Answer To: MIS500_Assessment_2_Brief_Group Case Study Page 1 of 10 Task Summary In groups of no more than three...
Amar answered on Apr 03 2021
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Running Header: Fibre Fashion – Designing Information System
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Fibre Fashion – Designing Information System
Fibre Fashion – Designing Information System
Table of Contents
Introduction 3
Issue Background 3
Literature Review & Analysis 5
Marketing & Sales Information System: Background & Purpose 5
Components & Modules 8
Summary 11
Recommended Solution 12
Conclusion 14
References 15
Appendix 1 – Meeting Minutes 17
Introduction
Fibre Fashion has a consistent and a twenty-year presence in the domain of wholesale fashion within Melbourne. Fibre Fashion has a number of brands under its product categories and the company can be stated to fall under the small / medium sized entity (“SME”) category. The focus of this report is to assess the company’s existing practices and processes with respect to one of its primary activities, that is, marketing & sales, and based on the assessments, issue identified and research, and review / analysis of relevant literature in this regard, present a solution in the form of information system to manage the process of marketing & sales.
Issue Background
The current system used at Fibre Fashion focussed on marketing & sales is a simple and static system that is essentially a spreadsheet that lets the company to store the details of customers and orders using a simplistic interface and limited date entry options. There is no scope for any advanced visualization, data analysis or a dynamic storage / monitoring / review capability. A company like Fibre Fashion with multiple product categories and brands, a strong customer base, suppliers, distribution partners, and wide-ranging issues and relationship priorities needs a more sophisticated information system to effectively store, manage, visualize, analyse and aid in informed decision making.
As the Figure 1 below indicates, the overall data, comments and retailer level trends are presented and reviewed in an inefficient and time-consuming manner –
Figure 1 – Spreadsheet Screenshot
In addition, as depicted in the Figure 2, the overall customer assessment, relationship assessment, stock data and relevant data are presented in a very inefficient and simplistic manner –
Figure 2 – Data Review / Presentation Screenshot
In summary, the current spreadsheet dependent system used at Fibre Fashion is very inefficient and functionally deficient manner of managing its marketing / sales function with scope for errors due to manual processing and with no scope for any data analysis, sophisticated data reviews, aid in decision making and undertake effective retailer and stock management.
In this context, this report presents a detailed review and recommendation on an information system for Fibre Fashion to undertake the marketing & sales function.
Literature Review & Analysis
Marketing & Sales Information System: Background & Purpose
At the outset, the marketing & sales information system (“M&SIS”) represents computerized form of system which shall be designed for providing organized and structured flow in information for the purposes of enabling and supporting marketing / sales activities pertaining to the organization (Queiroz & Oliveira, 2014; Ashmarina & Zotova, 2016; Salvador & Ikeda, 2014). A M&SIS caters the need of collaborative, operational and analytical nature. In terms of the collaborative mode, M&SIS enables the company’s managers in sharing information as well as working together in a virtual manner. Further additionally, M&SIS shall enable the marketers in collaborating with the customers / retailers with respect to product designs as well as the requirements of customer. The overall analytical function shall be addressed using applications for decision support which shall enable the marketers for analysing market data with respect to competitors, customers, general market related conditions and technology (Queiroz & Oliveira, 2014; Ashmarina & Zotova, 2016; Salvador & Ikeda, 2014). The insights of this nature shall be foundation to undertake development of relevant marketing strategies, planning and action plans. The M&SIS shall also address operational level needs by way of modules / sub-systems for customer management which shall focus over day-to-day processing concerning the sales transactions right from initial sale till the customer servicing. In essence M&SIS is designed for being comprehensive as well as being flexible and for integrating with one other at a functional level. They are forward looking, formal as well as essential for the abilities of organization in creating competitive advantage. In summary, M&SIS represents a window for firm to see world as well as, to an increasing extent, they form the primary interface with customers (Queiroz & Oliveira, 2014; Ashmarina & Zotova, 2016; Salvador & Ikeda, 2014). The Figure 3 below presents fundamental architecture of M&SIS.
Figure 1 – M&SIS Architecture
Marketing automation, which is a reality in present scenario, encompasses the functions of customer management for supporting e-commerce and more efficient functions. As has been depicted under Figure 4, applications of customer management encompass marketing related system for decision support, management of customer relationships, automating the sales force, delivering / managing customer service as well as e-commerce activities (Daneshjo & Kravec, 2014; Vyas et al., 2014; Algharabat et al., 2015). The stated activities can be defined to be customer focussed front office activities. A M&SIS shall also aid in the management of supply chain by way of encompassing electronic procurements, management of inventory / stocks, logistics systems and quality management for linking the organization with the suppliers / retailers (Daneshjo & Kravec, 2014; Vyas et al., 2014; Algharabat et al., 2015).
Figure 4 – Customer Management as Front Office System
Large and integrated form of information systems from big companies like Oracle, SAP and others address all of the key applications discussed as well as other advanced forms of data analytics for purposes of redesigning and enhancing business processes and decision support all through the organization (Oklander et al., 2017; Titova et al., 2014; Armstrong et al., 2018). Decision-makers shall significantly benefit by the system’s ability for integrating information sourced from customers, internal organization, retailers, and suppliers for obtaining the enterprise level view for their abilities to develop as well as implement marketing / sales strategy. The interconnection of the system both with internal and external systems and stakeholders are crucial for efficient automation and real time dynamics. Marketers shall gain insight and understanding with respect to the varied ways by which customers and retailers shall touch the organization by way of prevailing interfaces, e-commerce and other modes. These various interfaces lead to collection and storage of large scale transactional as well as non-transactional data (Oklander et al., 2017; Titova et al., 2014; Armstrong et al., 2018).
Components & Modules
M&SIS comprises of...