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

MELJUN P. CORTESCopyright Prentice Hall, Inc.

Under: MELJUN P. CORTES

MELJUN CORTESMELJUN CORTES

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

Information Technology as a Competitive Strategy Available technology can

determine if you are profitable or not

Information Technology can: Give access to a world market Improve product & service

quality Aid communication between

employees Reduce costs Increase productivity Improve company morale

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Leveraging Information Technology

Increasing sales Increasing market share Creating new business Collecting data at the

source Eliminating the

intermediary Improving customer

service

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Information and Decision Making

Qualities of information Completeness of

information Timeliness of information Relevance of information Accessibility of

information

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Making Decisions to Produce Products and Services

Strategic ManagementStrategic Management

Tactical ManagementTactical Management

Operational ManagementOperational Management

PlanPlanOrganizeOrganize

LeadLeadControlControl

ResourcesResourcesResourcesResources FunctionsFunctionsFunctionsFunctions Products Products &&

ServicesServices

Products Products &&

ServicesServices

Employees Managers Government Customers StockholdersFinancialInstitutions

Colleges/Agencies

Media

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Types of Decisions

Programmed decisions Address well-defined

problems

Information-based decisions Unstructured decisions

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Who have succeeded in making

the Right Decisions?

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


ForMARK BRANDING

Making the Right Decisions

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Branding for

BRANDEQUITYBuilding

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“Brand equity is ownership of a competitively differentiating value

proposition.”

(David Aaker)

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


Mark Branding = Corporate Branding

2 tiers: Core brand = Jose Rizal UniversityValue-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 forMark Branding?

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

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


The 3-Tier Brand Strategy …… for an

ESTABLISHED Brand

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The marketing function of each tier:* 1st tier: core 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 branding. To legitimate the brand in terms of its maker’s

reputation or corporate image.

The 3-Tier Branding Strategy: Summary

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Sensory Signitures of

BRAND EQUITY:How Do You

Design?

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


“How do you express your brand’s underlying meaning? What look, feel, sensibility can capture that meaning?”*

Calder’s Brand Design Model

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The 1st & 2nd Ds: Sight & Sound

The 5-D Strategy for Starbucks …

Sense of sight: 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.”

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The 3rd & 4th Ds: Touch & Smell The 5-D Strategy for Starbucks …

Sense of touch: The chairs = “a little scuffed to make them feel

comfy and homely, and less intimidating than lots of stainless steel.”

Sense of smell: Coffee aroma = “enticing, permeating the entire

place, creating anticipation of the rich roasted taste.”

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

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The 5th D = Taste

The 5-D Strategy for Starbucks …

Sense of taste: Coffee taste = “Our unique and proprietary

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

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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 8th on Brandweek’s “Super Brands

List.” Average customer visits per store = 18x a

month. 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

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How to Research?

“Create an inventory of the sensory impressions for a brand, highlighting how strongly the impressions came to mind.”

So ask a brand consumer to draw up the brand’s “sensory profile” by rating the brand’s sensory impressions in the 5 senses.

Then plot these 5 sensory impressions in the Brand Sensogram.

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Sample Research Results: Averages

Example: Pepsi vs Coca-Cola:

Avg Rating* on: Pepsi Coke

Taste impression 2.8 3.5

Smell 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.

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Decisions Support Systems

DSS are interactive information systems

DSS rely on an integrated set of user-friendly hardware and software tools

These tools produce information to support management in the decision-making process

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Characteristics of DSS

Helps decision maker Semistructured & unstructured

problems Most effective for tactical &

strategic management levels Interactive and user-friendly Uses models, simulations, &

analytical tools Readily adaptable to any decision

environment Interacts with a corporate

database Not used for pre-established

production schedule

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The DSS Tool Box

Data Management Data warehousing Data mining

Modeling Decisions involve many

factors 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

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The DSS Versus the MIS

MIS supports structured problems

DSS supports semistructured and unstructured problems

MIS is designed and created to support a set of applications

DSS can be adapted to any decision environment

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