Effect of Marketing Management Support System on Organizations’ Decision Making; A Case of the Nigerian Bottling Company Iddo House, Lagos State
Chapter One
Objective of the study
The objectives of the study are;
- To ascertain the relationship between marketing management support system and organizational decision making
- To ascertain the effect of marketing management support system and organizational performance
- To ascertain the aid of marketing management support system on manager decision making
- To ascertain roles managers play and how marketing information systems can support them in these roles.
CHAPTER TWO
REVIEW OF RELATED LITERATURE
introduction
In the marketing literature several articles can be found that more or less illustrate the use and impact of marketing decision systems. An often cited article is Moriarty and Swartz (1989) that gives examples of how automation is used to support marketing and sales and of the (substantial) effects of these systems Whereas Moriarty and Swartz’s examples are mostly in the area of . business to-business marketing, Eisenhardt (1990) shows how consumer product companies use -marketing decision support systems and claim to obtain (fabulous) pay out ratios for their -investments in these systems. However, there is very limited systematical knowledge about the actual adoption of and satisfaction with marketing decision support systems in companies and little insight in the factors (company factors, marketing factors, personal factors) that affect adoption and satisfaction
Evolution Of Mmss
When we think about the essence of marketing management support systems, an important observation seems to be that such systems offer their contribution through a combination of a set of components and that different types of marketing management support systems can be distinguished because they emphasize different components. The basic components are indicated in Figure I. All MMSS make use of information technology (IT) in the form of hardware (computers, PC’s, input-output devices etc.) and software (database management systems, spreadsheets, windows etc.). Secondly, an MMSS can have analytical capabilities available in the form of statistical packages to analyze marketing data, estimation procedures to estimate parameters, marketing models (e.g. response functions for marketing-mix instruments) and optimization and simulation procedures.In the third place we have marketing data: quantitative information about marketing variables like sales, market shares, prices, own marketing-mix expenditures, competitors’ marketing-mix expenditures, distribution figures etc. The fourth component is marketing knowledge. This refers to qualitative knowledge a marketer can have about his brands and markets, for example about the suitability of specific marketing actions (e.g. sales promotions) in specific circumstances, the way consumers will react to specific types of advertising, the attributes that consumers find important in a product, the marketing strategies of competitors, etc. This qualitative knowledge is the result of experience and intuition. The four components model of an MMSS depicted in
Role Of Mis In Improving Decision Making
Decision making is an integral part of any business. This is because a majority of operations in an organization revolve around decisions made by the management and other key stakeholders in the organization. And in order for decision to be made adequately, it is vital for there to be a good information system since decisions are based on information available. Organizations must ensure that they have a good management information system . As a notable general observation, a good MIS ensures good decision making just in the same way bad MIS propel the making of bad decisions. The quality of managerial decision-making depends directly on the quality of available information” and the managers should therefore cultivate an environment that encourages the growth and viable sprouting of quality information. Essentially, before deciding on which MIS strategy to use, it is vital to ensure that the choice made is fully compatible with our current system. This will not only help in avoiding erratic choices but it will also save the time and money that would have been otherwise wasted by that person. As a key consideration, Management Information Systems is a highly complex and delicate arena that calls for a lot of caution to be taken by its managers. It is for this reason that it is recommendable for organizations to ensure that they carefully select the individuals who are placed to control the systems. The more cautious and professional a person is, the better the person gets an assurance of positive prospects of in MIS with regards to decision making and other related areas of business
MIS normally lays a firm foundation for the establishment of concrete decisions through its systematic tools, timely information and adequate managerial policies and regulations.
CHAPTER THREE
RESEARCH METHODOLOGY
Research design
The researcher used descriptive research survey design in building up this project work the choice of this research design was considered appropriate because of its advantages of identifying attributes of a large population from a group of individuals. The design was suitable for the study as the study sought to Effect of Marketing management support system on organizations’ decision making. A case of The Nigerian bottling company iddo house, Lagos State.
Sources of data collection
Data were collected from two main sources namely:
(i)Primary source and
(ii)Secondary source
Primary source:
These are materials of statistical investigation which were collected by the research for a particular purpose. They can be obtained through a survey, observation questionnaire or as experiment; the researcher has adopted the questionnaire method for this study.
Secondary source:
These are data from textbook Journal handset etc. they arise as byproducts of the same other purposes. Example administration, various other unpublished works and write ups were also used.
Population of the study
Population of a study is a group of persons or aggregate items, things the researcher is interested in getting information on the study Effect of Marketing management support system on organizations’ decision making.. 200 staff Nigerian bottling company iddo house, Lagos State was selected randomly by the researcher as the population of the study.
CHAPTER FOUR
PRESENTATION ANALYSIS INTERPRETATION OF DATA
Introduction
Efforts will be made at this stage to present, analyze and interpret the data collected during the field survey. This presentation will be based on the responses from the completed questionnaires. The result of this exercise will be summarized in tabular forms for easy references and analysis. It will also show answers to questions relating to the research questions for this research study. The researcher employed simple percentage in the analysis.
CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATION
Introduction
It is important to ascertain that the objective of this study was to ascertain Effect of Marketing management support system on organizations’ decision making. A case of The Nigerian bottling company iddo house, Lagos State 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 management support system on organizations’ decision making.
Summary
This study was on Effect of Marketing management support system on organizations’ decision making. A case of The Nigerian bottling company iddo house, Lagos State. Four objectives were raised which included To ascertain the relationship between marketing management support system and organizational decision making, to ascertain the effect of marketing management support system and organizational performance, to ascertain the aid of marketing management support system on manager decision making and to ascertain roles managers play and how marketing information systems can support them in these roles. 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 Nigerian bottling company iddo house, Lagos State was selected randomly. 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 up managers, human resource managers, senior staff and junior staff was used for the study. The data collected were presented in tables and analyzed using simple percentages and frequencies.
Conclusion
This study focuses on Effect of Marketing management support system on organizations’ decision making and its tools that are meant to support a marketing decision maker Principally, it is inherent to note that in spite of the fact that this paper is expressively analytical, more research needs to be done in order to bring more information into public knowhow. Moreover, business owners must learn to cope up with the ever changing trends in MSS and decision making, without which it will be very challenging to make positive progress in decision making. Finally, it is vital to remember that improvement in decision making is fundamentally meant to ensure customer satisfaction while businesses continue to flourish in success. All MSS strategies should therefore be tailored in a way that the above business goals are achieved.
Recommendation
Business owners must learn to cope up with the ever changing trends in MSS and decision making, without which it will be very challenging to make positive progress in decision making.
References
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