Ask Question, Ask an Expert

+1-415-315-9853

info@mywordsolution.com

Ask Marketing Management Expert

Attempt all the problems.

Section-A

problem1) describe the following terms :

a) Distributed decision support systems and marketing information system

b) Functions of decision support system.

problem2) describe the international/multinational/global marketing information system model. Describe different problems inherent in the operation and coordination of a multinational /global marketing information system.

problem3) What is market Analytical system? List and describe different data mining tools and techniques used by this system for supporting marketing decisions.

problem4) “Marketing Intelligent System is not purely a computer-based system. It is a total system that incorporates human processes for interpreting and processing information into intelligence.” Comment on this statement.

Section-B

Case Study: BI Helps Allergan Monitor Sales Data

The 12-year-old Allergan India is the pharmaceutical which specializes in ophthalmic products. A joint venture between Allergan and Nicholas Piramal, Rs 100-crore company offers medication for conjunctivitis, dry eyes and glaucoma and has about 17 percent of Rs 430-crore Indian ophthalmic pharmaceutical market. Like other pharmaceutical business, Allergan knows significance of the extensive downstream strategy. It prides itself on having the largest reach in Indian ophthalmic industry with its network of 10,000 ophthalmologists. Company's primary points of sale are 18 clearing and forwarding agents (CFAs). From there products go to the distributor, and chain goes down a couple of tiers, to the wholesaler, retailer and chemist outlets. Between 900 and 1,200 distributors and about 1.2 lakh small distributors and stockiest constitute secondary sales.

This huge network creates plenty of scope for data inaccuracies. As the company grew, it became increasingly crucial to monitor parameters like DSO (Day Sales Outstanding), that is used to gauge performance of every division and DOH (the Day's On Hand), which is a measure of inventory. It was then that they realized there was the fair amount of inefficiency in the system. That's when we decided to introduce BI tracing the need for RUBIC (Re-usable Business Intelligent Components). The association with Rubik's cube is no accident. The cube represented the two things Allergan wanted from its IT team: a single version or block of truth and multiple sides to look at it.

Which is why like most companies, Allergan, choose to implement BI: to give business more actionable information. But, Allergan also required BI to create a platform that its executives can collectively work off. The year 2006 saw a decision to implement a BI solution that can throw up solutions to this problem. In 14 months, with Mindtree (who had helped build Empower) as their technology partner,

Rajan set up RUBIC. The tool had an SQL 2005 server at the backend and the extraction transformation loading (ETL) tool in the middle. ETL extracts and cleans data then coverts it into the standard format. It then puts data into the local ERP which feeds data warehouse. The warehouse is fed from various transactional level systems. A varietyof analytics, static and dynamic query capabilities were built on this. Reports are available through a presentation layer (on Windows Share Point), and allowed a comprehensive representation of various key business performance indicators.

His solution paid off in a big way. While the rest of the pharmaceutical industry grew between 5 and 6 percent in the last fiscal, Allergan India registered 20 percent growth. Rajan modestly acknowledged that some of that lead is thanks to RUBIC. It also improved company's day sales outstanding (DSO) and its inventory levels. Post-RUBIC, DSO levels dropped by 10 percent and Allergan achieved what few of its pharma peers have managed: it maintains an inventory of less than 20 days. The industry average, says Rajan, is about 45 days.

Figures aside, the biggest advantage RUBIC offers Allergan is the power of informed decision-making. "Earlier, a little bit of guesstimate and a little bit of gut feeling will have seen the decision through. Today, all decisions are data driven," Rajan says.

problem5) Case problems:

a) What are the different sources of data Allergan has? Why we could not use Marketing Information System for analyzing that data?

b) Describe how business warehouse can look at data from various dimensions, and generate as many reports as we want. Give an ex to support your answer.

c) What kind of various mining techniques could be used by Allergan to analyze sales data and what type of strategic decisions they could make.

Marketing Management, Management Studies

  • Category:- Marketing Management
  • Reference No.:- M93511

Have any Question? 


Related Questions in Marketing Management

Select one of your favorite companies and discuss how it

Select one of your favorite companies and discuss how it uses social media. Identify the social media networks the company uses (e.g., Facebook, Instagram, Twitter, LinkedIn, Pinterest, etc.) Which marketing strategies d ...

Step 1nbspidentify a product line that has a range of

Step 1   Identify a product line that has a range of options at different prices .  An product line means that one company will sell related products using a single brand name. Good examples include hair care products, a ...

Research paperfor this assignment read the case study

Research Paper For this assignment, read the case study, "Sonance," on pages 563-578 of your textbook. You will compile a comprehensive case study analysis based upon this case. This involves a critical review of the com ...

Assessment task situation analysisthis task represents the

Assessment Task: Situation Analysis This task represents the first of two linked tasks examining your organisation's current situation and subsequently leading to the creation of a marketing plan for Assessment Task 2. I ...

Social marketingrecommend at least one 1 way a business

Social Marketing Recommend at least one (1) way a business with which you are familiar could use social media / buzz marketing to increase sales and awareness (e.g., social media awareness) of your products. Give your op ...

International marketingread the articles below and in a

International Marketing Read the articles below and in a well crafted essay, not to exceed 3 pages, address the following questions. I need this assignment in 20 hours. It is 3 pages assignment QUESTIONS: 1. Why is Proct ...

Why is heterogeneity particularly important to credit card

Why is heterogeneity particularly important to credit card customers?

Heres where you bring your plan to life through

Here's where you bring your plan to life through visualization. For this assignment, create one visual example for a promotion (example- flyer, billboard, or print ad). Be sure to create a digital example. Be sure to con ...

Creating a campus it infrastructureyou have been assigned

CREATING A CAMPUS IT INFRASTRUCTURE You have been assigned the role of student IT infrastructure manager. Your first assignment is to approve the designs for the new on-campus Internet infrastructure. You're having a mee ...

Discussionpart 1 please respond the following question no

Discussion Part 1 please respond the following question no less then 350 words (original work, no plagiarism, 1 reference "market-based evaluation method" please respond to the following: • Create an argument supporting ...

  • 4,153,160 Questions Asked
  • 13,132 Experts
  • 2,558,936 Questions Answered

Ask Experts for help!!

Looking for Assignment Help?

Start excelling in your Courses, Get help with Assignment

Write us your full requirement for evaluation and you will receive response within 20 minutes turnaround time.

Ask Now Help with Problems, Get a Best Answer

WalMart Identification of theory and critical discussion

Drawing on the prescribed text and/or relevant academic literature, produce a paper which discusses the nature of group

Section onea in an atwood machine suppose two objects of

SECTION ONE (a) In an Atwood Machine, suppose two objects of unequal mass are hung vertically over a frictionless

Part 1you work in hr for a company that operates a factory

Part 1: You work in HR for a company that operates a factory manufacturing fiberglass. There are several hundred empl

Details on advanced accounting paperthis paper is intended

DETAILS ON ADVANCED ACCOUNTING PAPER This paper is intended for students to apply the theoretical knowledge around ac

Create a provider database and related reports and queries

Create a provider database and related reports and queries to capture contact information for potential PC component pro