Business Strategy Evaluation and Proposal.


(“Thomson Financial Worldwide” 15) Currently the company has weathered the past years of financial instability in the markets and now needs a aggressively market itself with new trends and outcomes of this market. The sustainability trend is now a permanent component of any corporation and the NASDAQ-OMX Group now needs to align itself with that element.

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The NASDAQ-OMX Group had run a series of soft-sell ads that helped it enter into an environmentally friendly stance as well as associate it with the companies that have a green intitiatve and are also members of their exchange. The ad campaign was run in 2008 and consisted of several 15-second TV spots that aired on broadcast and Cable channels. While having the twin benefit of supporting the companies it does business with, the actual impact of the ads for either partner was minimal. The ads themselves were both short and somewhat esoteric so that the viewer may not only have missed the companies associated with it but completely misunderstood the message intended. They have also marketed the NASDAQ OMX CRD Global Sustainability 50 Index which is one of the more green initiatives in the stock markets at the moment. The campaign would have worked better with more direct association.

During the past two years the economic crisis has been felt by all sectors, but especially in the financial reporting and indices markets. However, while 2008 was a critical year your company certainly held its own and showed less of a percentage downturn than most other reporting indices. The following graph illustrates a stable stock price from October 2008 to January 2010.

This is the indication of an extremely stable company that had pulled in the reigns and was able to get through the storm. However, as you can see by the following chart showing net profit for the past four years, the boom in 2007 has tapered off to a holding pattern in 2008 and 2009.

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