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Marketing Information System (MkIS): Synthesis of Survey-based Results and Case Study for Manufacturing SMEs of Punjab*

CASE STUDY, MARKETING MANAGEMENT
ET Cases - GSMC, 10 Pages

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Marketing Information System (MkIS): Synthesis of Survey-based Results and Case Study for Manufacturing SMEs of Punjab

 

Several studies have been conducted to examine the different perspectives, namely, success factors, issues, and requirements for MkIS. “A marketing information  system consists of people, equipment and procedures to gather, sort, analyze, evaluate, and distribute needed, timely and accurate information to marketing decision makers.”1 As per American Marketing Association MkIS is “the systematic gathering, recording and analysing of data about problems relating to the marketing of goods and services”. Developing MkIS model will allow SMEs to provide the best possible deliverable to the customer, even if this means passing part of the deal to a  competitor who specializes in another aspect of the MkIS. Earlier literature on the economy of Punjab highlights not only high growth potential of the start, but even exports are potentially high in Punjab due to the SMEs. Ludhiana, in the state of Punjab produces 95% of India’s woolen hosiery. 85% of sewing machine parts, 60% of  bicycles and its parts and accounts for over half of Punjab’s exports.2 Results of a survey on the small scale manufacturing units located in and around Jalandhar  (Punjab), depicts that small scale industry is witnessing a very difficult time in global market after liberalization and globalization of the economy, as a result competition amongst small scale manufacturers is becoming stiff. Escalating material prices and reducing profit margins have contributed to the problem for small scale  manufacturers.3

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1 Kotler, 2009, Marketing Management, A South Asian Perspective, Pearson Education
2 Girsh, S., Prosanto, P., 2001, Energy Efficiency in Small Scale Industries – An Indian Perspective, available at: http://www.cosmile.org/papers/general_energyefficiencysmallscaleindustriesperspective.PDF (accessed date: October 14, 2012)
3 Garg, R.K., Jain, S., 2008, Impact of Change Management on Competitiveness: A Study on Small Scale Industry in Punjab, Global Journal of Flexible Systems Management, 9[2&3]: 55-60

Teaching Note Preview

Marketing Information System (MkIS): Synthesis of Survey-based Results and Case Study for Manufacturing SMEs of Punjab

 

Synopsis

MkIS is a set of procedures and methods designed to generate, analyze, disseminate, and store anticipated marketing decision information on a regular,  continuous basis. SMEs today constitute a very important segment of the Indian economy and have emerged as a dynamic and vibrant sector of the economy. The major advantage of the sector is its employment potential at low capital cost. MkIS provides correct and timely information, with the aim of supporting SMEs for decision-making purposes. The synthesis is done keeping success factor of Marketing Information System (MkIS) as a dependent variable of the MkIS Model. The independent variables of the study are, MkIS Design Characteristics, Capabilities of MkIS, Primary Characteristics of MkIS, Hindrance Factors of MkIS and Factors underlying MkIS Sophistication. A survey is conducted for 140 selected SMEs of Punjab. Regarding the Nature of Industry in the sample out of total 140 firms there are 30 firms producing Cutting Tools, 50 producing Sports Goods and 60 producing Bicycle Components...............

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Abstract

This case study deals with synthesis of the survey based results for 140 SMEs from the three sectors, i.e., cutting tools, sports goods and bicycle components from Punjab, India and also analysis for six firms of which two firms producing Cutting Tools, two firms producing Sports Goods and two firms producing Bicycle  Components, respectively. The synthesis is done keeping success factor of Marketing Information System (MkIS) as a dependent variable of the MkIS Model. The independent variables of the study are: MkIS Design Characteristics, Capabilities of MkIS, Primary Characteristics of MkIS, Hindrance Factors of MkIS and Factors underlying MkIS Sophistication. It is analysed that Accurate Information and Timely Information are the top priorities amongst the MkIS Design Characteristics. High priority is given to sophisticated analysis of data with an ability to make recommendations as an aid to decision-making and provides valuable decision support  information as the top priorities amongst the Capabilities of MkIS. It is analysed that e-mails along with processed information maintained in the database are the top priorities amongst the Primary Characteristics of MkIS. Further, the belief is that the computerized MkIS can solve all the management problems of planning and control of the business as well as MkIS is conceived as a data processing system and not as an information processing system in the database, which are the top priorities amongst the Hindrance Factors of MkIS. Also, it is analysed that meeting customer needs and threat to new entrants are the top priorities amongst the Factors underlying MkIS Sophistication in the Survey-based Results and Case Study Analysis respectively. At the end, framework of MkIS Model is taken with top two factors of each independent variable of MkIS in three categories namely, cutting tools, sports goods and bicycle components with the analysis of synthesis of the survey based results of 140 SMEs and case study respectively for highlighting the overall scenario of Success of MkIS Model.



Pedagogical Objectives

  • To identify the critical factors for the development of MkIS Model for the selected manufacturing SMEs of Punjab
  • To do synthesis of survey based results and case study for manufacturing SMEs of Punjab
  • To develop a framework of MkIS Model for selected SMEs of Punjab

* GSMC 2014, IIM Raipur

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