompanies.

Trend of in-house research anddevelopment.

Opportunities:

Online marketing. Higher spending ability of potential

consumers.


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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. Importance of different management function such asplanning, organizing, staffing, directing and controlling was known which guide the

organization in facing competition. I know how a workflow model helps in organizing the

work, by determining the authority and responsibility for staff.

Implant training has also helped me in knowing the importance of team effort when

compared to individual effort in an organization. Also importance of human relation was

realized which helps in getting the things done through others. I also came to know different

employees/workers have different skills, talents, abilities, attitude etc. & how they are being

coordinated and utilized in an optimal manner, in achieving personal as well as organizational

goal. I also understand the importance of leadership traits, which guide in achieving personalas well as organizational goals. Also I have come to know how an individual should be

dynamic in corporate sector, which should guide me in my career planning and development.

I have also come to know how information technology and various systems have reduced the

man power activity and documentation time.

I have observed how marketing department bridge the gap between organization and

customer by various promotion tool as well regular feedback from customer. Thus, I have

realized that the customers are bread and butter of the organization. I have also understood

the importance of time management, which helps the entire organization in meeting the

deadlines.

I have also learnt about how marketing takes place in a research organization. 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.

After in plant training, I have felt empowered with confidence to understand different

management concept in a pragmatic manner. 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

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