Research method for management: Universal Music

Résumé du document

Universal Music Group is the biggest American music company and corporation worldwide. Currently, the company is a subsidiary of Vivendi Groupe, and owns Universal Music Publishing Group, the second biggest music publishing company all over the world.

The global corporate headquarters of the company are located in Santa Monica, California, United States of America. Universal Music Group is clearly the leader of the music industry, it produces and sales many national and international artists and bands, through its own music labels Barclay, Polydor, Mercury, AZ, ULM, Motown France etc.

At the beginning, Universal Music Group was only called Universal Music. They were first attached to the movie studio Universal Pictures. The present organization we know today has been created by the merge between Seagram and Polygram, in 1998. The name of Universal Music Group appeared when MCA Music Entertainment Group was renamed Universal Music
Group.

Extraits

[...] I tried to change the data for lower amounts, and here what the solver advised me afterwards: " # $ & & & ! ) + & ' , & * ) # " ! ) $ % With the same operations as before, the solver advised us to use 3 magazine ads and 6 billboards. With these solutions, we respect our constraints to us less than 20 commercials, the cost is almost equal to $15000, and the total exposure is maximize with 229500 people that can be reached by our advertising campaign & ! [...]

[...] We first try with these variables: " # $ & & & ! ) + & ! ) , & ) ! * ) ) # " ! $ C18 = (D13*C13)+D14*C14+D15*C15+D16*C16. H16 has been founded thanks to the Solver, by doing these operations: With these variables, we can see that the solver advices us not to use any of the TV, radio or magazine ads and to focus on billboards, which seems more logical because it is not the most expensive one and it is the most efficient, which means it reaches the higher amount of people The Solver advises us to only use 9 billboards for $16000 each, for a total cost of a bit less than $150000. [...]

[...] The main objective of this project is to maximize the exposure of people able to see the ads, taking into account the prices of each ad and the maximum number of each kind of ad and commercial that they are able to buy. To maximize the total exposure of people reached with the whole ads and commercials, using linear programming. The main tool used for analyzing data in this Universal Music Project is Microsoft Excel with Solver. According to the Marketing and Communication's department of Universal Music Group, here as the data concerning the different type of ads, their cost and the exposure of people for each commercial: 5 ! [...]

[...] As I said earlier, the main objective of this project is to maximize the total exposure in order to reach as many people as possible, and we need to find this number knowing various constraints. First of all, the budget is limited to $150000, for the entire communication process. Then, we are limited to 12 times or less for the TV commercials times or less for the radio commercials times or less for the magazine advertisings and 10 times or less for billboards. Furthermore, the total ads should not be more than 20. [...]

[...] For the music industry, the most efficient tool is the TV and the billboards, because they are both watched and seen by the higher amount of people. Furthermore, TV commercials are the only one that can use both sound and visual, which is really important in the entertainment industry. Indeed, the customer needs to watch and hear what he is pretended to buy, that is why magazine ads and billboards can be a bit less useful http:// www.universalmusic.com/ http:// fr.wikipedia.org/wiki/Universal_Music_Group http:// www.crunchbase.com/company/universal-music-group http:// www.umusicpub.com/ http:// topics. [...]