MELJUN CORTES MIS Lecture

7/27/2019 MELJUN CORTES MIS Lecture

http://slidepdf.com/reader/full/meljun-cortes-mis-lecture 1/27

1

Enhancing Decision Making

[Decision Support System]Information Technology in Perspective, 11e

MELJUN P. CORTESCopyright Prentice Hall, Inc.

Under: MELJUN P. CORTES

MELJUN CORTES



Copyright Prentice Hall, Inc.Under: MELJUN P. CORTES 2

Information Technology as a

Competitive Strategy Available technology can

determine if you are profitableor not

Information Technology can:

Give access to a world market

Improve product & servicequality

Aid communication betweenemployees

Reduce costs Increase productivity

Improve company morale

MELJUN P. CORTES




Leveraging Information Technology

Increasing sales

Increasing market share

Creating new business Collecting data at the

source

Eliminating the

intermediary Improving customer

service

MELJUN P. CORTES




Information and Decision Making

Qualities of information

Completeness of

information

Timeliness of information

Relevance of information

Accessibility of

information

MELJUN P. CORTES




Making Decisions to Produce Products and Services

Strategic Management

Tactical Management

Operational Management

Plan

Organize

Lead

Control

Resources FunctionsProducts &

Services

Employees Managers Government

Customers StockholdersFinancial

Institutions

Colleges/

AgenciesMedia

MELJUN P. CORTES




Types of Decisions

Programmed

decisions

Address well-definedproblems

Information-based

decisions

Unstructured decisions

MELJUN P. CORTES




Who have succeeded in making

the Right

Decisions?

MELJUN P. CORTES



Copyright Prentice Hall, Inc.Under: MELJUN P. CORTES 8Source: Interbrand, U.K.MELJUN P. CORTES




For MARK BRANDING

Making the Right Decisions

MELJUN P. CORTES




Brand ing for

BRAND EQUITY Bui ld ing

MELJUN P. CORTES




“Brand equity is ownership of a

compet i t ively di f feren t iat ing value

proposition.”

(David Aaker)

MELJUN P. CORTES

http://www.amazon.com/gp/reader/0029001013/ref=sib_dp_pt




Mark Branding = Corporate Branding

2 tiers: Core brand = Jose Rizal University

Value-brand = “We care about good education”

Other examples:

Microsoft: Your Potential, Our Passion*

Rockwell: The Address of Fashionable Manila*

MetroBank: You’re in Good Hands* Cebu Pacific: Now, Every Juan Can Fly*

Smart: Simply Amazing*

Making the Right Decision for Mark Branding?

So what are these value brands here? What about in your corporate branding?

MELJUN P. CORTES

http://en.wikipedia.org/wiki/File:Seal_of_Jose_Rizal_University.svg




The 3-Tier Brand Strategy …

… for an

ESTABLISHED

Brand

MELJUN P. CORTES




The marketing function of each tier:*

1st tier: co re branding.

To have a name that is different from all others in the

category.

2nd tier: value-branding.

To express in a phrase the brand’s position the priority

consumer values which it promises to deliver better

than competition.

3rd tier: mark b rand ing.

To legitimate the brand in terms of its maker’s

reputation or corporate image.

The 3-Tier Branding Strategy: Summary

MELJUN P. CORTES




Sensory Signitures of

BRAND EQUITY :

How Do You Design?

MELJUN P. CORTES

http://www.amazon.com/gp/reader/0749443715/ref=sib_dp_pt




“How do you express your

brand’s underlying

mean ing? What look , feel ,

sensibi l i ty

can captu re that meaning?”*

Calder’s Brand Design Model

MELJUN P. CORTES




The 1st

& 2nd

Ds: Sight & Sound

The 5-D Strategy for Starbucks …

Sense of s igh t : Lighting = “subdued to keep it cozy.”

Action by the counter = “clearly visible & provides visual entertainment.”

Sense of sound:

Music = “soothing and sophisticated, merging into the background to create the right

ambience.” MELJUN P. CORTES




The 3rd & 4th Ds: Touch & Smell


Sense of tou ch:

The chairs = “a little scuffed to make them feel

comfy and homely, and less intimidating thanlots of stainless steel.”

Sense of smel l :

Coffee aroma = “enticing, permeating the entire

place, creating anticipation of the rich roasted taste.”

Tea aroma = “the Tazo tea, with unique flavorsthat revitalize the soul.”

MELJUN P. CORTES




The 5th D = Taste


Sense of taste:

Coffee taste = “Our unique and proprietary

coffee brewing method and roasting techniquehave given our coffee its envigorating effects,and its rich, satisfying flavor.”

MELJUN P. CORTES




The 5-D Strategy for Starbucks

Results:

Over 7,000 stores around the world.

Recognized as one of the “Most Trusted

Brands” by Ad Week in 2003.

Ranked 8 th on Brandweek’s “Super Brands

List.”

Average customer visits per store = 18x amonth.

Average customer spent per store =$60/month.

MELJUN P. CORTES




“Can we apply the 5-D model in

expressing the meaning of any

brand?*

Lindstrom’s 5-D Model: Extendability

MELJUN P. CORTES




How to Research?

“Create an inventory of the sensory

impressions for a brand, high l ight ing how

st rong ly the impress ions came to m ind .”

So ask a brand consumer to draw up thebrand’s “sensory profile” by rating the brand’s

sensory impressions in the 5 senses. Then plot these 5 sensory impressions in the

Brand Sensogram.

MELJUN P. CORTES




Sample Research Results: Averages

Example: Pepsi vs Coca-Cola:

Avg Rating* on: Pepsi Coke

Taste impression 2.8 3.5Smell impression 1.4 1.7

Touch impression 0.9 1.8

Sight impression 1.4 2.6

Sound impression 1.1 1.4

*Rating along a 4-point scale with 4 = very strong and 1 = very weak.

MELJUN P. CORTES




Decisions Support Systems

DSS are interactiveinformation systems

DSS rely on an integrated

set of user-friendlyhardware and softwaretools

These tools produceinformation to supportmanagement in thedecision-making process

MELJUN P. CORTES




Characteristics of DSS

Helps decision maker

Semistructured & unstructuredproblems

Most effective for tactical &strategic management levels

Interactive and user-friendly

Uses models, simulations, &analytical tools

Readily adaptable to any decisionenvironment

Interacts with a corporate

database Not used for pre-established

production schedule

MELJUN P. CORTES




The DSS Tool Box

Data Management

Data warehousing

Data mining

Modeling

Decisions involve manyfactors

Uncertainty and risk present

Statistical Analysis

Risk analysis

Trend analysis

Applications Development

Throwaway systems

Support a one-time decision

Planning

What-if

Goal seeking

Inquiry

Graphics

Consolidations

Application-specific

MELJUN P. CORTES




The DSS Versus the MIS

MIS supports structuredproblems

DSS supports

semistructured andunstructured problems

MIS is designed andcreated to support a setof applications

DSS can be adapted toany decision environment

MELJUN P. CORTES

MELJUN CORTES MIS Lecture

Documents