BWAC NBC CASE
During the 2016 Olympics, NBC Universal had a very big scare when their primetime viewers fell 18%. In the article, SNOOZE, the main issue is that younger viewers were not watching programming through traditional means. Companies such as NBC Universal and ESPN needed to find ways to get younger audiences to watch their programming, they needed to figure out a new way of advertising.
To understand where they started one must look at NBC’s Marketing Management Philosophy. For this certain situation, their philosophy was to focus on Market Orientation. The concept focuses on wat the customer wants and to try and to integrate activities and working towards achieving their long-term goals by also satisfying customer wants and needs. NBC has done this by seeing how more people are using social media and they’ve adapted by putting Olympic broadcasts online on apps such as Snap Chat and Instagram to increase viewers. This leads to their objectives and growth dimensions. NBC uses a mix of the Innovation matrix and the Ansoff’s Strategic Opportunity Matrix. By using the Ansoff’s Opportunity Matrix NBC wants to penetrate its way onto the social media market and develop its online resources to connect to viewers. Further they are innovative in the sense of Transformational Innovation, technology is ever-changing and companies need to adapt to it or else they’ll sink. NBC extending its reach’s online shows how it can be innovative and follow trends in order to profit. By joining online NBC viewers increased by 29% from the London Olympic games on the NBC sports app and website. A good objective for NBC would be to increase viewership on...