Analyze the following case carefully and answer the questions that follow: Marketing environment in Nepal has been witnessing radical changes. The…

Analyze the following case carefully and answer the questions that follow:

Marketing environment in Nepal has been witnessing radical changes. The trend in governance has taken many turns since 1991. Priorities have been changing – from emphasis on public enterprises to private ones.

The Nepalese market has become highly competitive due to open door for international companies through foreign investment policy. A variety of joint ventures are operating both at service and manufacturing sectors. To remain most competitive in challenging market, the Nepalese manufacturers realize quick and right decisions in right time through different components of marketing Information System (MKIS). Surya Nepal Pvt. Ltd. (SNPL), the largest private sector cigarette manufacturer has vigorously used MKIS to sustain even in critical situation.

One study shows that SNPL basically uses managerial personnel and supervisors to obtain marketing information. Those personnel supply important, relevant, timely and adequate information about the market and environmental dynamism. Besides, the company uses the internet for data bank and model bank information to receive. In fact, SNPL collects primary data conducting survey mainly through personal interview and mailed questionnaire. But it collects secondary data from different publications. It stores collected data and information in computers and uses and / or reuses whenever needed for making decision. It analyzes and synthesizes the stored data for reaching to point of problem – decision.

The information collected and analyzed helps for developing evaluating and controlling different marketing plans and programs. As per survey, MKIS has helped SNPL also in meeting new challenges to build long-term and short – term strategies. The company has also maintained the following:

• The received information is forwarded to the top level, operative level and /or lower level depending upon the nature of the problem.
• It has the practice of preparing five copies of order –to- payment cycle and sales reports and sending one copy each to accounting, administrative, marketing, production department and to the tax office.
• It mostly focuses on product research, advertising research, sales research and consumer attitude research.

Questions:

a. Highlight the major issues of the case.

b. What made SNPL vigorously use MKIS? Give your opinion.

c. What procedures does SNPL use to run an MKIS? Discuss.

d. Describe the key macro environmental forces affecting SNPL.