MELJUN CORTES RESEARCH Lectures DSS Decision Support System

8/17/2019 MELJUN CORTES RESEARCH Lectures DSS Decision Support System

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Enhancing Decision Making

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

DSS


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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 & service

uality

Aid communication betweenemployees

!educe costs Increase productivity

Improve company morale


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"everaging Information Technology

Increasing sales

Increasing market share

Creating new business Collecting data at the

source

#liminating the

intermediary Improving customer

service


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Information and $ecision %aking

ualities of information

Completeness of

information

Timeliness of information

!elevance of information

Accessibility of

information


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%aking $ecisions to 'roduce 'roducts and Services

Strategic ManagementStrategic Management

Tactical ManagementTactical Management

perational Managementperational Management

Plan PlanOrganizeOrganize

Lead Lead

Control Control

!esources!esources

!esources!esources"unctions"unctions

"unctions"unctions Pro#uctsPro#ucts

$$ServicesServices

Pro#uctsPro#ucts

$$ServicesServices

#mployees %anagers Government Customers Stockholders(inancial

Institutions

Colleges)

Agencies%edia


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Types of $ecisions

'rogrammed

decisions

Address well*definedproblems

Information*based

decisions

+nstructured decisions


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Who have

succeeded inmaking

the RightDecisions?


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8Source: Interbrand, U.K.


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For MARK BRANDING

Making the RightDecisions


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Branding for

BRAND EQUITY Building


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“Brand equity is ownership of a

competitively differentiating value

proposition.”

(David Aaker)

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


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Mark %ran#ing & 'orporate %ran#ing

, tiers: Core brand - (ose !i)al *niversity

.alue*brand - “We care about good education”

/ther e0amples: Microsoft: Your Potential, Our Passion*

!ock+ell: The Address of Fashionable Manila*

Metro%ank: You’re in Good Hands* 'eu Pacific: Now, Ever !uan "an Fl*

Smart: #i$%l A$a&in'*

Making the Right Decision for

Mark Branding?

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

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


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The 3-Tier Brand Strategy

…… for anESTABLISHED

Brand


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The marketing function of each tier:1 2st tier: core branding.

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

category3 ,nd tier: value-branding.

To e0press in a phrase the brand4s position the priority

consumer values which it promises to deliver better than

competition3 5rd tier: mark branding.

To legitimate the brand in terms of its maker4s reputation or

corporate image3

The 3-Tier Branding Strategy: Summary


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Sensor Signitures of

BRAND EQUITY : ow !o "ou !esign?

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


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“ow do you e#press your

brand$s underlying

meaning? What look% feel%

sensibilitycan capture that

meanin ?”&

!a"der#s Brand Design Mode"


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$he %st

& 'nd

Ds( Sight & Sound

The 6*$ Strategy for Starbucks 7

'ense of sight( (i'htin' ) subdued to +ee% it o&-. Ation b the ounter ) learl visible / %rovides

visual entertain$ent-.

'ense of sound( Musi ) soothin' and so%histiated, $er'in'

into the ba+'round to reate the ri'ht a$biene-.


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$he )rd & *th Ds( $ouch & Sme""

The 6*$ Strategy for Starbucks 7 'ense of touch(

The hairs ) a little suffed to $a+e the$ feel o$f

and ho$el, and less inti$idatin' than lots ofstainless steel-.

'ense of smell( "offee aro$a ) entiin', %er$eatin' the entire

%lae, reatin' antii%ation of the rih roasted taste-. Tea aro$a ) the Ta&o tea, with uni0ue flavors thatrevitali&e the soul-.


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$he +th D , $aste

The 6*$ Strategy for Starbucks 7

'ense of taste( "offee taste ) Our uni0ue and %ro%rietar

offee brewin' $ethod and roastin' tehni0uehave 'iven our offee its envi'oratin' effets,and its rih, satisfin' flavor-.


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$he +-D Strateg for Star.ucks

)esults( Over 1,222 stores around the world-

3eo'ni&ed as one of the Most Trusted4rands. b Ad 5ee+ in 6227-

3an+ed 8 th on 4randwee+’s #u%er 4rands (ist-.

Avera'e usto$er visits %er store ) 98: a $onth-

Avera'e usto$er s%ent %er store ) ;


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/!an 0e a11" the+-D mode" ine21ressing the

meaning of an

.rand?3

4indstrom#s +-D Mode"(52tenda.i"it


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How to Research?

"reate an inventor of the sensori$%ressions for a brand, highlighting howstrongly the impressions came to mind -.

#o as+ a brand consumer to draw u% thebrand’s sensor %rofile. b ratin' the brand’s

sensor i$%ressions in the > senses- Then %lot these > sensor i$%ressions in the

4rand #enso'ra$-


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Sam!e Research Res"!ts#Averages

#0ample: 'epsi vs Coca*Cola:

Avg !ating1 on: 'epsi Coke

Taste impression ,38 536 Smell impression 239 23

Touch impression ;3< 238

Sight impression 239 ,3=

Sound impression 232 239

*Rating along a 4-point scale with 4 = ver strong and ! = ver wea".


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$ecisions Support Systems

$SS are interactiveinformation systems

$SS rely on an integrated

set of user*friendlyhardware and softwaretools

These tools produce

information to supportmanagement in thedecision*making process


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Characteristics of $SS

>elps decision maker Semistructured & unstructured

problems %ost effective for tactical &

strategic management levels Interactive and user*friendly +ses models? simulations? &

analytical tools !eadily adaptable to any decision

environment Interacts with a corporate

database @ot used for pre*established

production schedule


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The $SS Tool o0

$ata %anagement $ata warehousing

$ata mining

%odeling $ecisions involve manyfactors

+ncertainty and risk present

Statistical Analysis !isk analysis

Trend analysis

Applications $evelopment Throwaway systems

Support a one*time decision

'lanning Bhat*if Goal seeking

Inuiry Graphics

Consolidations Application*specific


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The $SS .ersus the %IS

%IS supports structuredproblems

$SS supports

semistructured andunstructured problems

%IS is designed andcreated to support a setof applications

$SS can be adapted toany decision environment

MELJUN CORTES RESEARCH Lectures DSS Decision Support System

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