The Impact Of Marketing Information System On Managerial Decision Making

ABSTRACT

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. There is need for the management of Coca-Cola Bottling Company Plc Benin to find ways in developing an efficient marketing information system for the improvement and transmission of information and the need for statistical bank to enable management on policy makers to make accurate and timely decision.

CHAPTER ONE

INTRODUCTION

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:

1.      To determine if proper marketing information system affects management decision making.

2.      To determine if the success of the company is as a result of the efficient and effective marketing information system?

3.      To establish if proper marketing information system is based on the overall objective of the organization.

1.4   Research Questions

In an attempt toascertain solution internet in this study, the researcher put forward the following research questions:

i.        Does proper M.I.S. affect management decision making.

ii.       Does the services of the organization depend on the efficient and effective marketing information network.

iii.      Is proper marketing information system base on the overall objective of the organization.

1.5   Hypothesis Formulation

The research work was restricted by the company in order to develop the hypothesis formulation

Hypothesis One

Ho:   There is no significant relationship between proper marketing information systems and management decision making.

Hypothesis Two

Ho:   There is no significant relationship between the success of the company and its efficient and effective marketing information system.

Hypothesis Three

Ho:   There is no significant relationship between proper marketing information system and the overall objective of the organization.

1.6   Scope 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.

1.7   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.

1.8   Limitations of the Study

It cannot be denied that mainly limitations manifested during the course of those research work. However, these problems are not peculiar since they occur in all human endeavours. The research encountered many problems from data collection.

The first problem encountered was time constraints due to the short duration of the semester.

Another problem was that the company set aside would not left you in because of the fear that I might reveal the information to other person aside.

1.9   Operational Definition of Terms

The following terms are defined and explained as they apply to this study.

Marketing: 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.

Distribution: 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.

Management: 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.

Marketing Management: 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.

Managerial decision: 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: 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: 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.

Sales Research: 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

Advertising: This is defined as any paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor.

Marketing Intelligence: 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: Price is a simple offer or an experiment to test the amount that is usually charged for the product that may even be withdraw

Marketing Research: This is an aid to make better decision by proving additional information to a specific marketing problem. It is concern with decision making.

Marketing Concept: It is defined management philosophy that seeks to determine and satisfied customer needs using integrated marketing programmes in order to achieve organization goals.

Selling: It is define as combination of activities which bring preserve to bear on potential customer and include personal selling, advertising, branding and packaging.

Product: Aproduct is a set of tangible attributes including packages, colour, price, manufacturer and relater’s service which the buyer accepts as the offering wants satisfaction

Product Research: 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: Services are those separately identifiable (essentially intangible activities) which are not necessary filed to sale of a product or other activities.

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