GSMC 2014

Global Summit on
Management Cases

MARKETING INFORMATION SYSTEM (MKIS): SYNTHESIS

OF SURVEY-BASED RESULTS AND CASE STUDY FOR
MANUFACTURING SMES OF PUNJAB*
ABSTRACT
This case study deals with synthesis of the survey based results for 140 SMEs from the three sectors, i.e.,
cutting tools, sports goods and bicycle components from Punjab, India and also analysis for six firms of
which two firms producing Cutting Tools, two firms producing Sports Goods and two firms producing
Bicycle Components, respectively. The synthesis is done keeping success factor of Marketing Information
System (MkIS) as a dependent variable of the MkIS Model. The independent variables of the study are:
MkIS Design Characteristics, Capabilities of MkIS, Primary Characteristics of MkIS, Hindrance Factors of
MkIS and Factors underlying MkIS Sophistication. It is analysed that Accurate Information and Timely
Information are the top priorities amongst the MkIS Design Characteristics. High priority is given to
sophisticated analysis of data with an ability to make recommendations as an aid to decision-making and
provides valuable decision support information as the top priorities amongst the Capabilities of MkIS. It is
analysed that e-mails along with processed information maintained in the database are the top priorities
amongst the Primary Characteristics of MkIS. Further, the belief is that the computerized MkIS can solve
all the management problems of planning and control of the business as well as MkIS is conceived as a data
processing system and not as an information processing system in the database, which are the top priorities
amongst the Hindrance Factors of MkIS. Also, it is analysed that meeting customer needs and threat to new
entrants are the top priorities amongst the Factors underlying MkIS Sophistication in the Survey-based
Results and Case Study Analysis respectively. At the end, framework of MkIS Model is taken with top two
factors of each independent variable of MkIS in three categories namely, cutting tools, sports goods and
bicycle components with the analysis of synthesis of the survey based results of 140 SMEs and case study
respectively for highlighting the overall scenario of Success of MkIS Model.

Pedagogical Objectives

To identify the critical factors for the development of MkIS Model for the selected manufacturing
SMEs of Punjab

To do synthesis of survey based results and case study for manufacturing SMEs of Punjab

To develop a framework of MkIS Model for selected SMEs of Punjab

* GSMC 2014, IIM Raipur

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