Marketing

MARKETING RESEACH & MARKETING INFORMATION SYSTEM

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Table of Content Introduction………………………………………………………………3 • • • • •

Founded Vision Founded in Pakistan Headquarters Locations

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Franchises5 Hierarchy

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Review of literature...................................................................................5 Topic

1. Components of a marketing information system 2. 3. 4. 5.

Internal reporting system Marketin intelligence system Market research process Defining the problem and research objective

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Exploratory research Descriptive research Causal research

Research plan Determining specific information need

Secondary data source Commercial data source Online databases and Internet data source

Practical Study..........................................................................................8 Company The data collection Products Brand Portfolio Strategy Suppliers Competitors Distribution Marketing End users Product Management Pricing

MIS

Objective Gathering

Analysis…………………………………………………………………………..13

Conclusions and recommendation……………………………….14

References...............................................................15

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Annexes…………………………………………………………….15

Introduction First of all my company, which I selected that is DUNKINDONUTS.It is a fast food company. Basically it is an American company.

Founded In 1950 Bill Rosen Berg opened the first shop in Quincy, Massachusetts. It licensed the first of many franchises in 1955.

Vision The company’s beginnings were as humble as the food itself. In 1946, founder Bill and donuts opened up success. To for dunking nationwide.

Roseburg scraped together $5000 and started delivering coffee to hungry workers at the workplace. By 1950 Rosenberg had the first real coffee and donut store. It became an overnight come up with a suitable name, Rosenberg capitalized on the fad and Dunkin Donuts was born. Next Rosenberg thought of going

In 1955, the first Dunkin Donuts franchise was sold. Only ten years later Dunkin Donuts crossed the international border into Canada. By 1970, Dunkin Donuts went beyond the shores of North America and opened in Japan. Today there are over 4000 Dunkin Donuts stores in more than 25 countries selling over 4 million donuts a day.

Founded in Pakistan It comes in Pakistan first time in 2000 in Lahore. Lahore was the head office of this company in Pakistan .Now it is founded in many cities of Pakistan like Karachi, Islamabad, Muree and Peshawar

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In Islamabad city it has seven outlets where we buy the products of this company. These outlets are situated in F.10, B.A, F.7, G.10, Sadder, and Askari

Headquarters Its headquarter in Massachusetts, but in Pakistan its head quarter in Lahore.

Locations There are more than 7000 dunkindonuts worldwide these dunkindonuts shops located in Philippines, Indonesia, South Korea, Thailand and Pakistan.

Franchises There are many franchises of dunkindonuts in many countries. In Pakistan dunkindonuts Owner takes the franchise from Abu Dhabi In 2000.

Hierarchy Directors GM Operation

Regional Manager

Regional Manager

Department Manager

Operation OPERATION MANAGERR

Restaurant Manager

Department Manager Production Production MANAGERR

Administratio n Marketing Manager

Assistant PM Accounts Manager

Assistant RM

Production supervisor

Operation supervisor Crue Leader

Crue Leader Crue Member

Assistant Account Manager HR department

Crue Member

Chain of commands Admin staff

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Review of literature Topic Marketing research and marketing information system. MIS it consist people, equipment and procedures to gather, sort, analyze, and distribute needed, timely, and accurate information to marketing decision makers. These MIS help to make better marketing decisions. To understand the proper role of information systems one must examine what managers do and what information they need for decision-making. We must 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

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 decisionmaking. An MIS also provides methods for interpreting the information the MIS provides. Moreover, as Kotler's1 definition says, an MIS is more than a system of data collection or a set of information technologies: "A marketing information system is a continuing and interacting structure of people, equipment and procedures to gather, sort, analyze, evaluate, and distribute pertinent, timely and accurate information for use by marketing decision makers to improve their marketing planning, implementation, and control". Illustrates the major components of an MIS, the environmental factors monitored by the system and the types of marketing decision, which the MIS seeks to underpin.

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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 industrialised countries being computerised and few in the developing countries being so - a fully fledged MIS should have these components, the methods (and technologies) of collection, storing, retrieving and processing data notwithstanding.

Internal reporting systems : All enterprises which have been in operation for any period of time nave a wealth of information. However, this information often remains under-utilised because it is compartmentalised, either in the form of an individual entrepreneur or in the functional departments of larger businesses. That is, information is usually categorised according to its nature so that there are, for example, financial, production, manpower, marketing, stockholding and logistical data. Often the entrepreneur, or various personnel working in the functional departments holding these pieces of data, do not see how it could help decision 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

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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 c 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). The other form of marketing research centres not around a specific marketing problem but is an attempt to continuously monitor the marketing 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 continuous marketing research differs in the orientation, yet they are 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 an be derived from sales invoices sift information from the environment that they can use in their decision making.

Market research process Defining the problem and research objective

Developing the research plan for collecting information

Implementing the research plan collecting and analyzing the data

Interpreting and reporting the finding

Defining the problem and research objective Manager should about the problem and must agree on the research objectives. It is the hardest step in the research process. There are three types of research. Exploratory research To gather preliminary information that will help define problems and suggest hypotheses. Descriptive research

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To better describe marketing problems, situations, or market potential for a product or the Demographics and attitudes of consumers. Causal research To test hypotheses about cause and effect relation ships.

Research plan It is a source of existing data and spell out the specific research approaches, methods, sampling plans, and instruments will use to gather new data. Determining specific information need • The demographic, economic, and lifestyle characteristics of current soup users. • Consumer usage patterns for soup: how much soup they eat, where, and when. • Retailer reaction to the new packaging. • Consumer attitude toward the new packaging. • Forecast of sales of both new and current packages.

Secondary data source Secondary data that already exists somewhere, having been collected for another purpose and the primary data, which is collected for the specific purpose at hand. Commercial data source The data suppliers. Online databases and Internet data source Computerized collections of information available from online commercial source.

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