Gfk Group. Market research
$9.95
14 word format
document in English
marketing
case study
published 13/12/2006
review : Completed
level : Advanced
requested 19 times
Summary
The GfK Group is the 4th market research organization worldwide. Its activities cover five business divisions Custom Research, Retail and Technology, Consumer Tracking, Media and HealthCare. The Group has approximately 130 companies located in more than 70 countries and a current total of approximately 7 700 employees.
Since its creation in 1925, the company had always based its strategy on combining knowledge of methods and technology used in modern market research with local expertise and knowledge of customer’ specificities.
In 2005, the sales represented 937.3 million EUR with an increase of 40% comparing to the previous year.
The geographical core markets are situated in Western and Southern Europe, Germany and USA.
The company had set itself the ambitious target of becoming the number 3 in the market research industry.
I worked for 4 months in the International Department in the office of Madrid. This department belongs to the Custom Research service and is in charge of the positioning and strategic surveys, tests products, consultancy on communication, customer’s habits…
The Team Manager, Mr Leon Ezcurra, is responsible for the results of his department and allocates the surveys to the 5 employees specialized on different sectors.
Since its creation in 1925, the company had always based its strategy on combining knowledge of methods and technology used in modern market research with local expertise and knowledge of customer’ specificities.
In 2005, the sales represented 937.3 million EUR with an increase of 40% comparing to the previous year.
The geographical core markets are situated in Western and Southern Europe, Germany and USA.
The company had set itself the ambitious target of becoming the number 3 in the market research industry.
I worked for 4 months in the International Department in the office of Madrid. This department belongs to the Custom Research service and is in charge of the positioning and strategic surveys, tests products, consultancy on communication, customer’s habits…
The Team Manager, Mr Leon Ezcurra, is responsible for the results of his department and allocates the surveys to the 5 employees specialized on different sectors.
Table of Contents
- Risk management within the company and the international department
- Internal risks of the group
- External risks of the department
- Internal risks of the department
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