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
