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The Indian Institute Of Business Management & Studies

Subject: General Management. Marks: 100

MANAGEMENT PROBLEMS 1

Marsha Jackson is a recent MBA graduate with a degree in marketing. She has accepted a

position with General America, a large firm selling a number of consumer products. Her first

assignment is to conduct research on the sales of one of her company’s products versus sales of

competing products.

This division is responsible for sales of over-the-counter drugs such as headache remedies,

indigestion cures, and similar products. In business school, Marsha had worked with a personal

computer in her MBA program and was happy to see that General America had a local area

network (LAN) for the marketing department subscribed to several different services that

provided sales results for over-the-counter drugs. Some of her fellow workers had private

databases, and a few even keyed data into their PCs from lengthy printouts they had purchased.

Marsha feels that there must be a better way to conduct market research, particularly

given the fact that the department has a LAN with a lot of capacity. What solutions to this

problem can you recommend?

ANS :

I will recommend a Comprehensive Marketing Information System. Kotler’s define a

marketing information system as a continuing and interacting structure of people,

equipment and procedures to gather, sort, analyze, evaluate, and distribute pertinent,

timely and accurate information for use by marketing decision makers to improve their

marketing planning, implementation, and control”. It will have four main constituent

parts: the internal reporting systems, marketing research system, marketing

intelligence system and marketing models.

With the use of this Marketing Information System Marsha will now have a timely and

reliable information needed for decision making

The Indian Institute Of Business Management & Studies

Subject: General Management. Marks: 100

MANAGEMENT PROBLEMS 2

Assume you have just been appointed to chair the board of a medium sized manufacturing

firm that makes small consumer appliances. The company has experienced stagnant growth over

the past five years, and a new board of directors was recently elected by dissident stockholders.

One of your first tasks is to help top management discover why sales are constant and

profits have been declining. Currently, the firm is faced with excessive inventory and problems in

acquiring raw materials. Prices for these materials have been fluctuating widely in recent months;

the previous management seems to have been unable to cope with this problem.

How will you approach this task? What sources of information will you seek to help

understand and solve problems in the company?

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MANAGEMENT PROBLEMS 1 Marsha Jackson is a recent MBA graduate with a degree in marketing. She has accepted a position with General America, a large firm selling a number of consumer products. Her first assignment is to conduct research on the sales of one of her company’s products versus sales of competing products. This division is responsible for sales of over-the-counter drugs such as headache remedies, indigestion cures, and similar products. In business school, Marsha had worked with a personal computer in her MBA program and was happy to see that General America had a local area network (LAN) for the marketing department subscribed to several different services that provided sales results for over-the-counter drugs. Some of her fellow workers had private databases, and a few even keyed data into their PCs from lengthy printouts they had purchased. Marsha feels that there must be a better way to conduct market research, particularly given the fact that the department has a LAN with a lot of capacity. What solutions to this problem can you recommend? ANS : I will recommend a Comprehensive Marketing Information System. Kotler’s define a marketing information system as a continuing and interacting structure of people, equipment and procedures to gather, sort, analyze, evaluate, and distribute pertinent, timely and accurate information for use by marketing decision makers to improve their marketing planning, implementation, and control”. It will have four ...
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