ABSTRACT
This project
looks at the impact of marketing information system on decision making in an
organization, case study of Coca-Cola Plc Benin City. The research highlights
the need for the company to efficiently and effectively manager it’s
information network adequately for the overall profitability of the firms. The
researcher adopted experimental survey research method where the questionnaire
was used to source for primary information or data for the study. The simple
percentage was used for the analyses of the biodata while the chi-square was
used for testing the hypotheses. Base on the findings, the degree of marketing
information is low; the company should over-haut it’s information at its
disposal to enable proper control of its numerous activities and marketing
functions. There is need for the management of Coca-Cola Bottling Company Plc
Benin to find ways in developing an efficient marketing information system for
the improvement and transmission of information and the need for statistical
bank to enable management on policy makers to make accurate and timely
decision.
TABLE
OF CONTENTS
Title
Page
Certification
Dedication
Acknowledgement
Abstract
Table
of Contents
Chapter
One: Introduction
1.1 Background to the Study
1.2 Statement of the Research Problem
1.3 Objectives
of Study
1.4 Research Questions
1.5 Statement of the Hypotheses
1.6
Scope of the Study
1.7
Significance of the Study
1.8
Limitations of the Study
1.9 Operational Definition of Terms
Chapter
Two: Literature Review
2.1
Introduction
2.2 The Review
2.2.1 The Concept of Marketing Information System
2.2.2
Assessing Marketing Information
2.2.3 Developing Marketing Information
2.2.4
What is Marketing?
2.2.5 Customers
Relationship Management (CRM)
2.2.6 Distribution and using marketing information
2.3
Summary of the chapter
Chapter
Three: Research Method
3.1
Introduction
3.2
Research Design
3.3
Population of the Study
3.4
Sample/Sampling Procedures
3.5 Instrument
of Data Collection
3.6
Method of Data Collection
3.7
Method of Data Analysis
Chapter
Four: Data Presentation, Analysis and Interpretation
4.1 Introduction
4.2
Presentation of Data/Analysis
4.3
Analysis of Data
4.4
Test of Hypothesis
4.5 Discussion
of Findings
Chapter
Five: Summary, Conclusion and Recommendations
5.1 Introduction
5.2 Summary
5.3 Conclusion
5.4
Recommendations
References
Appendices
CHAPTER ONE
INTRODUCTION
1.1 Background to the Study
The
Coca-Cola Company is the world number one maker of soft drink, the firms in the
world has been credited to proficiency in these four basic areas! Consumer
marketing, infrastructural, production and distribution of product packaging
and customer or vendor marketing.
The
investor of Coca-cola Dr. John Slyth Pemberton came to Atlanta from Columbus,
Georgia in 1968, in 1886 he concocted or makes a mixture of Sugar water Coca
leaf and the Kola nut; he added caffeine to the resulting syrup so that it
could be marketed. Through his research Pemberton arrival at the conclusion
that all the medication was capable of relieving indigestion and exhaustion in
addition to being refreshing. According to the history of coca-cola pat waters
cited a coca- cola from 1887 which stated that the drink “makes not only a
delicious and invigorating – but a valuable brain tonic and a cure for all
nervous affection”. The label also claimed that the peculiar flavor of
coca-cola delights every Palater, it is dispensed from the social fountain in
the same manner as any fruit syrup.
Going
through the analysis and history of both organizations it is relevant to not
that marketing has been existence since the time of immemorial to this end,
information also existed. The only difference with the present day situation is
that they are not organized. Marketing information system has been death with
by various scholars in the past.
A
marketing information system (MIS) can be defined as a system in which
marketing information as formally gathered, stored, analyzed and distributed to
managers in accordance with their information needs on a regular basis (Jobber,
2007), he explained that marketing information system is a computer based
system intended for use by particular marketing personnel at any functional
level for the purpose of solving problems that related to marketing of a firms
products (goods and services)
The
system crates through an understanding of the information needs to the
marketing management it is available to supply information when, what, and how
the manager require it. Data is taken from marketing environment and
transferred into the information that the marketing manager can use in their
decision making process. Armstrong (2008) defined marketing information system
as people equipment and distributes needed timely and accurate information to
marketing decision makers
The
MIS begins and with information users marketing manager. Internal and external
partners and other who need marketing information first interact with those
information users to asses information needs next, it also interact with the
marketing environment to develop the needed information through internal
company data base, marketing intelligence activities and marketing research
Finally,
the MIS helps the user to analyze the information to develop customer insights
by making decision able to manager customer’s relationship.
1.2
Statement of the Research Problems
Presently
the soft drink industry
is faced with a very
massive competition amongst itself for the attention and patronage of which
coca-cola Nigeria limited is not an exception. To achieve the statement of the
problems it would be necessary statement pertaining to the marketing
information needed by the company to improve its operation. This study is up to
the findings out the extent to which coca-cola Nigeria Bottling company has
succeeded in influencing its decision making process of this management
1.3
Objectives of the Study
As
earlier indicated Coca-Cola Nigeria Plc is the focus of the study from which
relevant data will be obtained to achieve some specific purpose are:
1.
To determine if proper marketing
information system affects management decision making.
2.
To determine if the success of the
company is as a result of the efficient and effective marketing information
system?
3.
To establish if proper marketing
information system is based on the overall objective of the organization.
1.4
Research Questions
In an attempt to ascertain
solution internet in this study, the researcher put forward the following
research questions:
i.
Does proper M.I.S. affect
management decision making.
ii.
Does the services of the
organization depend on the efficient and effective marketing information
network.
iii.
Is proper marketing information
system base on the overall objective of the organization.
1.5 Hypothesis Formulation
The
research work was restricted by the company in order to develop the hypothesis
formulation
Hypothesis
One
Ho: There is no significant relationship
between proper marketing information systems and management decision making.
Hypothesis
Two
Ho: There is no significant relationship
between the success of the company and its efficient and effective marketing
information system.
Hypothesis
Three
Ho: There is no significant relationship
between proper marketing information system and the overall objective of the
organization.
1.6 Scope of the Study
The
research work is limited to Edo State and particularly Benin City where
Coca-cola is located. The study was taken because of the scene and the
complaints of the company’s products and to know if the information is reaching
the appropriate authority and how effective decision can solve those problems
to enable coca-cola maintain its lead in the soft drink business in the world.
Areas contained in the study are limited to the targets of marketing and its
function as its effects the internal and external operation of the company.
1.7 Significance of the Study
The
justification for the project is aimed at benefiting the marketing manager in
particular and all the stakeholders that use data from the marketing
information system. We also see how marketers gain insight about consumers and
the marketplace and how organization develop manage information about marketing
information system such as customers, competitors products, and marketing
programmes. This project also aimed at organization knowing that today’s
marketplace maintenance of marketing information can be turned into fresh
customer’s insight that will help them deliver greater values to customers.
1.8
Limitations of the Study
It
cannot be denied that mainly limitations manifested during the course of those
research work. However, these problems are not peculiar since they occur in all
human endeavours. The research encountered many problems from data collection.
The
first problem encountered was time constraints due to the short duration of the
semester.
Another
problem was that the company set aside would not left you in because of the
fear that I might reveal the information to other person aside.
1.9
Operational Definition of Terms
The
following terms are defined and explained as they apply to this study.
Marketing:
The
American marketing association defined marketing as the performance of business
activities that direct one flow of goods and services from one procedure to the
consumer or end-user.
Marketing
Information System: This is defined as the continuing and interacting
structure of people, equipment, timely and accurate information for use by
marketing decision makers to improve their marketing planning, execution and
control.
Distribution:
This is an operation which brings manufacture goods into the hands of final
consumer. The objective of the distribution system is to make production output
with market demand by holding goods and delivery them where they are needed.
Management:
This is seen as a process or a function as well as the people who discharge it,
a social position and authority and also a discipline and field of study. Management
is taken as a discipline and also as people. Management is concerned with being
responsible for the attainment of objective taking place within a structural
organization and with prescribes roles.
Marketing
Management: This is defined as the analysis
planning, implementation and control of program to create, build and maintain
beneficial exchange and relationship with targets market for the purpose of
achieving organizational objectives. This consists of an activity that has to
do with implementing the marketing concepts.
Managerial
decision: This is defined as the making up of mind on the
course of action and opportunities by the manager depending on the information
given in an organization.
Marketing
Decision: Marketing decision is based on probabilities and not
certainties and to the extent that contain event occur, so that the plan may be
valid, but if unforeseen development takes place then alternative course are
already planned to meet the new situation.
Research:
Research
is the manipulation of ideas, concept, variable, situation and symbols to emphasize
evidence and other phenomenon in order to arrived at generalization and conclusion
that constitute theory in future.
Sales
Research: This is through examination of the company’s
selling activities. This is carried out by means of sales outlet or sales territories
analysis so that direct comparism can be made with public data
Advertising:
This is defined as any paid form of non-personal presentation and promotion of
ideas, goods or services by an identified sponsor.
Marketing
Intelligence: This consist of procedure used by the
company to keep facing the same way in their development in their environment
and disseminate them to the proper executive, it includes all data gartered as
a basis for marketing decision.
Price:
Price
is a simple offer or an experiment to test the amount that is usually charged for
the product that may even be withdraw
Marketing
Research: This is an aid to make better decision by proving
additional information to a specific marketing problem. It is concern with
decision making.
Marketing
Concept: It is defined management philosophy that seeks to
determine and satisfied customer needs using integrated marketing programmes in
order to achieve organization goals.
Selling: It is define as combination of activities which
bring preserve to bear on potential customer and include personal selling,
advertising, branding and packaging.
Product: A product
is a set of tangible attributes including packages, colour, price, manufacturer
and relater’s service which the buyer accepts as the offering wants
satisfaction
Product Research: This is concerned with all research that deals with
product and their packaging relative to improving that which are presently
offered and planning and developing new products.
Services: Services
are those separately identifiable (essentially intangible activities) which are
not necessary filed to sale of a product or other activities
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