ABSTRACT
This project
is aimed at the design and implementation of software package for use in
research of marketing department. Research information system of 7-up bottling
company Aba. This is intended to store all relevant information about the sales
summary report and to be able to know the exact amount of goods in stock. It
would also render a wide knowledge not restricted only on sales and stocks
control; it organized and most of the problem they have encountered using the
manual system. This would provide a computer facility to eradicate the problem
identified. Finally, based on the results of the analysis, the project came up
with recommendations that would facilitate and improve up the marketing.
CHAPTER ONE
INTRODUCTION
1.0 Introduction
“Goal achievement” is the watch word of every
business organization tries to amend
economics resources whatever maybe it’s views and philosophies and which ever
route these goals are to be achieved. Given a set of resources, organization
try to maximize profitability. The philosophy applies to all spheres of the
economy, particularly marketing organization. In order to achieve laid down
goals, modern techniques in business demand that planned and defined system,
and tools be formulated and adopted to meet the requirement organization
required. One of such fundamental tools is marketing research, marketing
research can be defined as a formal systematic collection recording, analyzing
and reporting of data aimed at solving a given problem or identifying an opportunity.
Marketing research also concerns itself with coordinating responsibilities,
comparing actual sales volume with the forecasting sales volume as asking upon
result to achieve maximum profit.
The
universal application of marketing research data by various marketing
organization and their fields of human endeavour cannot be over emphases. 7-up
bottling company not therefore an exception of this direction. In Nigeria
context, we operate servers market economy which is a situation where whatever
severs of different products brought in the market must be sold. Companies in Lagos state in particular and in
Nigeria in general pay deaf ears to marketing research from the fact that the
country is experiencing production crisis, which has pastured into crisis of
supply, and which has made it impossible for our manufacturing firms to cope
with the supply of a wide consumer goods to it various companies that exist in
our distribute system.
1.
Theoretical Background
Marketing research acts as a guide to business
executives by controlling their scope of marketing concept negligence. It
directs management to a realistic approach to its goals and objectives. The
tools also harness the functions and efforts of different department of the
company and ensure effective con-ordination of total marketing efforts in an
organization. By this derivation form laid down standard can be detected and
corrected at the early state. Marketing research as a management tools
contributes to improve managerial efficiency and also to what extent this tool
is to increase profitability. Then marketing information system (MIS) is an
organized way of continually gathering and analyzing data to provide marketing
manager with formation they need to make decision.
1.
Statement of the Problem
The problem face by 7-up bottling company Aba is
lack of market report on sales and on the stock. And also lack of facilities to
analyze, recording and reporting of data aimed at solving a given problem or
identify an opportunity in the company. The main problem of the 7-up bottling
faced was inability of the manual system to maximize company’s opportunity and
profits.
1.
Aim and Objectives of the
Study
Objectives of the study are as follows:
i) To
create an understanding of the different roles managers play and how marketing
information system can support them in those roles.
ii) To
appreciate the different types and levels of marketing decision making.
iii) To
clearly distinguish between marketing research and marketing intelligence.
iv) To
keep, recording and reporting of informations aimed at solving a given task.
v) To
gather sort, analyze, evaluate, and distribute needed, timely, and accurate
information to marketing decision makers.
1.
Significance of the Study
1. It
would help managers to forecast changes in product demand, increase selling
productivity and exercise control over sales and distribution expenses.
2. The
newly design system would interact with the marketing managers or rather
information users to assess information needs.
3. It
would helps managers to analyze information to put in the right from making
marketing decisions and managing customer relationship.
4. The
MIS distributes the marketing information and helps managers use it in their
decision making.
5. The
design of the system would provide jobs for system analyst and programmers
contacted to build the system for companies.
6. Finally,
research project would serve as reference material to other scholars interested
to further research on this topic.
1.
Scope of the Study
This research project is restricted to the
“implementation of marketing information system” using 7up bottling company Aba
as a case study. Data used for the study were gathered from this source.
1.
Organization of the Study
The research project has been arranged in the
following order;
Chapter one contains introduction, theoretical
background of study, statement of the problem, aim and objectives of the study,
significance of the study, scope of the study, organization of the research and
definition of terms. Chapter two contains introduction and literature review.
Chapter three contains introduction, research methodology, system analysis and
system design. Chapter four is the system implementation and documentation
which gives the direction of system and analysis of modules. Chapter five
contains summary, conclusion and useful recommendation(s) of study.
1.
Definition of Terms
Market
Research:
Is a formal systematic collection recording, analyzing and reporting of data
aimed at solving problem.
Marketing
Intelligence: Is
a set of procedures and data sources used by marketing managers to gift
information from the environment that they can sue in their decision making.
Marketing
Models: It
interpreting information in order to give direction to decision
Market: Is a regular gathering of
people for purchase and sale of provisions, livestock, and other commodities.