Give a Pattern for Designing Marketing Information System (MkIS) in Tehran Pegah Milk Factories

Subject Areas : Jounal of Marketing Management

H.  Mehrani ¹ (استادیار، عضو هیات علمی دانشگاه عالی دفاع ملی)
A.  Sarafizadeh ² (استادیار، عضو هیات علمی دانشگاه آزاد اسلامی، واحد تهران مرکزی)
F.  Hafthangi ³ (دانش آموخته کارشناسی ارشد مدیریت بازرگانی (گرایش بازاریابی)، دانشگاه آزاد اسلامی واحد علوم و تحقیقات تهران)

Received: 2014-05-25 Accepted : 2014-05-25 Published : 2006-11-22

Keywords: marketing, information system, Model, Marketing information system, Tehran Pegah Dairy Complex, MkIS,

Abstract :

Quick changes in marketing medium make it more and more necessary for companies to monitor the environment. In fact more competitive conditions would make it necessary for companies to obtain and process the information. To get more and correct information about inside and outside, companies should use modern technologies and information systems. Marketing information management by technology tools is one of the main and major procedures for applying effective marketing. mar Marketing information systems (MkIS) would help managers through collecting and distribution of marketing information for better and quicker decision making and would led to improvement of efficiency inside the company. In fact MkIS is a supportive system for marketing managers while making any decision. In producing industries especially diary industries, for redundancy of information related to domestic and international markets, competitors and customers and manufactured products, senior and marketing managers need on time, comprehensive and correct information for quick and better decision making proportional to the market conditions and environmental events. As one of the objectives for MkIS is to collect such information, it is necessary for such industries to be equipped with such a comprehensive system. So, this paper is trying to give a correct pattern for designing marketing information system in Tehran Pegah Milk Factories in order to facilitate the process of decision making for senior and marketing managers of this complex. To this end recognition of major information sources, determination of required information for data collection from these sources, finding the new capabilities created in marketing decision making by applying such procedures would be the main objective in this research. Relying on theoretical basis and principals and using experts and managers’ view points in this company, the suitable conceptual model of this research work (Kotler Model) was extracted. This model would show certain parts, determination and evaluation of the required information, collection of information from domestic record of the company, marketing news, marketing researches, decision making supportive system and finally distribution of information. As the view points from relative authorities of Pegah Milk Company in the fields of commercial affairs, marketing, sales and market research are considered for drawing the final pattern for such a system, we discovered information needs and accessible sources for such information through interviews with experts in these sections. Then for testing the results and to determine the relative priorities in terms of the importance of any one, a questionnaire was designed and sent to all relative commercial, marketing, sale and market research authorities of Pegah Milk Company, consisted from such information needs, accessible sources and potentials from using marketing information system. This questionnaire was analyzed in this research as a means of data collection in this research. To analyze data the importance index was used to show the importance of any sources of information needs and statistical clustering analysis was used for their classification with the following results: Determination of the critical sources of the company including domestic and outsourcing, requirement of marketing information of the company and recognizing the potentials created in marketing decision making process for using such marketing information system. Results from the current research are given as a basis for designing the marketing information system of Tehran Pegah Milk Company.