Rancangan sistem informasi pemasaran dan sistem pakar dalam mencapai keunggulan bersaing pada PT MPM di Surabaya

Kristanti, Adelia (2003) Rancangan sistem informasi pemasaran dan sistem pakar dalam mencapai keunggulan bersaing pada PT MPM di Surabaya. Masters thesis, Widya Mandala Catholic University Surabaya.

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Abstract

In fast changing business surroundings involving fierce competition in automotive industry, a company has to raise its quick reaction capability so as to beat its competitors in the market. The PT MPM which is the the company in focus in this research is therefore compelled to have more effective change-sensing radars in order to be able be constantly close to its customers, to defend a strong competitive status, to keep watchful eyes on changes in market preferences, and to be readily responsive to any changes. As a market leader, the PT MPM commands 60% share of the motor cycle trade in East Java. This leading status demands continued improvements in order to maintain the company 's present share of' the market. It has to be constantly alert as other companies will always try to wrest its market share, while others will challenge its superior position menaces, the PT MPM requires a strategic information system. This research applies a model of the McLeod theory, as the basic outline in the analysis of the Marketing Information System currently in use in the company, to decide on a subsystem that is to be developed further. The Marketing Information System is an integrated information system that processes data to collect information, thus helping marketing managers find out the needs and preferences of consumers, formulate varied markets, and subsequently establish the strategy for the output subsystem that will bring a position unrivalled by competitors. This research also presents a design of an Expert System which is expected to be useful in recommendations for the most profitable Promotion integrated Subsystem. The use of the described information system will help make more consistent decisions on the presentation of values to customers so as to guarantee their satisfaction. Superior competitive position reached by the use of this system take the form of larger market share, higher quality of products, more familiar trade mark inprinted in the company’s public image, content customers, wider distribution network, and better differentiation in its marketing capabilities.

Item Type: Thesis (Masters)
Uncontrolled Keywords: Marketing information system, input subsystems, database, output subsystems, expert system
Subjects: Business
Business > Strategic Management
Divisions: Graduate School > Master Program in Management
Depositing User: Users 12 not found.
Date Deposited: 01 Jun 2015 08:34
Last Modified: 01 Jun 2015 08:34
URI: http://repository.wima.ac.id/id/eprint/2279

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