MARKETING INFORMATION SYSTEM – case of Serbia · MARKETING INFORMATION SYSTEM – case of Serbia...
Transcript of MARKETING INFORMATION SYSTEM – case of Serbia · MARKETING INFORMATION SYSTEM – case of Serbia...
MARKETING INFORMATION SYSTEM – case of Serbia
Forest Products Forest Products Forest Products Forest Products Market Market Market Market
InformationInformationInformationInformationSystemsSystemsSystemsSystems
Presentation by:
Prof. Dr Branko GlavonjićFaculty of Forestry of the Belgrade State University
SERBIA
Third Annual Regional Wood Products Marketing Seminar
7th December 2007, Sarajevo, Bosnia and Hercegovina
MARKETING INFORMATION SYSTEM – case of Serbia
Dr Branko Glavonjić, Associate Professor, Faculty of Forestry, Belgrade slide 2
Content of presentationContent of presentation
• Introduction –why MIS is needed??
• Examples of various MIS for wood products in Serbia
• How to form unique MIS for wood products: case of Serbia
• Conclusions
MARKETING INFORMATION SYSTEM – case of Serbia
Dr Branko Glavonjić, Associate Professor, Faculty of Forestry, Belgrade slide 3
WHY Marketing Information System?
• Out of several reasons:
- All most significant information on one place-single source!
- Availability to wide scope of users!
- other
MARKETING INFORMATION SYSTEM – case of Serbia
Dr Branko Glavonjić, Associate Professor, Faculty of Forestry, Belgrade slide 4
There are several functions of MIS, the following are the most important:
• data collection in an efficient way, data processing and transformation into information, and information further into knowledge;
• to provide business decision makers with relevant, appropriate, correct and timely information!!!
MIS Function?
MARKETING INFORMATION SYSTEM – case of Serbia
Dr Branko Glavonjić, Associate Professor, Faculty of Forestry, Belgrade slide 5
The phrase Marketing Information System consists of three basic elements:
- Marketing
- Information
- System
MIS Structure?
MARKETING INFORMATION SYSTEM – case of Serbia
Dr Branko Glavonjić, Associate Professor, Faculty of Forestry, Belgrade slide 6
I. INFORMATION
- Information is processed data organized in such a manner to have certain meaning and value for the user.
MIS Structure?
MARKETING INFORMATION SYSTEM – case of Serbia
Dr Branko Glavonjić, Associate Professor, Faculty of Forestry, Belgrade slide 7
I. INFORMATION
- Relationship between data and information can be treated as the relationship between raw material and finished products.
MIS Structure?
MARKETING INFORMATION SYSTEM – case of Serbia
Dr Branko Glavonjić, Associate Professor, Faculty of Forestry, Belgrade slide 8
I. INFORMATION
For information users it is of great importance for the information to:
- Be available in the appropriate form;
- Be timely (most often, information is needed immediately!!!);
- Be correct;
- Contain an element of surprise, namely, something was previously unknown;
MIS Structure?
MARKETING INFORMATION SYSTEM – case of Serbia
Dr Branko Glavonjić, Associate Professor, Faculty of Forestry, Belgrade slide 9
State Bureau for Statistics
Information on Forestry and Wood Processing in Serbia
MARKETING INFORMATION SYSTEM – case of Serbia
Dr Branko Glavonjić, Associate Professor, Faculty of Forestry, Belgrade slide 10
State Bureau for Statistics
Information on Forestry and Wood Processing in Serbia
MARKETING INFORMATION SYSTEM – case of Serbia
Dr Branko Glavonjić, Associate Professor, Faculty of Forestry, Belgrade slide 11
Chamber of Commerce
Information on Forestry and Wood Processing in Serbia
MARKETING INFORMATION SYSTEM – case of Serbia
Dr Branko Glavonjić, Associate Professor, Faculty of Forestry, Belgrade slide 12
Iznalo;
Information on WoodProcessing in Serbia
MARKETING INFORMATION SYSTEM – case of Serbia
Dr Branko Glavonjić, Associate Professor, Faculty of Forestry, Belgrade slide 13
Information on Wood processing in Serbia
MARKETING INFORMATION SYSTEM – case of Serbia
Dr Branko Glavonjić, Associate Professor, Faculty of Forestry, Belgrade slide 14
State Bureau for Statistics
Information on Forestry and Wood Processing in Serbia
MARKETING INFORMATION SYSTEM – case of Serbia
Dr Branko Glavonjić, Associate Professor, Faculty of Forestry, Belgrade slide 15
State Bureau for Statistics
Information on Forestry and Wood Processing in Serbia
MARKETING INFORMATION SYSTEM – case of Serbia
Dr Branko Glavonjić, Associate Professor, Faculty of Forestry, Belgrade slide 16
Faculty of Forestry
Information on Forestry and Wood Processingin Serbia
MARKETING INFORMATION SYSTEM – case of Serbia
Dr Branko Glavonjić, Associate Professor, Faculty of Forestry, Belgrade slide 17
Information on Forestry and Wood Processing in Serbia
Information on the prices of other wood products: not publicly available!!!
MARKETING INFORMATION SYSTEM – case of Serbia
Dr Branko Glavonjić, Associate Professor, Faculty of Forestry, Belgrade slide 18
General characteristics of information on timber and wood product market in Serbia:
- Low level of accuracy of the majority of public sources,
- Out-of-date (even up to several months)
- Uselessness
Information on Forestry and Wood Processing in Serbia
MARKETING INFORMATION SYSTEM – case of Serbia
Dr Branko Glavonjić, Associate Professor, Faculty of Forestry, Belgrade slide 19
Content of MIS in Serbia
MARKETING INFORMATION SYSTEM – case of Serbia
Dr Branko Glavonjić, Associate Professor, Faculty of Forestry, Belgrade slide 20
Information from member companies
Production, roundwoodsales, prices,capacity,
environmental information
Roundwoodstat,Excel
Information from partners
Export and import,economics,
country specific information,building
Custom statistics,Organisations,
Research institutes Consults, Buyed information
systems
Information frompublic sources Market information,
Development trendsInternet services
Magazines and reviews
Data sources
MARKETING INFORMATION SYSTEM – case of Serbia
Dr Branko Glavonjić, Associate Professor, Faculty of Forestry, Belgrade slide 21
User
User
User
UserUser
User
Metadata Metadata Metadata Metadata
$
Information SeverHost of resource
discovery, analysis and visualization tools
•Information Server
•Data/information
• Data Provider
• Metadata
Internet
Dat
a P
rovi
der
Metadata
Metadata
Metadata
Data Provider
Data P
rovider
Ministry
Data Provider
Unique MIS for Wood Products in Serbia/Concept of MIS
Target
MARKETING INFORMATION SYSTEM – case of Serbia
Dr Branko Glavonjić, Associate Professor, Faculty of Forestry, Belgrade slide 22
The features included in a MIS• MIS should be started from simple - monthly collection of sales
transaction data (quantity + price by assortment) and calculation (and dissemination back to data providers) of average prices.
• Further data are supplemented with felling, export import data and analysed quarterly - this gives a picture of total supply/demand situation.
• Dissemination is a key also, i.e. After primary data collection, some consolidated information must go back to those doing real business.
• Monthly (MEC naujienos) or/and quarterly publications putting together key trends and forecasts + trends in neighbouring countries help(ed) to get a trust from primary data providers and stop their feeling that they are sending data but not getting anything back.
MARKETING INFORMATION SYSTEM – case of Serbia
Dr Branko Glavonjić, Associate Professor, Faculty of Forestry, Belgrade slide 23
• I. In order to be attractive for users, it must offer them advantages:
– one of these advantages – higher price.
– to get higher price they need to know prices, supply
– and demand trends in the market - this helps to negotiate with buyers.
– as state forests had well functioning system already, it was simply adopted to cooperating private forestry companies
INFO SERBIA WOOD
Content of statistic service
MARKETING INFORMATION SYSTEM – case of Serbia
Dr Branko Glavonjić, Associate Professor, Faculty of Forestry, Belgrade slide 24
INFO SERBIA WOOD
MARKETING INFORMATION SYSTEM – case of Serbia
Dr Branko Glavonjić, Associate Professor, Faculty of Forestry, Belgrade slide 25
Conclusions:
Thank you!
more: [email protected]
Availability of well timed market information + sufficient data coverage = goodbussiness decisions