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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
AUTHOR(S) : Dr.Rahul Hakhu, Dr.(Ms) Ravi Kiran, and Dr.D.P.Goyal

Case Preview

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.” 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. 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................................

Design Characteristics of MkIS (DC):

Design Characteristics deals with information.

Design Characteristics cover the following:
i. Broad Scope Information
ii. Timely Information
iii. Accurate Information
iv. .............

Capabilities of MkIS (CA)

The broad capabilities of MkIS range from providing data to decision support system for sophisticated analysis of data. These capabilities are highlighted as:
i. It simply provides data on which decisions are made
ii. It has the capability to undertake simple analysis of the data and from this provides information on which decisions are made
iii. ...............

Primary Characteristics of MkIS (PC)

The priorities of MkIS deals with the evolution of basic functions

Primary characteristic covers:
i. Operating System
ii. Internet Applications
iii. ................

Hindrance Factors of MkIS (HF)

For success of MkIS it is essential to identify the factors that can deter its progress. It is essential to deal with them properly, so that they cannot act as impediment. Tackling hindrance factors of MkIS is in fact very important. Infact, system implementation success factors is not just use of Technology. It implies much more. Resistance can be the result of the interaction between characteristics of the people being asked to adopt the system and characteristics of the system itself.

The hindrance factors covered in the study are:

...................

MkIS Sophistication (SO)

Superiority of the SMEs is to have a proper outlook in the ever changing marketing trends.

MkIS Sophistication in the study are:
i. Strategic Perspective
ii. Meeting Customer Needs
iii. Threat of new entrants
iv. ..........

MkIS Design Characteristics

According to survey based results for MkIS Design Characteristics for the three sectors, i.e., cutting tools, sports goods and bicycle components have given high priority to Accurate Information; followed by the Timely Information. Thus in terms of design characteristics of MkIS, the above two are considered extremely important..........

Capabilities of MkIS

Survey result highlights that in terms of Capabilities of MkIS, respondents of all three sectors, i.e., cutting tools, sports goods and bicycle components have accorded high priority to sophisticated analysis of data which has an ability to make recommendations as an aid to decision making; followed by that it provides sophisticated analysis of data.............

Primary Characteristics of MkIS

In Primary Characteristics of MkIS, survey based analysis indicates the operating system has higher preference, Email as an Internet has been accorded greater usage and Word as an application found preference in all the three sectors. Also processed information maintained in the database (for example, sales forecasts, market share, distribution trend, etc.) has a good preference amongst all the sectors...........

Hindrance Factors of MkIS

There has been a consensus regarding the first two critical hindrance factors on the basis of Survey based results and Case study analysis and these two factors are that the computerized MkIS can solve.............

MkIS Sophistication

In terms of Survey based results for MkIS Sophistication in three sectors, i.e., cutting tools, sports goods and bicycle components, highest priority has been accorded to meeting customer needs. The next prioritized factor is threat to new entrants. Thus in terms MkIS Sophistication, the above two are considered extremely important. Case Study analysis also highlights the same results............

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...........

Assignment Questions

I. With what purpose manufacturing SMEs of Punjab are aiming continuously at MkIS?
ii. ...........

Exhibits

Exhibit I: MkIS (Marketing Information System) Regression Model

Exhibit II: Marketing Information System Model

Exhibit III: Results of Regression

Exhibit IV: Sector-wise SMEs for Survey-based and Case Study

Exhibit V: Factor-wise Mean Score for Survey-based and Case Study

Exhibit VI: Synthesis of Marketing Information System for SMEs

Exhibit VII: Framework of Marketing Information System Model for SMEs

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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