MANAGEMENT INFORMATION SYSTEM

1. MANAGEMENT INFORMATION SYSTEM Prepared By/-Dr N.K.Ojha

2. MIS PURPOSE • MIS is management information system • MIS is the orderly flow of pertinent operational data both internally and between distribution members, for use as a basis of decision making in specified responsibility areas of distribution management. • MIS is primarily use of Sales department

3. INFORMATION ADVANTAGE • Useful in marketing planning – helps improve quality of marketing decisions • Can help tap market opportunities • Provides an alert against competition • Helps spot trends – favorable or otherwise • Helps develop action plan for growth • Gives feedback on consumer needs

4. Classification of Information • Based on the use made of it by marketing- planning, operations, decision making or control • Based on subjects – consumers, products, competition, distributors, promotions, pricing, sales volume, value etc. • Operations data – facts and figures • Also based on assumptions, anticipated occurrences – forecasts relating to the distribution system

5. INFORMATION PROCESS COLLECTION PROCESSING STORAGE USE

6. INFORMATION PROCESS • COLLECTION: acquiring and placing raw data – monthly sales by each territory • PROCESSING: analyzing data to get meaning out of it – arranging, modifying and interpreting the data by the user – comparison of sales between periods • STORAGE : keeping the information intact till it is needed. • USE: application of information for management decision making – sales data of the last 1 month to forecast the sales of the next month.

7. Developing a distributor MIS • Decide what information is required • Organize information in a manner suitable for interpretation and action • Decide who will use the information when and for what purpose.

8. USE OF INFORMATION • Planning: sales forecasts or distributor indents • Control: expenses against budget • There is always a cost of collecting information • If data collected is not used properly, the data provider will hesitate to give the information • The distributor MIS works at the sales operational level. It has very little strategic intent.

9. SOURCES OF DATA • Report (oral and written) and records of distributor members, sales people • Letter, statement and market research • Any other information collected by the sales people and the distributor members from the market.

10. A GOOD DISTRIBUTOR MIS.. • Integrated system to handle all regular data • Useful decision support system • Reflects the style of the marketing organization • User friendly and user oriented • Convincing to the providers of the information as to its purpose • Be cost effective • Not need for verification from other sources • Be fast and totally reliable

11. Element importance • In a good channel MIS, it is necessary to define upfront for each element of the MIS, the following: • Purpose of the Info • Source of the Info • Action Possible • Impact on customer service

12. Competition Tracking • Purpose : Plan day to day corrective action to protect market shares and shelf space • Source: Trade, distributor partners and sales people • Action Possible: Spot action while in the market and taken by distributor partners or sales people. • Impact on service: Timely action to provide better support to the trade and retain their goodwill.

13. THANK YOU! Dr NK Ojha