National Geographic Society

1295 Words6 Pages
National Geographic Society
The Problem Essay
Position Statement
The key managerial problem which John Fahey is facing is to decide as to whom the e-commerce head should report, in the current organizational structure of NGS, so that the new position gives him enough freedom to leverage the growth opportunities of the e-commerce platform efficiently. How much span of control for the new head is required to cope with declining print media sales and build the right balance between allocating investments and revenue allocations across different product units of the organisation? He should also have enough exposure to build strong customer relationships and brand loyalty by improving the membership program using e-commerce.
Fahey is
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He should also take care of allocating the cost of this content generation and their respective revenue streams across divisions.

Decision Options and Analysis
Option 1: The new head should report to Tim Kelly, president and CEO of Global Media Group. This will give him tight control over different media units like the NGM, the book publishing, television etc. and help in building brand value by providing a meaningful and engaging experience to customers which is aligned to the latest mission i.e. “to inspire people to care about the planet”. The downside of this option is he will have little exposure with researchers, writers and explorers. Also the allocation of funds to expensive mission programs will still remain a problem as it requires close coordination with Enterprise group.
Option 2: The new head reports to Linda Berkley, the head of Enterprise Group. Reporting to Linda will help him better manage the funding of mission programs and also help him channel the revenue to different product units in a way which will help the overall mission of the society. The downside will be less coordination between the different media channels, poor decisions on topic selection as each channel will try to maximize its profit diluting the brand as a whole. Customer experience will continue to be dispersed resulting in failure to engage them and bring back the old membership feeling in
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