Kelompok : Arvi Nugraha, Fransiskus Allan, Dewi Annisa, Nagata Wiguna, Raihan Alisha.
3. Menurut anda bagaimana tingkat keberhasilan dan efektifitas perubahan yang dilakukan?
Tingkat keberhasilan dan efektifitas dapat terlihat pada income statement NGS,
dimulai dari peningkatan revenues, dari 1999 sebesar $517.9 Juta dollar, menjadi $574.0
Juta dolar, kemudian peningkatan pada pendapatn dikarenakan digital media, document,
production and films, dari $65.0 Juta dollar pada tahun 1999 menjadi $110.9 Juta dollar
di tahun 2009. Kemudian berkurangnya biaya Doc, Prod, Films dan digital media, dari
$7.0 Juta dollar menjadi $0.8 Juta dollar. Perubahan yang dilihat adalah perubahan pada
pendapatan dari digital media, karena hal itu menjadi tujuan dari NGS yang baru. Untuk
pendapatan dari NGM tetap menjadi pendapatan utama, dimana NGM berhasil
menyumbangkan 54.89% dari pendapatan di Tahun 1999, menjadi 36.76% (terjadi
penurunan, sehingga terjadi pergeseran sumber pendapatan utama). Sedangkan untuk
digital media, dari 12.55% penyumbang pendapatan pada tahun 1999, menjadi 19.32%
pada tahun 2009. Terlihat bahwa terjadi peningkatan dari beberapa aspek yang diinginkan
terjadi dalam perubahan, akan tetapi dengan jarak 10 tahun, perubahan yang terjadi tidak
terlalu besar atau signifikan, sehingga bisa dikatakan perubahan yang dilakukan berhasil,
akan tetap efektifitasnya masih belum terasa efeknya.
When Fahey prepared to change NGS, several things were done:
The mission was changed to “to inspire people to care about the planet and its
people”. Inspiring people can be in the form of funding the mission programs
division for research with purposes. The main areas of the program were: climate,
living habitats, planetary lifelines, and human story, language and culture. The
mission program was a valuable and sustainable competitive advantage for NGS.
The Employees’ vision should be aligned with the company vision, which was
“what can we accomplish with NGS”
Diverse background of the human resources was also the indicator to successfully
transform the change to stay relevant with current and future condition
The mission program was not effective when we saw that the potential funding
partnership was from oil exploration company, which had opposite goals with
NGS and potential clashed with the television network and gave a confusion to
International audience.
The enterprise group focused on oversaw travel and travel expeditions for
customers, the licensing and retail business, catalog, e-commerce, and
merchandising
Moreover, GMG concerned eliminating conflicted digital content strategies and
provided integrated content offerings.
Digital media group (website, book and magazines) split among different units.it
considered to be dysfunctional. Then GMG put branded consumer product and
service business units under one umbrella.(effective)
National Geographic Games were created after the success of Hidden Expedition:
Everest and travelogue360:Paris.
Cross-platform events were conducted to plan future publications and NGS
products, in the span time of 12 to 24 months ahead. (effective)
Making the new structure work. Sometimes what is famous on website, was not
working for the magazine publications,
When the crisis hit in 2009, magazines revenues consistently fell. NGM lost 37
people.
Advertising revenue decline in 2009 30-40%
Internet, mobile and gaming channels were growing, NGS did some layoffs and
others (downsizing)
The phase was still challenging, some commented digital was not making that
much money on scale
Poor conflict resolution and marketing decisions- slow decision making , risk-
taking was limited, membership programs were uncoordinated, short-term gains
often came for long-term integrity, staff frustration, higher costs
Solution
Attracting members not subscribers (membership task force team be established
to engage members, generate revenues and unify the message and our audience.
Membership was built to attract people that they belong to the society not only
subscribers. Some members said NGM was a magazine people kept (start to be
effective)
The membership team needed more energy to market the program. The program
included giving experience and national geo website to be their homepage (start to
be effective)
Signing up to be the member by one-click away to choose the program for
memberships
E-commerce should be the support function that serviced all of the society’s
business
Brand not to be diluted
Budget should be for mission programs? Or magazine or digital media
nia.agustini93@gmail.com