The Impact Of Marketing Information System On Managerial Decision Making
This project looks at the impact of marketing information system on decision making in an organization, case study of Coca-Cola Plc Benin City. The research highlights the need for the company to efficiently and effectively manager it’s information network adequately for the overall profitability of the firms. The researcher adopted experimental survey research method where the questionnaire was used to source for primary information or data for the study. The simple percentage was used for the analyses of the biodata while the chi-square was used for testing the hypotheses. Base on the findings, the degree of marketing information is low; the company should over-haut it’s information at its disposal to enable proper control of its numerous activities and marketing functions.
1.1 Background to the Study
The Coca-Cola Company is the world number one maker of soft drink, the firms in the world has been credited to proficiency in these four basic areas! Consumer marketing, infrastructural, production and distribution of product packaging and customer or vendor marketing.
The investor of Coca-cola Dr. John Slyth Pemberton came to Atlanta from Columbus, Georgia in 1968, in 1886 he concocted or makes a mixture of Sugar water Coca leaf and the Kola nut; he added caffeine to the resulting syrup so that it could be marketed. Through his research Pemberton arrival at the conclusion that all the medication was capable of relieving indigestion and exhaustion in addition to being refreshing. According to the history of coca-cola pat waters cited a coca- cola from 1887 which stated that the drink “makes not only a delicious and invigorating – but a valuable brain tonic and a cure for all nervous affection”. The label also claimed that the peculiar flavor of coca-cola delights every Palater, it is dispensed from the social fountain in the same manner as any fruit syrup.
Going through the analysis and history of both organizations it is relevant to not that marketing has been existence since the time of immemorial to this end, information also existed. The only difference with the present day situation is that they are not organized. Marketing information system has been death with by various scholars in the past.
A marketing information system (MIS) can be defined as a system in which marketing information as formally gathered, stored, analyzed and distributed to managers in accordance with their information needs on a regular basis (Jobber, 2007), he explained that marketing information system is a computer based system intended for use by particular marketing personnel at any functional level for the purpose of solving problems that related to marketing of a firms products (goods and services)
The system crates through an understanding of the information needs to the marketing management it is available to supply information when, what, and how the manager require it. Data is taken from marketing environment and transferred into the information that the marketing manager can use in their decision making process. Armstrong (2008) defined marketing information system as people equipment and distributes needed timely and accurate information to marketing decision makers
The MIS begins and with information users marketing manager. Internal and external partners and other who need marketing information first interact with those information users to asses information needs next, it also interact with the marketing environment to develop the needed information through internal company data base, marketing intelligence activities and marketing research
Finally, the MIS helps the user to analyze the information to develop customer insights by making decision able to manager customer’s relationship.
1.2 Statement of the Research Problems
Presently the soft drinkindustry is faced with avery massive competition amongst itself for the attention and patronage of which coca-cola Nigeria limited is not an exception. To achieve the statement of the problems it would be necessary statement pertaining to the marketing information needed by the company to improve its operation. This study is up to the findings out the extent to which coca-cola Nigeria Bottling company has succeeded in influencing its decision making process of this management
1.3 Objectives of the Study
As earlier indicated Coca-Cola Nigeria Plc is the focus of the study from which relevant data will be obtained to achieve some specific purpose are:
- To determine if proper marketing information system affects management decision making.
- To determine if the success of the company is as a result of the efficient and effective marketing information system?
- To establish if proper marketing information system is based on the overall objective of the organization.
1.4 Hypothesis Formulation
The research work was restricted by the company in order to develop the hypothesis formulation
- Ho: There is no significant relationship between proper marketing information systems and management decision making.
- Ho: There is significant relationship between proper marketing information systems and management decision making
- Ho: There is no significant relationship between the success of the company and its efficient and effective marketing information system.
- Ho: There is significant relationship between the success of the company and its efficient and effective marketing information system
1.5 Significance of the Study
The justification for the project is aimed at benefiting the marketing manager in particular and all the stakeholders that use data from the marketing information system. We also see how marketers gain insight about consumers and the marketplace and how organization develop manage information about marketing information system such as customers, competitors products, and marketing programmes. This project also aimed at organization knowing that today’s marketplace maintenance of marketing information can be turned into fresh customer’s insight that will help them deliver greater values to customers.
1.6 Scope and Limitation of the Study
The research work is limited to Edo State and particularly Benin City where Coca-cola is located. The study was taken because of the scene and the complaints of the company’s products and to know if the information is reaching the appropriate authority and how effective decision can solve those problems to enable coca-cola maintain its lead in the soft drink business in the world. Areas contained in the study are limited to the targets of marketing and its function as its effects the internal and external operation of the company. The researcher encounters some constrain which limited the scope of the study;
a) Availability of Research Material:
The research material available to the researcher is insufficient, thereby limiting the study
The time frame allocated to the study does not enhance wider coverage as the researcher has to combine other academic activities and examinations with the study
1.9 Operational Definition of Terms
The following terms are defined and explained as they apply to this study.
The American marketing association defined marketing as the performance of business activities that direct one flow of goods and services from one procedure to the consumer or end-user.
Marketing Information System:
This is defined as the continuing and interacting structure of people, equipment, timely and accurate information for use by marketing decision makers to improve their marketing planning, execution and control.
This is an operation which brings manufacture goods into the hands of final consumer. The objective of the distribution system is to make production output with market demand by holding goods and delivery them where they are needed.
This is seen as a process or a function as well as the people who discharge it, a social position and authority and also a discipline and field of study. Management is taken as a discipline and also as people. Management is concerned with being responsible for the attainment of objective taking place within a structural organization and with prescribes roles.
This is defined as the analysis planning, implementation and control of program to create, build and maintain beneficial exchange and relationship with targets market for the purpose of achieving organizational objectives. This consists of an activity that has to do with implementing the marketing concepts.
This is defined as the making up of mind on the course of action and opportunities by the manager depending on the information given in an organization.
Marketing decision is based on probabilities and not certainties and to the extent that contain event occur, so that the plan may be valid, but if unforeseen development takes place then alternative course are already planned to meet the new situation.
Research is the manipulation of ideas, concept, variable, situation and symbols to emphasize evidence and other phenomenon in order to arrived at generalization and conclusion that constitute theory in future.
This is through examination of the company’s selling activities. This is carried out by means of sales outlet or sales territories analysis so that direct comparism can be made with public data
This is defined as any paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor.
This consist of procedure used by the company to keep facing the same way in their development in their environment and disseminate them to the proper executive, it includes all data gartered as a basis for marketing decision.
Price is a simple offer or an experiment to test the amount that is usually charged for the product that may even be withdraw
This is an aid to make better decision by proving additional information to a specific marketing problem. It is concern with decision making.
It is defined management philosophy that seeks to determine and satisfied customer needs using integrated marketing programmes in order to achieve organization goals.
It is define as combination of activities which bring preserve to bear on potential customer and include personal selling, advertising, branding and packaging.
A product is a set of tangible attributes including packages, colour, price, manufacturer and relater’s service which the buyer accepts as the offering wants satisfaction
This is concerned with all research that deals with product and their packaging relative to improving that which are presently offered and planning and developing new products.
Services are those separately identifiable (essentially intangible activities) which are not necessary filed to sale of a product or other activities.
Summary, Conclusion and Recommendation
It is important to ascertain that the objective of this study was to ascertain the impact of marketing information system on managerial decision making. In the preceding chapter, the relevant data collected for this study were presented, critically analyzed and appropriate interpretation given. In this chapter, certain recommendations made which in the opinion of the researcher will be of benefits in addressing the challenges of marketing information system on managerial decision making
This study was on the impact of marketing information system on managerial decision making. Three objectives were raised which included: To determine if proper marketing information system affects management decision making, to determine if the success of the company is as a result of the efficient and effective marketing information system, to establish if proper marketing information system is based on the overall objective of the organization. In line with these objectives, two research hypotheses were formulated and two null hypotheses were posited. The total population for the study is 200 staff of coca cola company plc, Benin, Edo state. The researcher used questionnaires as the instrument for the data collection. Descriptive Survey research design was adopted for this study. A total of 133 respondents made HRMs, production managers, senior staff and junior staff were used for the study. The data collected were presented in tables and analyzed using simple percentages and frequencies
Business organizations should develop and continue to apply culture of information gathering and utilization when making marketing decision. The importance of correct, accurate and relevant information in efficient and effective marketing decision cannot be overemphasized in the modern globalization era. Every organization should utilize modern information, communication and technologies as part of production inputs especially in matters concerning marketing decision. The marketing decisions drawn and based on information, communication and technologies can be easy ways of reaching potential and existing customers in a rapid method.
The study recommends improvement, acquisition and utilization of both experts and modern information processing machines. It is such that, output and outcome when validated and reliable can be used for marketing decisions.
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