MIS in Marketing

USE OF MIS IN MARKETING

USE OF MIS IN MARKETING Management Information System S ystem – Prof Yogesh Yogesh Kolhatkar MIMR, Wadala

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GROUP MEMBERS

1. VIJETA DHENGLE

(473)

2. RACHIT J. GANATRA

(475)

3. AMRUTA INAMDAR

(477)

4. SARAH JOSEPH

(479)

5.

MEENAL KARNANI

6. SHARIQ KHAN

(481) (483)

Management Information System S ystem – Prof Yogesh Yogesh Kolhatkar MIMR, Wadala

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ACKNOWLEDGEMENT

“We “We he here reby by take take the the oppo opport rtun unit ityy to than thank k our our Sir Sir Mr. Mr. Yoges ogesh h Kolhatkar for giving us this opportunity to make a project on USE Of MIS in MARKETING. This has been an overall good learning experience for all of us.”

“During this project we came to know various insights of the topic. We would also like to Thank all the people who have helped us directly or indirectly in making this project.”

“I, Rachit J. Ganatra (leader Group 3) would hereby like to Thank all my group members for their co-operation and support in making this project a success.”


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SUBJECT INDEX Sr. No.

Particulars

Page No.

1.

INTRODUCTION

05

2.

ORGANISATION ORGANISATION STRUCTURE & INFORMA I NFORMATION TION NEEDS

07

3.

MARKETING INFORMATION SYSTEMS

08

4.

COMPONENTS OF OF MARKETING IN INFORMATION SYSTEMS

10

5.

MARKETING MODELS

13

6.

MARKETING STRATEGIES USING MIS

14

7.

STRATEGIC INFO MINING

15

8.

MIS REPORTS IN MARKETING

20

9.

OTHER ASPECTS OF MIS IN MARKETING

27

10.

MIS IN E – COMMERCE

28

11.

CASE STUDY: CMC LTD.

29

12.

ORGANISATION: V TRANS GROUP

33

13.

ORGANISATION: EXIDE BATTERIES LTD.

44

14.

BIBLIOGRAPHY

54


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INTRODUCTION Information is the basis for every decision taken in an organization. The efficiency of management depends upon the availability of regular and relevant information. Thus it is essential that an effective and efficient reporting system be developed as part of accounting system. The main object of management information is to obtain the required informatio information n about the operating operating results of an organizati organization on regularly regularly in order to use them for future planning and control. The old techniques like intuition, rule of thumb, personal whim and prestige, etc. Are now considered useless in the process of decision taking. Modern management is constantly on look out for such quantitative and such information, which can help in analyzing the proposed alternative actions and choosing one as its decision. Thus, modern management functions are information-oriented more popularly known as “management by information”. information”. And the system through which information is communicated to the management is known as “management information system (mis)”. (mis)”.

CONCEPT OF MIS DEF: “A system of people, equipment, procedures, documents and communications that collects, validates, operates on transformers, stores, retrieves, and present data for use in planning, budgeting, accounting, controlling and other management process.”

Management: “Management “Management can be defined as a science science of using resource resourcess rationally rationally (mobilization, (mobilization, allocation, combination, utilization of resources in judicious manner using appropriate skills, skills, approaches approaches and techniques) techniques) and economically economically to achieve the desired results results or meet the targeted performance level”

Information “Information is data that has been processed into a form that is meaningful to the recipient and is of real or perceived value in current or progressive decision” – Davis and Olson The data information cycle can be expressed as – • Idea

Intelligence

Knowledge

Data

Information


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System “A system can be defined as a group of inter-related, often interacting units that together perform a task in a synchronized manner to provide the desired result.” A business business is also a system system where resources resources such as people, money, money, material, material, machines etc., are transformed by various organization processes into goods and services.

The function of MIS can be shown diagrammatically as-

Determination of Information needs

Data gathering and processing

Evaluation, Indexing, Abstraction Diss Dissem emin inat atio ion n Stor Storag agee

Information Use

ORGANIZATION STRUCTURE AND INFORMATION NEEDS Management Information System S ystem – Prof Yogesh Yogesh Kolhatkar MIMR, Wadala

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The management can be broadly classified, depending upon the requirements of information for performing their managerial responsibilities, into – •

Top Management ( Strategic): Strategic) :

The main responsibilities are: i) Dete De term rmin inin ing g the the over overal alll goa goals ls and and obj objec ecti tive vess of of the the busi busine ness ss.. ii) ii) Deal De alin ing g with with long long term term plan plans, s, pol policy icy mat matters ters and and broa broad d base based d stra strate tegi gicc planning. iii) iii) Establ Establish ishing ing a fram framewo ework rk with within in which which the variou variouss depar departme tments nts should should work. work. “The “The inform informati ation on used used is futuri futuristi sticc and extern external al in nature nature (polit (politica ical, l, economi economical cal,, social, technological, ecological and legal). It receives the summary from the middle management and the decision made mad e at this level is non-programmed but strategic.” •

Middle Management (Tactical) ( Tactical)::

The middle middle managem management ent is concer concerned ned with with elabor elaborati ating, ng, classi classifyi fying, ng, and transforming of organizational goals into actions and plans. The information is fed from the top management as well as the supervisory management and is internal in nature. It needs information for short-term planning.” •

Lower level Management (Operation) :

The supervisory management deals with the operational plans, policies and procedures for transforming or converting inputs to outputs. It is responsible for “dayto-day” routine decisions and operations of the organization. “The information is received from the middle management and is mostly inte intern rnal al in natur nature. e. Deci Decisi sions ons at this this level level are are usua usuall lly y rout routin ine, e, stru struct ctur ured ed and programmed. The functions and processes are standardized.”


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The Marketing Market ing Information I nformation System Sales and Marketing is a key process for the sustenance of any business as revenues are a direct outcome of it. Information Systems within the Sales and Marketing process implement technologies that allow the personnel to access crucial and updated inform informati ation on relate related d to access access crucia cruciall and updated updated inform informati ation on relate related d to custom customer er preferences and market demands to offer prompt services. Orga Organiz nizat atio ions ns are are incr increas easin ingly gly gaini gaining ng a compe competi titi tive ve edge edge by inte integr grat atin ing g Information Systems with their business processes to determine and implement potential sales strategies. Substantial results can be achieved by using Information Systems to analyze the sales pipelining process. Sales pipelining is the process of recognizing the initiation and closure of each sale in which a prospective customer is converted into a customer and then into a repeat customer. customer. Inform Informati ation on Syste Systems ms are also also helpfu helpfull in identi identify fying ing the most most effec effectiv tivee sales sales strategy that can be used in any particular case based on specified criteria, such as the market segment or the product category. Formulating successful sales strategies involves defining product and service standards, understanding the intricacies of sales life cycle, and interpreting sales results to determine sales strategies. DEFINING SALES AND MARKETING

A sale is a customer customer business organization organization transaction transaction involving the exchange exchange of goods or services with money. In an organization, it is usually the Sales team that interfaces with the customers to enable this transaction. Marketing is defined as a brand name building exercise for the product or service being offered offered by a company. company. The end objective of marketing marketing is to incorporate incorporate a sense of recall among existing and potential customers regarding the product or service. Marketing helps to establish and enhance the credibility of the product or service. The marketing research process is only one of the sources of information for the all the sources of information which contribute to MIS. It is worth remembering that it is all the the MIS which help us understand our customer's needs and wants; that information does not come just from our marketing research ac tivities. The Marketing Information Information System focuses on only the marketing marketing aspects of the managem management ent inform informati ation on system system.. It is an organi organized zed way of continu continually ally collec collectin ting, g, accessing and analyzing information that marketing managers need in order to make better decisions. •

Figure 3.1 provides reasons why we need to have an MIS to help us become effec effectiv tivee manager managers. s. However However,, designi designing ng and implem implement enting ing an MIS so that that it performs the way it should is not always an easy task. After all, an MIS has to meet the needs of its customers (users) and, to do that; those needs must first be assessed. Management Information System S ystem – Prof Yogesh Yogesh Kolhatkar MIMR, Wadala

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To understand the proper role of information systems one must examine what mana manager gerss do and and what what info inform rmat atio ion n they they need need for for deci decisi sion on maki making. ng. We must must also also understand how decisions are made and what kinds of decision problems can be supported by formal information systems. One can then determine whether information systems will be valuable tools and how they should be designed.


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COMPONENTS OF A MARKETING INFORMATION SYSTEM A marketing information system (MIS) is intended to bring together disparate items of data into a coherent body of information. An MIS is, as will shortly be seen, more than raw data or information suitable for the purposes of decision making. An MIS also provides provides methods methods for interpreti interpreting ng the information. information. Moreover, Moreover, as Kotler's Kotler's definition definition says, an MIS is more than a system of data c ollection or a set of information technologies:

Figure 9.1 The marketing information systems and its subsystems

Figure Figure 9.1 illust illustrat rates es the major major componen components ts of an MIS, MIS, the enviro environmen nmental tal factor factorss monitored by the system and the types of marketing decision which the MIS seeks to underpin. The explanation of this model of an MIS begins with a description of each of its four main constituent parts: the internal reporting systems, marketing research system, marketing intelligence system and marketing models. It is suggested that whilst the MIS varies in its degree of sophistication - with many in the industrialized countries being computerized computerized and few in the developing developing countries countries being so - a fully fledged MIS should have these components, components, the methods (and technologies) technologies) of collection, collection, storing, retrieving retrieving and processing data notwithstanding.  Internal reporting systems: All enterprises which have been in operation for any

period of time have a wealth of information. However, this information often remains under-utilized because it is compartmentalized, either in the form of an individual entrepreneur or in the functional departments of larger businesses. That is, information is usually categorized according to its nature so that there are, for example, financial, production, manpower, marketing, stockholding and logistical data. Often the entrepreneurs, or various personnel working in the functional departments holding these pieces of data, do not see how it could help decision Management Information System S ystem – Prof Yogesh Yogesh Kolhatkar MIMR, Wadala

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USE OF MIS IN MARKETING makers in other functional areas. Similarly, decision makers can fail to appreciate how information from other functional areas might help them and therefore do not request it. The internal records that are of immediate value to marketing decisions are: orders received, stockholdings and sales invoices. These are but a few of the internal records that can be used by marketing managers, but even this small set of records is capable of generating a great deal of information. Below, is a list of some of the information that can be derived from sales invoices: • • • • • • • •

Product type, size and pack type by territory. territory. Product type, size and pack type by type of account. Product type, size and pack type by industry. industry. Product type, size and pack type by customer. customer. Average value and/or a nd/or volume of sale by territory Average value and/or volume of sale by type of account Average value and/or volume of sale by industry Average value and/or volume of sale by sales person

By comparing orders received with invoices an enterprise can establish the extent to which it is providing an acceptable level of customer service. In the same way, comparing stockholding records with orders received helps an enterprise ascertain whether its stocks are in line with current demand patterns.  Marketing research systems: The general topic of marketing research has been

the prime ' subject of the textbook and only a little more needs to be added here. Marketing research is a proactive search for information. That is, the enterprise which commissions these studies does so to solve a perceived marketing problem. In many cases, data is collected in a purposeful way to address a well-defined problem (or a problem which can be defined and solved within the course of the study) study).. The other other form form of market marketing ing resear research ch centres centres not around around a specif specific ic market marketing ing problem problem but is an attemp attemptt to contin continuous uously ly monito monitorr the market marketing ing environment. These monitoring or tracking exercises are continuous marketing research studies, often involving panels of farmers, consumers or distributors from which the same data is collected at regular intervals. Whilst the ad hoc study and contin continuous uous marketi marketing ng resear research ch differ differss in the orient orientati ation, on, yet they are both both proactive

 Marketing intelligence systems: Whereas marketing research is focused, market

intelligence is not. A marketing intelligence system is a set of procedures and data sources used by marketing managers to sift information from the environment that they can use in their decision making. This scanning of the economic and business environment can be undertaken in a variety of ways, including: Management Information System S ystem – Prof Yogesh Yogesh Kolhatkar MIMR, Wadala

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USE OF MIS IN MARKETING 1. Unfocused scanning: - The manager, by virtue of what he/she reads, hears and watches expose him/herself to information that may prove useful. Whilst the behavior is unfocused and the manager has no specific purpose in mind, it is not unintentional. 2. Semi-focused scanning: - Again, Again, the manager is not in search search of particular particular pieces of information that he/she is actively searching but does narrow the range of media that is scanned. For instance, the manager may focus more on economic and business publications, broadcasts etc. and pay less attention to political, scientific or technological media. 3. Infor Informal mal search: search: - This This descr describ ibes es the the situ situat atio ion n wher wheree a fair fairly ly limi limite ted d and and unstructured attempt is made to obtain information for a specific purpose. For example, the marketing manager of a firm considering entering the business of importing frozen fish from a neighbouring country may make informal inqu iries as to prices and demand levels of frozen and fresh fish. There would be little structure to this search with the manager making inquiries with traders he/she hoc contacts happ happens ens to enco encount unter er as well well as with with other other ad hoc contacts in ministries ministries,, international aid agencies, with trade associations, importers/exporters etc. 4. Formal search: - This is a purposeful search after information in some systematic way. The information will be required to address a specific issue. Whilst this sort of activity may seem to share the characteristics of marketing research it is carried out by the manager him/herself rather than a professional researcher. Moreover, the scope of the search is likely to be narrow in scope and far less intensive than marketing research Some enterprises will approach marketing intelligence gathering in a more deliberate fashion and will train its sales force, after-sales personnel and district/area managers to take cognizance of competitors' actions, customer complaints and requests and distributor problems. Enterprises with vision will also encourage intermediaries, such as collectors, retailers, traders and other middlemen to be proactive in conveying market intelligence back to them.


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MARKETING MODELS: Within the MIS there has to be the means of interpreting information in order to give direction to decision. These models may be computerized or may not. Typical tools are: • • • • • • • • •

Time series sales modes. Brand switching models. Linear programming. Elasticity models (price, incomes, demand, supply, supply, etc.). Regression and correlation models. Analysis of Variance (ANOVA) models. Sensitivity analysis. Discounted cash flow. flow. Spreadsheet 'what if models.

These and similar mathematical, statistical, econometric and financial models are the analyt analytica icall subsys subsystem tem of the MIS. MIS. A relati relatively vely modest modest invest investmen mentt in a deskto desktop p computer is enough to allow an enterprise to automate the analysis of its data. Some of the models used are stochastic, i.e. those containing a probabilistic element whereas others are determ determini inisti sticc models models where where chance chance plays plays no part. part. Brand Brand switch switching ing models models are stochastic since these express brand choices in probabilities whereas linear programming is determ determini inist stic ic in that that the relati relations onship hipss betwee between n variab variables les are express expressed ed in exact exact mathematical terms.


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MARKETING STRATEGIES USING MIS

The role role of Inform Informati ation on Syste Systems ms in devisin devising g Marketi Marketing ng strate strategie giess has been increasing over the years. Organizations derive the following benefits from implementing Information Systems in marketing:  Creating effective Marketing plans: Target market identification, implementation of the entire marketing campaign and finally setting up of required standards criteria and evaluating the performance of the plans generated. Customizing g modules modules for specific requirements: requirements: Information Information can be used to  Customizin manage campaigns to retain customers, vendors and optimize services regarding each contact. Managing critical critical business business issues: Informatio Information n Systems Systems are effective effectively ly used to  Managing manag managee crit critic ical al issu issues es,, such such as costs costs and and budge budgett analy analysi sis, s, media media poli polici cies es,, establishing milestones and segment management for every campaign.  Creating Product promotional strategies: Information Systems are used to design, analyz analyzee and implem implement ent product product promoti promotional onal strate strategie giess of a partic particula ularr brand brand according to its price, quality, quality, and other related issues. Conducting market analysis: analysis: Information Information Systems Systems can be used to survey the  Conducting potential market and this information can be analyzed to develop specific target market strategies.  Preparing comprehensive reports: Information Systems can filter information to provide customized solutions to marketers. This information can be viewed in variou variouss ways such as summar summarize ized d views, views, total, total, sub total, total, statis statistic tical al views views or graphic views.


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STRATEGIC STRATEGIC INFORMATION MINING

Data-based marketing is fairly new, so few CIOs have experience with the relevant methodology methodology and technologies. technologies. Here's how to go from data processing processing to information information mining. One One of the the impo import rtant ant chal challe leng nges es today today's 's CIOs CIOs face face is the the shif shiftt from from data data processing to information information processing. On the forefront of this phenomenon is perhaps the most most strate strategic gic applicati application on of all: all: data-b data-base ased d market marketing ing.. At the core of data-b data-base ased d marketing is the mining of historical transactional data to uncover customer patterns and trends. Data-based marketing cannot succeed without support from technology experts. Unfortunate Unfortunately ly,, marketers marketers often find IS personnel uncooperative. uncooperative. The problems usually stem from some basic misconceptions: Misconception:

The MIS department department has the knowledge and tools to build correct data-based data-based marketing systems; it just needs to move more quickly and an d pro-actively. pro-actively. Reality:

MIS's MIS's experie experience nce base base is usuall usually y operat operation ional al system systems. s. An orderorder-ent entry ry clerk's clerk's very regimented use of data does not resemble the way marketers use information to devise customer-acquisition strategies, plan promotions, and search for new marketing ideas. Thus, most of what IS personnel learn from building operational data processing systems simply doesn't apply to data-based marketing. Misconception:

Marketers do not communicate what they want. Reality:

Marketing requirements differ differ significantly from other business requirements. Marketers cannot communicate a complete and invariant set of requirements because their most important requirement is to be able to deal with constantly changing needs.


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Misconception:

The way the data already exists in the operational databases is good for marketing information mining. Reality:

For marketing needs, the data must be carefully prepared to address ever-present integrity and consistency consistency problems. problems. Moreover Moreover,, the data must be cast into logical and physical physical structures tailored to the unique task of marketing information information mining. Resource sharing betwee between n operati operationa onall and inform informati ational onal databa databases ses usuall usually y leads leads to bottle bottleneck neckss and escalating costs. Misconception:

Relational queries give users enough flexibility for accessing the data. Reality:

Relational interfaces cannot do complex data transformation and statistical aggregation in a straightfor straightforward ward and efficient efficient way. way. Expressing Expressing marketing marketing analysis analysis queries in SQL is about as natural as writing writing operating systems systems in COBOL. This is the reason that, in the absence of their own database, marketing analysts may use SQL to pull data extracts, but they do the real work with other tools. Misconception:

End-user "automated" analysis tools, based on rule induction, neural networks, fuzzy logic, genetic algorithms, fractals, or fuzzy logic, replace the need for human information mining. Reality:

All these these techni techniques ques requir require, e, just just as old-fa old-fashi shione oned d statis statistic tical al analys analysis is does, does, careful careful structuring of the inputs and tinkering with the the knobs. At the very least, a human analyst must discover what is relevant before asking a program to verify, refine, and quantify it. Misconception:

Data-based marketing is just a sales forecasting or a customer-selection system.


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USE OF MIS IN MARKETING Reality:

Analyzing Analyzing marketing data and implementin implementing g the results of the analysis are two different different things. things. Information Information mining mining will likely result result in a slew of new operational operational systems, systems, but one should not confuse gold with the process of mining it. Because Because data-ba data-based sed market marketing ing is new, new, few CIOs CIOs have experie experience nce with with the releva relevant nt methodology and technologies. CIOs must understand the key differences between data processing and information mining. The goal of data processing is to support support the smooth flow of a business's business's daily activities. activities. The goal of information information mining is to detect and measure marketplace phenomena in order to actively manage business change. DIFFERENT PROCESS

Becaus Becausee of differ differenc ences es in purpos purpose, e, data data proces processin sing g and inform informati ation on mining mining use computers in very different different ways. Information mining is characterized by the use of: •

•

• •

•

Long, detailed histories of interactions with each and every customer, as opposed to just current or highly pre-summarized data. Data dynamically derived from the basic elements by computations, re-coding, etc., rather than stored static data. Statistical aggregation of data rather than retrieval of individual record values. Ad hoc, data-d data-driv riven en iterat iterative ive proces processin sing g rather rather than than a well-d well-defi efined ned flow flow of execution steps. Individual project work organization.

These characteristics lead to wide swings of resource utilization, greater need for resource flexibility, and low reuse rate (and therefore little opportunity for traditional systems quality assurance). Information mining is done not through a collection of well-specified applications, but in a computational environment that facilitates data-intensive research.

Dedicating Storage And Processors To Information Mining

The integrated world of MIS often considers segregating databases and creating data redundancy redundancy a capital offense. offense. But, as Inmon observed, observed, not doing so may lead to much greater and uncontrollable redundancy, with every user pulling his own extracts to get get his his job job done done.. A sepa separa rate te hist histor oric ical al data databa base se,, (or (or in Inmo Inmon' n'ss word wordss a "dat "dataa warehouse"), minimizes and controls c ontrols redundancy. redundancy. Having processors and storage dedicated to information mining avoids the conflict that that arises arises if you introd introduce uce errati erraticc inform informati ation on proces processin sing g into into an environ environmen mentt of predictable predictable utilization utilization rates. Fortunately Fortunately,, unless unless your customer file contains the entire entire


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USE OF MIS IN MARKETING popula populatio tion n of the United United States States and all citizens citizens'' purchas purchases, es, you may not need need very very complicated and costly hardware. Once all parties parties agree to separate computing resources, resources, periodic, periodic, not continuous, continuous, feeding of data from operational operational databases is a natural outcome. The strategy of updating the marketi marketing ng databas databasee only period periodica ically lly has few drawbac drawbacks ks and severa severall import important ant advantages: •

• •

•

It permit permitss creati creation on of a Data Data Qualit Quality y Filter Filter (discu (discusse ssed d later) later) to assure assure data data usability. Iterative analysis is best done on data that are not changing. Contin Continuous uous updating updating takes takes up resour resources ces needed needed for data analys analysis. is. Period Periodic ic updating fits well with peaks and troughs of information mining. Not Not havi having ng the the most most curre current nt laye layerr of data data can be easi easily ly compen compensa sated ted by straightforward short-term short-term projection of customer counts. Most of the time, it is not even an issue because analysis is done by time slicing the past.

ShortShort-ter term m promot promotion ion tracki tracking ng report reportss can be easily easily produce produced d from from the operati operational onal databases.

From Information Mining to Applications

Cert Certai ainly nly not all all info inform rmat atio ionn-mi minin ning g effo effort rtss lead lead to the the creat creatio ion n of new applications. Some do not even produce interesting interesting results, let let alone influence strategies or tactics. However, the most common applications that emerge are: are: •

•

•

•

•

A customer-acquisition planning system that helps marketers choose the best ways to acquire new customers based on models that project the long-term payoff of such efforts. A promot promotion ion planni planning, ng, custom customer er select selection ion,, and tracki tracking ng system system based based on a segmentation model that ranks customers based on expected profitability — a financial model combined with a model of customer long-term value determines the depth of selection for targeted promotions. Tracking and projection of critical customer segments — this is an EIS application used to keep a watch on the "health" of a customer base, project sales, and play "what if" scenarios with the marketing strategy. strategy. A test test planni planning ng and evaluat evaluation ion syste system m suppor supported ted by well-d well-defi efined ned custom customer er clusters. Merchandising support based on discovered clusters of products that customers tend to buy as a group.

The use of these systems leads to new ideas and new research questions that transl translate ate into into more more inform informati ation on mining mining.. CIOs CIOs should should develo develop p and execute execute these these marketing marketing and executive executive application applicationss in the informatio information-min n-mining ing environment environment for the following reasons: Management Information System S ystem – Prof Yogesh Yogesh Kolhatkar MIMR, Wadala

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•

•

•

•

In the operational environment it will be difficult to get data of the same quality and consistency as in the historical informational data-base. Moreover, although these applications are not as fluid as information mining itself, they they need need to be cons consid ider erab ably ly more more open open to revi revisi sion onss than than order order entry entry or accounting. A compelling argument for maintaining these applications within the informationmining environment is that quality-control procedures established there are more appropriate than regular data processing quality controls. A crucia cruciall elemen elementt in executi executive ve inform informati ation on system systemss is a human human inform informati ation on provi provider der,, usuall usually y a market marketing ing data data analys analyst. t. Inform Informati ation on provid providers ers perfor perform m info inform rmat atio ion n mini mining, ng, inve invest stig igat atee susp suspic icio ious us resu result lts, s, and and answ answer er foll follow ow-u -up p questions. The place for these these is the information-mining environment.


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MIS REPORTS: Need for MIS Reports:

1. Provides data: One of the important functions of the management accountant is to keep the management informed of all the facts relating to the business to assist assist the managem management ent in the effec effectiv tivee managem management ent of the busines business. s. The effectiveness of the information depends upon on its proper reporting. 2. Aid to managers : The growth of size of business requires the delegation of authority to various levels of management. Therefore, there arises need of control control,, co-ord co-ordina inatio tion n and commun communicat ication ion.. Without ithout mis, mis, the manager managers, s, working at different levels in the organization, cannot carry out the function of planning, controlling and decision making effectively. effectively. 3. Basis of decision: It is through mis reports only the management is able to get a full insight into the entire operative activity of the concern. The mis reports are basis for the management to make decisions. 4. Take informed decisions : The primary object of mis reporting is two fold: info inform rmin ing g the the mana manage geme ment nt of the the actu actual al perf perfor orma manc nce, e, to enab enable le the the management to make scientific and sound decision.


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DIFFERENT TYPES OF REPORTS USED IN MARKETING

1. SALES CALL REPORT – – This report contains data about the potential customer. It also contains details about the types of items customer is interested in.

M/s ABC Ltd. Sales Call Report Division Name: ____

Sales Call no._____ Date: __/__/__ Customer’s Name: _________________________________

Type of Customer

Item(s)

Interested in

Retail Shop

_________ _________ _________

_________ _________ _________

Distributor

Follow up plan _______________________________________________ Date of next call: __/__/__ Remarks: ______________________________________________________ ______________________________________________________ Sales ales Per Persson: on: ____ ______ ____ ____ ____ ____ ____ ____ __

Signa ignatu ture re:: ____ ______ ____ ____ ____ ____ ____ ____ __


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USE OF MIS IN MARKETING 2. QUOTATION – – It is a document that gives a statement of the price, terms and the condition for a sale a supplier offers for the items. A quotation enables both the sales person and the customer to have a written proof of the sales offer.

M/s ABC Ltd. Quotation Date: __/__/__ To, __________ __________ __________ Dear Sir, We are pleased to submit our quotation as under: Sr. Sr. No.

Particulars

Rate

Quant ity

Amount

1.

Product P

Xx

Xxx

Xxxx

2.

Product Q

Xx

Xxx

Xxxx

3.

Product R

Xx

Xxx

Xxxx

Amount Payable Delivery period: Payment Terms: Mode of Payment: Validity:

Xxxxx Within 30 days of receiving order. order. 50% advance, 50% within 30 days of delivery. By Bank Draft. One month from the date quoted above.


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USE OF MIS IN MARKETING 3. PURCHASE ORDER – It is a written document from the customer to the seller listing the required items and providing a description of the goods.

M/s ABC Ltd. Purchase Order To, _________ _________ _________

P.O. No. ________ Date: __/__/__

You are required to deliver the items mentioned below within 30 days of the purchase order date, at the address mentioned above.

Sr. No.

Particulars

Description

Quantity

1.

Product P

Medium

Xxx

2.

Product Y

Large

Xxx

The payment for above consignment will be made within 30 days of the receipt of goods. Liability for lost or damaged goods lies with the supplier only. Payment will be made only for goods passing the quality test. Prepared by: _________

Passed by: _________


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USE OF MIS IN MARKETING 4. INVOICE – – It is a note asking for payments for goods and services that have been supplied. The invoice accompanies the delivery of ordered goods.

M/s ABC Ltd. INVOICE

To, ________ ________ ________ ________

Invoice No: Date: __/__/__

Dear Mr.______, The details of items supplied to you are mentioned below: Sr. No.

Particulars

Amount (Rs.)

1.

Product P

Xxx

2.

Product Q

Xxx

Total

Xxxx

Discount 2%

(xx)

Sales Tax @10%

Xx

Amount Payable

Xxxx

The payment for the goods supplied is to be made within 30 days of the invoice date.


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USE OF MIS IN MARKETING 5. SALES REPORT (product wise) – A sales report suggests the total product wise sales. From this report one can draw conclusions about the product preferences of customers in different months of the year. year.

M/s ABC Ltd. MONTHLY SALES REPORT Product wise Month: February

Page: 1

Product Name

Quantity Sold

Sales Value (Rs.)

Product P

Xxx

Xxxx

Product Q

Xxx

Xxxx

Product R

Xxx

Xxxx

Total Sales

Xxxx

6. MONTHLY SALES REPORT (Sales person wise ) – Sales persons are given individual sales targets. This report shows the cumulative sales made by each salesperson for a month.

M/s ABC Ltd. MONTHLY SALES REPORT Sales Person wise Month: February

Page: 1

Salesperson Name

Quantity Sold

Sales Value (Rs.)

Mr. ABC

Xxx

Xxxx

Mr. DEF

Xxx

Xxxx

Mr. GHI

Xxx

Xxxx

Total Sales

Xxxx


25

USE OF MIS IN MARKETING 7. OUTSTANDING PAYMENTS REPORT – There are many customers who do not make the payments in time for the goods and services they have taken. Every delayed delayed payment impacts the financial financial planning of an organizati organization. on. Therefore, it becomes very important that payment collection be done on time. It shows the details of all invoices for which payments are pending till the last day of the month.

M/s ABC Ltd. SALES DEPARTMENT OUTSTANDING PAYMENTS REPORT Month: February Customer Name

Date: __/__/__

Invoice No.

Date

Invoice Amount (Rs.)

Mr. ABC

12

__/__/__

Xxx

Xx

Mr. DEF

44

__/__/__

Xxx

Xx

Mr. GHI

102

__/__/__

Xxx

Xx

Total Outstanding


Amount Pending (Rs.)

Xxxx

26


OTHER ASPECTS OF MIS IN MARKETING:  Managing Financial transactions: • •

•

Managing cash on sales delivery and credit based delivery. Centralizing the security systems and electronic cash drawer support to avoid mismanagement of cash. Managing any refunds or exchanges made for each individual product.

 Providing stock and inventory details: •

•

Consolidating the stock availability, sales information, inventory details and data transfer across geographically dispersed stores. Allowing the view of stock availability by individual product, product category, category, department, supplier and manufacturer. manufacturer.

 Maintaining relevant customer information: •

•

Main Mainta tain inin ing g relev relevan antt info inform rmat atio ion n about about cust custom omer erss spec specif ifyi ying ng the the personalized shopping habits, customer profiling, tracking and membership details. Analyzing every account including the potential buyer, personal benefits being offered to the buyer if the sale is closed and the problems faced during the particular sale.

 Integrating sales processes: •

• •

Identifying the top selling product by category, department, supplier and manufacturer Managing the sales pipelines to maximize the chances of closing a sale. Storing detailed sales histories by individual product, product category, department, supplier and manufacturer manuf acturer..


27


MANAGEMENT INFORMATION SYSTEM IN E – COMMERCE Meaning: E – Commerce is one of the fastest growing segments of the internet, which is used by businesses. E – Commerce can be divided into the following categories: • • • •

Business to Business E – Commerce (B2B) Business to Consumer E – Commerce (B2C) Consumer to Consumer E – Commerce (C2C) Business to Peer (B2P)

BENEFITS:

Information Systems are being used in management of E - commerce. The Information Systems offer the following benefits:  Integrating existing point of sales systems.  Integrating with other E – Commerce driven applications to provide the analysis

of market effectiveness in terms of real business.  Managing customer information that can then be used for effective analysis to

predict buying trends.  Provides various methods that can be used for diverting traffic onto the required

websites.

Integrati ating ng graphs graphs and multip multiple le report report buildi building ng wizard wizardss for the creati creation on of  Integr effective reports based on any type of information.  Information systems also provide various customer retention strategies according

to each segment or market campaign ca mpaign or sales force.

 Information systems also manage the search engine optimizations: •

•

•

The The Info Inform rmat atio ion n Syst System em can can manag managee the the inbo inbound und links links to a webs websit ite. e. It monitors and manages these inbound links as the number of inbound links can have a visible effect on the listing of the website by a search engine. Information Systems are able to identify the appropriate keywords that best describe the company and its products. The content on the site, which is developed around the keywords, has to be clear, concise and relevant. Information Systems can also set up and manage pay per click mechanisms. They continuously generate new keywords and messages for the website to


28

USE OF MIS IN MARKETING analyze the combination so as to divert the maximum traffic to the company’s website at a minimum cost to the company. company.

CASE STUDY: CMC LTD. INTRODUCTION

CMC CMC Limi Limite ted d is a leadi leading ng IT solu soluti tions ons compan company y and a subs subsid idia iary ry of Tata ata Consul Consultan tancy cy Servic Services es Limite Limited d (TC TCS S Lt Ltd d), one one of the the world world's 's lead leadin ing g info inform rmat atio ion n technology consulting, services and business process outsourcing organizations. It is a part of the Tata group, India's best-known business conglomerate. With 18 offices, 150 service locations, 520 non-resident locations and over 3,800 employees worldwide, we provide a wide spectrum of unique Information Technology solutions and services to a clientele of premier organizations in the government and private sectors. CMC Americas, Americas, a subsidiary, services clients in the US, while its branch offices in the UK and Dubai market its products and services in Europe, Africa and the Middle East.

Large and complex project management capabilities

Since its incorporation in 1975, CMC has an enviable record of successfully building IT solutions for massive and complex infrastructure and market projects. Take, for instance, just three of the many major projects undertaken by it:  A passenger ticketing and reservations system for Indian Railways, which runs

6,000 passenger trains carrying over 10 million passengers a day, on a 90,000-km railway network covering around 8,000 railway stations.  A cargo handling system is a comprehensive online real time cargo handling system system to integrate integrate all complex and varied activities activities of container container terminals. terminals. This system has been implemented for several Indian and International ports. Exchange, which  An online transaction processing system for the Bombay Stock Exchange, handles millions of securities trading transactions every day. day.


29


IRRIGATION: INFO IS EVERYTHING! CMC CMC has design designed, ed, develop developed ed and implem implement ented ed a managem management ent inform informati ation on system (MIS) for this World World Bank-funded project in Maharashtra, India The product MIS: Management Information System

A comprehensive system for the planning, design, construction, monitoring, operation and maintenance of irrigation schemes The client Irrigation Department, Government of Maharashtra

The department controlling water resources in India's most industrialized state. Project

Development and establishment of management information systems (MIS) for six selected major irrigation projects under the World Bank-funded Maharashtra Composite Irrigation Project - III (restructured) Background

Out of the six selected irrigation projects, three schemes - Kukadi, Bhima and Krishna - are located in the Krishna river basin. The remaining three - Upper Penganga, Majalgaon and Jayakwadi - are located in the Godavari river basin in the state of Maharashtra. These six projects are administered by the chief engineer (specified projects), Pune, and the chief engineer (specified projects), Aurangabad. Each of the six projects is administratively divided into two circles - a project circle, headed by a superintending engineer and a command co mmand area development (CAD) circle, headed by an administrator. administrator. Each circle administratively administratively controls controls four to five divisions, divisions, and each division, in turn, has four to five sub-divisions. A specia speciall analys analysis is and evaluat evaluation ion cell cell (SAEC (SAEC), ), headed headed by a superi superinte ntendi nding ng engineer, coordinates and interacts with the different project circles, CADA circles and associated institutions like the directorate of irrigation research and development (DIRD), the the publi publicc work workss depar departm tmen entt (PWD (PWD), ), the the reve revenue nue depar departm tment ent (res (reset ettl tleme ement nt and rehabilitation), the quality control organization and the agriculture department. The roles of the associated institutions have been specified b y the state irrigation department. Management Information System S ystem – Prof Yogesh Yogesh Kolhatkar MIMR, Wadala

30

USE OF MIS IN MARKETING Objective

The primary objective of developing and establishing an MIS for the selected major irrigation schemes was to provide a comprehensive system facilitating planning, design, construction, monitoring, operation and maintenance of the schemes. The system developed by CMC  Provides quick, accurate and relevant information.

c apacity..  Improves data management and handling capacity Provides effective effective sharing of data and information information amongst various management management  Provides levels and with associated offices Scope

CMC CMC handled handled the study study,, design design,, develop developmen ment, t, testin testing g and instal installat lation ion of the management information system, training of officials, as well as implementation support for the system. MIS has the following modules: 1) Const onstru ruct ctio ion n  Land acquisition.  Rehabilitation and resettlement  Resource requirement planning  Procurement monitoring  Stores and inventory  Asset management  Schedule of rates  Roads and bridges  On-farm development works  Works accounts  Construction monitoring and management

2) Op Oper erati ation on and and maint maintena enanc ncee  Project management  Plan of operation and management  Drainage network monitoring maintenance management  Resource requirement planning  Coordination with water users' associations (WUAs)  Command area agriculture  Asset management  Integrated agriculture development


31

USE OF MIS IN MARKETING  Maintenance management

3) Administration management

 Personnel administration

System

The system is based on a client-server configuration. The server is a Pentium machine with open SCO Unix as the operating system and open Ingres as the back-end. The clients are 486 PCs with Gupta SQL 5.0 (with Ingres router) as the front-end, operating in MS Windows. MIS covers the offices of the secretary, the joint secretary and the deputy secretary of the state irrigation department based in Mumbai, and is connected to the offices of the chief engineers (specified projects) in Pune and Aurangabad.

Corporate citizenship CMC is committed to the highest standards of corporate governance and social responsibility. Rooted in theTata group's long history of putting people before profits and policy of leadership with trust, CMC believes in being ethical and fair in its business dealing deal ingss wit with h all sta stakeho keholde lders rs -- emp employ loyees ees,, cus custom tomers ers,, par partne tners, rs, inv invest estors ors and the community. Going beyond mere compliance to government rules and regulations, it follows the law in letter and spirit. It subscribes to the Tata Code of Conduct and has devised policies to ensure its tenets are strictly adhered to. CMC's commitment to the community is manifest in the many projects such as health, education, livelihoods and women-children welfare.


32


ORGANISATION ORGANISA TION INFORMATION V TRANS GROUP MISSION To continuously strive to provide safe, efficient, time bound and cost effective services thereby achieving total satisfaction of our customers. The company will also regularly update and develop its technology to meet the changing market requirements. In doing so we shall strive to achieve ach ieve our theme of being "Your "Your Competitive Edge"

VISION Vision is of an India with world-class infrastructure, and our chosen role as bridging manufacturing and retailing such that both compete better The vision of Group V is of an India with world class infrastructure and our chosen role is bridging manufacturing and retailing so that both compete in a better way. way. Group V will be the leading single window domestic transportation, warehousing & logistic solution provider for all market segments in west India by harnessing our resources, capabilities, experience and goodwill gained over the last 47 years. Group V's customers will receive the best value because we will offer them the highest highest standards of quality quality and efficiency-in efficiency-in ways that are most useful useful to them. To prov provid idee them them compr compreh ehens ensiv ivee and "can "can-d -do" o" solu soluti tions ons,, we will will form form a netw networ ork k of complementary allies who share our values and standards. Group V customers will receive the best value because we are providing them the highest standards of quality and efficiency - in ways that are most useful to them. We will form a network of complementary allies who share ou r value & standards.

BEGINNING Group V is one of the Leading Logistics service provider with successful track record spanning over four decades. Group V commenced in the year 1958; initially we provided transportation between Mumbai & Gujarat. Today we are present nationally with 200 Branches across 14 states in the country. country. Group V is a privately - owned, professionally managed company that offers regular trucking & time conscious transport for hard freight. The company has invested in state of the art IT systems that support & add value to o ur services.


33


INFRASTRUCTURE  Our efficient fleet of over 250 vehicles plying round the clock on the national

highways.  Network - consists of the interiors of Gujarat, Important locations in Maharashtra,

South India, Rajasthan and North North India. Encompassing practically every corner of Gujarat state and major industrial & trading centers in Maharashtra, Rajasthan, South India and North India.  Network - consists of the interiors of Gujarat, Important locations in Maharashtra

& South India. Encompassing practically every nook & corner of Gujarat state & major industrial & trading centers in southern India, Rajasthan & Delhi.  Own/Attached closed body fleet strength is integrated for safe transportation of

high value & even a delicate cargo.  Own weatherproof Insured Warehouses with Platforms at all locations.  Dedicated team to handle all kinds of cargo safely and as per client's instructions.  Efficient Customer Service Cell at all regiona l offices.  Centralized inquiry centers at regional levels. Information provided at finger tips.  Majority of the Branches are computerized and connected through Internet.  Customer Support Executive at all controlling offices.  Management of Transit risk through Risk Management Schemes.

RELIABILITY services es are equival equivalent ent to Express Express/Co /Couri uriers ers wherea whereass rates rates are that that of  Our servic normal hard freight.  Timely dispatch of the goods.  Door-to-door collection and delivery of goods.


34

USE OF MIS IN MARKETING  Point-to-Point speedy service. Scheduled services to major destinations.

o ctroi limits.  Major stations are outside octroi Standardiz dized ed Rates, Rates, Fastes Fastestt clearan clearance ce of claims claims policy policy,, Commit Commitmen mentt of  Standar hassle-free transport.

TECHNOLOGY Virtua rtuall Priva rivate te Netw Networ ork k (VP (VPN): VPN VPN ensu ensurres total otal conn connec ecttivi ivity via via comput computeri erizat zation ion.. It enable enabless all our regional regional offic offices es to update update instan instantly tly on custom customer er information, thereby providing maximum support to the customer c ustomer.. Cargo Cargo Branch, Branch, VXBran VXBranch ch are intern internall ally y develop developed ed compreh comprehens ensive ive operat operation ion,, customer customer care software applications, applications, which captures captures the complete complete operation operation at all stages of transportation, right from booking till the final delivery of consignments. High-tech MIS system. Mobile SMS Services. E-Mail Services. CARE: The data captured by Cargo Branch, VXBranch help the customer to track the consignment status at any given point of time through our web site or by contacting the booking or delivery offices. Our website offers tracking facility in terms of arrival and dispatch status of consignments. Beside Besides, s, a dedicat dedicated ed team team of IT profes professio sional nalss is always always availabl availablee to provid providee suppor supportt for managi managing ng the operati operations ons and develop developing ing tailor tailor-ma -made de system systemss to provid providee optimum support to the customers. We aim to achieve: 1) 100 % computerization across all branches. 2) WAP-enabling WAP-enabling of our o ur consignment tracking system. 3) Computerized Services and tracking of consignment at major branches.

WORKFORCE A dynamic leadership. A motivated management team. An inspired and self-driven taskforce of over 1023 people. That constitutes the winning team at Group V. People are our bigges biggestt asset. asset. Ours Ours is one big and happy happy family family of qualif qualified ied profes professio sionals nals and extremely dedicated people. We are what we are today - solely because of their energy and loyalty and perseverance. On our part, we offer our people tremendous growth opportunities within the organization. As a result, some of our people have risen to very senior positions. Management Information System S ystem – Prof Yogesh Yogesh Kolhatkar MIMR, Wadala

35


SERVICES "Efficient, Reliable & Secure Transportation of your goods".

V-Trans offer traditional, safe & cost effective surface transport. Customers rely on V-Trans V-Trans for safe and on time movements of their cargo, including scheduled departures across major cities. The service does not limit the size or weight of cargo i.e. transported through container sized vehicles. Weather proof & insured warehouses with platforms at all locations insure safe and efficient handling of the cargo at every stage. Major stations / warehouses are located outside of octroi limits. Door - to - Door, time - Bound Cargo Service for your Just in Time needs"

When time is the essence, V-Xpress is your choice. This Door to Door time bound service is designed to meet you’re just in time requirements. The good news is that it is also competitively priced. A value addition to the service is DOD (Draft on Delivery) i.e. the option to pay the value of the goods on delivery The perfect partner to grow your business with"

Adapting to the changing needs of the market. V-Logis offers total Logistics soluti solutions ons that that includ includee transp transport ortati ation, on, warehou warehousin sing g & distri distribut bution ion.. With more more than than 3,00,000 sq.ft. Of warehousing space across the country and the efficient, safe handling of the goods throughout the service chain makes this service viable for customers who would like to outsource their inventory management and concentrate on their core business activity.

SOME OF THE CLIENTS OF V TRANS


36


ORGANISATION STRUCTURE

CHAIRMAN MANAGER Corporate IT Technical Team Application

Technical Team Application & Network

V-Trans eCargo ERP

V-Xpress eCargo ERP

Zonal Manager

Zonal Manager

ERP Implementation Western

ERP Implementation Maharasht Maharashtra ra & Gu arat

Zonal Manager

Zonal Manager

ERP Implementation Gu arat arat

ERP Implementation Central & East

Zonal Manager

Zonal Manager

ERP Implementation Central & North

ERP Implementation North

Zonal Manager

Zonal Manager

ERP Implementation South

ERP Implementation

Users Training And Documentation Management Information System S ystem – Prof Yogesh Yogesh Kolhatkar MIMR, Wadala

37


I.T. DEPT DETAILS

DESKTOPS

Company

Dell Optiplex IBM Think GX620 Centre A52

HP Compaq dx2000

Processor

Intel P IV 2.8GHz

Intel P IV 2.8GHz

Intel P IV

Memory

2.8GHz 512 MB DDR2 51 512 MB

256 MB

Storage

80 GB

40 GB

OPERATING SYSTEMS:

40 GB

Windows XP Pro


38


QUESTIONNAIRE: QUESTIONNAIRE: CRM JYOTI RAJKUMAR, MANAGER 1. How did you you become become a manager manager (Qualification/exp (Qualification/experience/ erience/qualities qualities)? )? Ans:

With With experience & qualities required as per the job profile

2. What does does your job as a manager manager entail? Describe Describe your your major major functions functions (Job (Job Profile)? Ans:

As a CRM, I should should satisfy satisfy the Custom Customers ers needs/ needs/req requir uiremen ements ts without without affec affectin ting g (loss) to the management/organization.

3. What What skills skills are neces necessar sary y for succes successs as a manager manager? ? Ans:

Stro Strong ng desire desire & comm commit itme ment nt to quali quality ty of output output & accur accuracy acy of inform informat atio ion, n, strong interpersonal & relationship building skills, Hardworking & result oriented, excellent communication skills.

4. In what what way MIS (Managem (Management ent Information Information Systems) Systems) supports supports your decision making? Ans:

It helps helps to to classif classify y the Clien Clients, ts, type type of of complai complaints nts.. Also Also it helps helps to analy analysis sis the the service (efficiency) level of the organization.

5. What What are diffe differe rent nt type typess of reports reports genera generated ted by MIS MIS in your functi function onal al area? Ans:

Nil

6. What advice advice would would you give a person person intereste interested d in a career in management? management? Ans:

To pursue pursue it sincere sincerely ly,, because because career career in manageme management nt will defin definite itely ly help help you to build your career.

7. How you motivate motivate your your subo subordin rdinates ates? ? Ans:

By appr apprec ecia iati ting ng thei theirr eff effor orts ts..


39


QUESTIONNAIRE – I. T.DEPARTMENT R. M. JOSEPH, MANAGER 1. How did you you become become a manager manager (Qualification/exp (Qualification/experience/ erience/qualities qualities)? )?

Ans: Ans:

With exper experien ience ce and qual qualiti ities es requi required red as as per posi positio tion. n.

2. What does does your job as a manager manager entail? Describe Describe your your major major functions functions (Job (Job Profile)?

Ans: Ans:

Develo Developme pment nt and and Mainta Maintains ins of eCar eCargo go ERP ERP appl applicat ication ion.. Testing and Deployment of the ERP application Users Training and Implementation Hardware, Hardware, Software, Software, Internet Internet connectivity connectivity,, Securities Securities requirements requirements study and recommend recommend to Management. Management. Provide Provide support in purchase purchase and installatio installation. n.

3. What What skills skills are neces necessar sary y for succes successs as a manager manager? ?

Ans: Ans:

Cont Contin inue ue impr improv ovem emen entt of Funct unctio iona nall skil skills ls & know knowle ledg dge, e, Inte Interr-per -perso sona nall relationship/communication skills. Team Team Building and Participating Leadership. Promptness in decision making, replying/clearing issues.

4. In what what way MIS (Managem (Management ent Information Information Systems) Systems) supports supports your decision making?

Ans: Ans:

WEB based based sys system tem,, provi provides des quick quick info informa rmatio tion. n.

5. What What are diffe differe rent nt type typess of reports reports genera generated ted by MIS MIS in your functi function onal al area?

Ans:

Many reports reports for for quantity quantity and quality quality analysis. analysis. Mainly prepare prepare Varian Variance ce Reports Reports,, where things go out of the norms.

6. What advice advice would would you give a person person intereste interested d in a career in management? management?

Ans: Ans:

To buil buildd-up up of of the the qual qualit itie iess like: like: Desire for success Desire for quality work, Desire for knowing more things Desire for understanding the problem (job – objectives) and people. Self Discipline, Determination, Sincere and Hard-work.


40

USE OF MIS IN MARKETING 7. How you motivate motivate your your subo subordin rdinates ates? ?

Ans: Ans:

Shar Sharin ing g Know Knowled ledge, ge, skill skillss set, set, so that that the sub-or sub-ordi dina nate te would would have have chang changee to know more and grow more. Delegation of responsibility and necessary authority Proper correction and appreciation of their jobs. Having little bit interest in their family life too.


41


QUESTIONNAIRE QUESTIONNAIR E -- FINANCE AND ACCOUNTS DEPARTMENT DEPARTMENT ASHOK ROUTRAY, MANAGER

1. How did you you become become a manager manager (Qualification/exp (Qualification/experience/ erience/qualities qualities)? )? Ans: With experience and qualities required as per position. 2. What does does your job as a manager manager entail? Describe Describe your your major major functions functions (Job (Job Profile)?

Tax. Ans: Managing Company’s Finance, Income Tax and Service Tax. Coor Coordi dinat natin ing g with with Compa Company ny’’s Secr Secret etary ary,, Audi Audito tors rs and Gove Govern rnme ment nt Authority related to Company’s Company’s Law and Taxation. Monitoring Fund Utilization Fixed Assets Management 3. What What skills skills are neces necessar sary y for succes successs as a manager manager? ? Ans: Having up-to-date knowledge in Finance and Taxation Inter-personal relationship/communication skills. Team Building. 4. In what what way MIS (Managem (Management ent Information Information Systems) Systems) supports supports your decision making? Ans: Balance Sheet, Ledgers, Costing Reports. 5. What What are diffe differe rent nt type typess of reports reports genera generated ted by MIS MIS in your functi function onal al area? Ans: Fund Flow Report, Assets Management Reports, P & L and Balance Sheet 6. What advice advice would would you give a person person intereste interested d in a career in management? management? Ans: Aggressive, Determination and Hard-work. Self Discipline, Sincere and Team Spirit. 7. How you motivate motivate your your subo subordin rdinates ates? ? Ans: Sharing Knowledge,. Appreciation Delegation of responsibility and necessary authority


42


EXIDE BA B ATTERIES LTD.

ABOUT THE COMPANY Exide Industries Limited, India's flagship of the storage battery industry- is also the the larg larges estt Powe Powerr Stor Storage age Solu Soluti tion onss Comp Company any in Sout South h and and Sout South h East East Asia Asia.. It manufactures the widest range of storage batteries in the world from 2.5Ah to 20,600Ah capacity, to cover the broadest spectrum of applications. EIL is the market leader in the organized sector in both the automotive and industrial segments. 'EXIDE' and ‘SF (Standard Furukawa)', the flagship brands of the Company, are also the leading battery brands in the country.

Exide is the first choice of almost every vehicle manufacturer - Maruti, Cielo, Mercedes, Opel, Peugeot, Fiat, Rover, Iveco, BMW, Honda - with every 2 out of 3 new vehicles in India rolling out with Exide.

VISION STATEMENT:"To win our customers, stakeholders and employees by transferring quality into a performance oriented business which will secure market leadership and profitable growth through effective fulfillment of customers' needs. "


43


COMPANY HISTORY YEAR

PARTICULARS

1916 1916

Chl Chlorid oridee Elec Electr tric ical al Sto Storrage age Co. Co. (CES (CESCO CO)) UK set set up up trad tradin ing g oper operat atio ions ns in in India as an import house First fac facttory set up up in in Sh Shamnagar gar, We West Be Bengal Second Factory, Chinchwad, Pune R&D Centre established in Kolkata Third factory, Haldia, West Bengal Firs irst Subm ubmari arine batt batter erie iess del deliver ivered ed to the the Indi Indian an Navy Navy Technica nicall collaboration with Shin Kobe Ele Electr ctric Mach achinery nery Co. Co. Ltd. of Japan, a subsidiary of the Hitachi Group Chl Chlorid oridee Ind Indus ustr trie iess Ltd Ltd ren renam ameed Exi Exide de Indu Indust stri ries es Ltd. Ltd. Exid Exidee acqu acquir ires es the the ope operratio ations ns of of Stan Standa darrd Bat Batter teries ies Ltd Ltd & adds adds fou fourr mor more factories, taking the total to eight Acqu Acquis isit itiion of of 10% 10% stak stakee in Chl Chlori oride Bat Battterie eriess Sout South h Eas East Asi Asiaa (CBS (CBSEA EA), ), Singapore & 49% in Associated battery Manufacturers Ceylon|(ABMEL), Sri Lanka. Battery charging commenced at Bawal, Haryana to cater to OEM JIT supplies Launch nch of exidetr etraction. on.com, an e-commerce webs ebsite for international customers of traction batteries. Beca Becam me seco second nd lar large gesst 2-wh 2-whee eele lerr batt batter ery y com company pany in in the the wor world. ld. Laun Launch ch of of “Achieve 100 PPM “ at Hosur Plant Laun Launch ch of exi exidere dereac acho hout ut.c .com om,, a CRM CRM init nitiati iative ve for for Exi Exide de Trade rade

1946 946 1969 1976 1981 1992 1992 1994 994 1995 1995 1998 1998 2000 2000

2001 001 2002 2002 2004 2004

CAPITAL & MARKET SHARE:-

Capital Turnover Employees

Authorized Rs.100 Crores, Paid up 75 Crores Rs. 1332 Crores as on 30.09.2007 Approx 3900 as on 30.09.2007. Market Shares

% of the total segment

Telecom

30%

Railways 30% Market Share in Auto (OEM) – Passenger Vehicles 80% Different Segments Auto (OEM) - Overall 72% Auto Auto (Rep (Repla lace ceme ment nt)) – including unrecognized

Over Overal alll

35%


44


WORLD CLASS MANUFACTURERS:Exide Exide has eight eight manufa manufactu cturin ring g plants plants produci producing ng world world class class product products. s. Exide Exide factories are located strategically around the country to provide logistic support for its production of over five million batteries per annum. Each of these factories are equipped with state-of-the-art equipment sourced from the best battery making machinery manufacturers in the world. Exide, due to its strong roots with the erstwhile Chloride group, has access to the best manufacturing practices in the field of Lead Le ad Acid Batteries. A technology tie-up with Shin-Kobe, Japan the makers of world class Hitachi VRLA batteries has given Exide the technological edge in maintenance free batteries. Other strategic technology agreements with Furukawa, Japan and Oldham, U.K. have given Exide the competitive edge in providing the most reliable solutions for packaged power.

COLLABORATIONS •

•

Shin-Kobe Electric Machinery Co. Ltd.,Hitachi Group, Japan For Automotive and VRLA Batteries The Furukawa Battery Co. Ltd.,Japan For Automotive Batteries at Taloja


45


ORGANISATION STRUCTURE

S.B Ganguly, Chairman Emeritus

Board of Directors R.G. Kapadia, Chairman & Non Executive Director R.B Raheja, Vice Chairman & Non-Executive Director. T.V.Ramanathan, .V.Ramanathan, Managing Director & Chief Executive Officer. Officer. G.Chatterjee, Director – Industrial. P.K.Kataky, Director – Automotive. S.K.Mittal, Director – Research & Development. A.K.Mukherjee, Director – Finance & Chief Financial Officer Vijay Aggarwal, Non Executive E xecutive Director. Mr. Mr. H M Kothari, Non Executive Director. Mr. Mr. Bhaskar Mitter, Mit ter, Non Executive Director. Mr. S.N.Mookherjee, Non Executive Director. Mr. Mr. A.H.Parpia, Non Executive Executi ve Director. S.B.Raheja (Atternate D S Parekh), Non Executive Director. W. Wong, Non Executive Director.

Executive Commitee

T.V. Ramanathan G. Chatterjee P.K.Kataky S.K. Mittal A.K. Mukherjee


46

USE OF MIS IN MARKETING Barun Das Monodip Chaudhuri R.P. Ray R. Chakraborty

HEAD OFFICE Kolkata 'Exide House' 59E, Chowringee Road Kolkata – 700 020

FACTORIES Taloja Plot No. T-17 MIDC Taloja Industrial Area Taloja - 410 208

Bawal Plot no. 179, Sector 3 HSIDC Growth Centre Bawal, District Rewari Haryana


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INFORMATION INFORMATION TECHNOLOGY TE CHNOLOGY SUPPORT

Head Office (Server)

Factory (WAN)

Factory (WAN)

Factory (WAN)

EIL is connected all over the India through Wide Area Network [WAN] [WAN] The Head Office has a server & all the 8 Branches are connected to share the information. Exide is using Radio Frequency Link [RFL]. Exide is a manufacturing company. The material is used is either imported or they us Indian material. The data of the imported material is maintained by the Head Office which is at Kolkata and all the data regarding Indian material is maintained by its branches. To maintain this information some software used:

i) SAP- means "Systems Applications and Products." The SAP SAP system system is a collec collectio tion n of softwa software re that that perfor performs ms standar standard d busine business ss functions for corporations. The system has become very popular because it provides a complete complete solution solution to standard standard business business requirements requirements such as manufacturi manufacturing, ng, accounting, accounting, financial management, and human resources. It incorporates the concepts of enterprise resource planning (ERP) and business process reengineering (BPR) into an integrated solution for business applications.

ii) TPM software


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Hardware I ) Routers -A router is a computer whose software and hardware are usually tailored to the tasks of routing and forwarding generally containing a specialized operating system (e.g. Cisco's IOS or Juniper Networks JUNOS and JUNOSe or Extreme Networks XOS). II) Printers:- We are using two Printers a ) Dot Metrics - which is mainly used for Invoicing b ) Laser color – We We are using HP Laser printers III) Computers:- We are using HP computers in our offices.


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QUESTIONNAIRE – PERSONNEL DEPT.

KOLEKAR NARENDRA - ASST. MANAGER

Q1. How did you become a manager (Qualification / experience / qualities)? Ans: To become a good manager in a respective discipline a sound qualification need to opt their after a good initial exposure with system oriented organization which will help to every individual a qualitative manager

Q2. What does your job as manager entail? Describe your major functions?

Administration & H.R function like liaisoning, statutory compliances, Ans: Personal, Administration Training & development, Compensation Management, Safety, Safety, and Welfare etc. Q3. In what way MIS support your decision making? Ans: Without Without any MIS manage cannot function, hence MIS is the basic requirement to make the appropriate & relevant decision. Q4 .What skills are necessary for a success as a manager?

listener, Say NO at right time, Good Communication, Ans: Skills like he should be good listener, Leadership Quality & he should be motivator. Q5. What are the different types of reports generated by MIS in your functional area? Ans: Report likes Manpower development, Job Allocation, Compensation, Statutory Compliances etc. Q6.What advice would you give a person interested in career in management? Ans: Person should be analytical, Proactive, dedicated to h is work and smart in all sense. Q7. How you motivate your subordinates? Ans: Take interest in their family life also to know if they need any kind of help. Also ask them if they have any problems in order o rder to get it solved.


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QUESTIONNAIRE – PRODUCTION DEPT. K. ANIRUDDHA, PRODUCTION HEAD Q1. How did you become a manager (Qualification / experience / qualities)? Ans: Qualification / Experience/ Qualities-are all pre-requisites to become a manager. Q2. What does your job as manager entail? Describe your major functions? Ans: Ensuring products are made at right cost quality q uality to delivered at right time For this I need to manage the resources at my Disposal which are a constraints. Q3. In what way MIS support your decision making? Ans: All decisions are based on Data available at my disposal This is achived by having the required MIS Q4 .What skills are necessary for a success as a manager? Ans: Need to have passion for whatever you do and doing right things at right time Q5. What are the different types of reports generated by MIS in your functional area? Ans: Daily Production Report Daily Quality Report Q6.What advice would you give a person interested in career in management? Ans: Strive for change and make things happen –do not wait for things to happen. Q7. How you motivate your subordinates? Ans: Give them opportunity to try new things and also give them power to take their own decisions regarding certain issue.


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QUESTIONNAIRE QUESTIONNAIRE – ACCOUNTS P.P. INAMDAR ASSO. MANAGER Q1. How did you become a manager (Qualification / experience / qualities)? Ans: Qualification

Q2. What does your job as manager entail? Describe your major functions? Ans: Team management and customer service Q3. In what way MIS support your decision making? Ans: To get the detailed analysis of the product and its placement as per the need Q4 .What skills are necessary for a success as a manager? Ans: Leadership skill Q5. What are the different types of reports generated by MIS in your functional area? Ans: Sales Report and Activity Report Q6.What advice would you give a person interested in career in management? Ans: Work hard, always be keen to learn new things as Life is a Journey. Take Take each day as a new learning day. day. Q7. How you motivate your subordinates? Ans: Regularly conduct a get together to know their grievances and try to solve them.


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BIBLIOGRAPHY

1.

Managing Information Systems, NIIT.

2. http:/www.wheatongroupllc.com/library/06_01_92.asp

3. http://www.accessmylibrary.com

4. http://www.cmcltd.com/case_studies/index.htm


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MIS in Marketing

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