Fieldwork - Analyzing a retail outlet: Nielsen Holdings N.V.

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[...] Fieldwork - Analyzing a retail outlet: Nielsen NIELSEN: SEARCHING FOR INFORMATION SOURCES Company/ Administration Nielsen Holdings N.V. is an American global information and measurement company with headquarters in New York and Diemen in the Netherlands. Nielsen is active in over 106 countries. The company has a long history. It was founded in 1923 by Arthur C. Nielsen and was the first company to offer market research. Nielsen was acquired by the Dun & Bradstreet Company in 1984. In this transition the company was divided into two separate companies: Nielsen Media Research, which was responsible for TV ratings, and AC Nielsen, which was responsible for consumer shopping trends and box-office data. [...]

[...] What they do is to measure what consumers watch and buy to bring a clear and complete understanding of performance. The company have different segments with different focusses: In the Watch segment, they focus is on currency-grade ratings of viewing across all screens, devices, and platforms to measure the size and composition of the Total Audience. In the Buy segment, they focus on sales and market share for brands, providing both local views and consistent global views, covering 106 countries representing over 90% of world population and GDP. [...]

[...] Blake: Executive Vice President, External Affairs Karen Kornbluh: Executive Vice President, External Affairs Nielsen was a private company from 2006 through 2011. On January the company listed itself on the New York Stock Exchange. The Board of Directors is elected by the stockholders to oversee management and to assure that the long-term interests of the stockholders are being served. Structure, contents, services The introductory page of the company gives us a small overview of there working-area and their current projects. [...]

[...] Especially firms entering a new business branch or having no information about the sales and marketing in another country can profit from Nielsen's services. The mass of money companies spend on trade promotion are often not really efficiently used. Information enabled by the statistics of Nielsen can change that by improving the marketing mix and the selection of media that should be used to reach the consumers. Also the outer appearance of a firm gets more important from day to day, because of the mass of information you can get on the internet. [...]