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Services Marketing And Relation Marketing

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This assignment will deal with the knowledge and information that the organizations in the modern world collects so that it helps them in making the decisions in a proper way. The use of MIS, DSS, EIS and ES are the technologies that help the organization in taking effective decisions.

MIS, DSS, EIS and ES methods

The Management Information System (MIS) helps the management at different level to take effective decisions so that problems can be solved within the organization. In most of the organizations, it is seen that decisions need to be made on the issues that are occurring within the company on a regular basis so that the organization can function in an effective manner (Mora et al. 2016). According to Liem, Semiawan and Chandra (2015), the main characteristics of this system is that it is oriented towards the management, which means that the efforts that are required for the development of the informational system needs to be started by the management so that the objectives of the business can be achieved.

Decision Support System (DSS) is the type of information system, which is computerized and help in supporting the business by helping the organization to take effective decisions. It is an interactive software that helps the decision makers to combine all the information that is available as raw data, which helps in the decision-making process. It can also be defined as a system, which acts as a tool for the managers in solving the problems that are unstructured or semi-structured in a professional manner (Nursal, Omar and Nawi 2014). The main characteristics of this system are that it enables groups to take effective decisions regarding a particular task so that the organization can benefit through it.

According to Foster (2016), Executive Information System (EIS) is used by top level managers in the organization so that it can help in maintaining a proper network of communication within the internal environment of the organization so that the competency level of the workplace can increase to a large extent. The primary characteristics of this system are that it helps in accessing the external and internal data as well. It provides access to the information and gives direct access to the reports that are made by the management of the organization.


Impact of technology on decision-making

According to Siemens (2014), technology has made a direct impact on the decisions of the organization in a positive manner. Most of the organizations have found its use in the information technology systems, as they have developed and has been accepted within the organization in a readily manner. The organizations have found that with the use of these systems, it can affect the decision-making capability of the leaders in the organization. The use of DSS within the organization has helped the organizations in combining the data so that it can be analyzed, which will help in making the decisions within the organization in an effective manner. Pettigrew (2014) has stated that the implementation of DSS can be categorised in to GDSS (Group Decision Support System) and ESS (Executive Support System) and the process of data mining can be seen as a branch of DSS as well. While ESS is used at the strategic level for the decisions to be taken, the use of DSS is more focussed on the organizations.

The use of data warehouse, which is also known as database for customer knowledge helps the organization in retaining the customers and marketing of the organization through the use of proper decisions. The use of the software known as Enterprise Resource Planning (ERP) helps in providing the datas, which had to be collected for the different sources and consume more time, if not for this software.  There are different kinds of applications for ERP, which are available widely and are capable enough to help the organization in making effective decisions (Liem, Semiawan and Chandra 2015).

The use of Online Analytical Processing database (OLAP) helps the organizations and the companies in speeding up their queries so that it will help the companies in making the decisions at a faster rate. This software helps the organization in presenting the data in a better way and functions in a multidimensional way, which is absent in DSS. This helps the organizations in processing the data and take effective decisions at a faster rate so that the companies may save more time (Trevena et al. 2015).

The use of e-commerce offers the managers with various tools on the internet, which in turn helps them in the process of decision-making. The interaction between the different businesses with the help of the company websites helps the managers in gaining a better insight about the effect of decisions that it has on those organizations.


Woolworths is an Australian grocery chain, which specializes in selling groceries such as packaged foods, meat, vegetables and fruits. The company also sells magazines, DVDs and other items such as stationery goods. The company currently operates through more than 1000 stores within the country along with 968 super markets and around 19 convenience stores in the country (Methner, Hamann and Nilsson 2015).

Issues within the company

The recent failures that the company is facing are that there is a high level of entry barrier, which is existing in the Australian market. The major competition that the company is getting is from the supermarkets that are already in function within the market. The share prices of the company have fallen to a large extent, as the investors in the company are losing their confidence due to the losses that they are facing in the market (Hall 2015). After the loss of the chairperson of the company due to health complications, the company has lost its vision that they had created for the future. The loss that the company incurred due to the faulty campaigns such as ‘Cheap Cheap’, the company went on to suffer major losses, as the customers were of the belief that the company was offering cheaper products at a cheap price. The company did not adopt proper measures and softwares, which would have been of some help so that the company can take the decisions in a proper manner (Methner, Hamann and Nilsson 2015).

Conclusion and Recommendations

Thus, it can be concluded that the company needs to adopt various measures, which will help them in taking effective decisions so that they can come up with good strategies and ensure its survival in the competitive market of Australia. The use of the various tools will help the company in planning their future in a better way.

The company needs to make use of the DSS platform, which will help them in combing the previous data along with the new one so that it can be analyzed and help in forming better decisions for the company. The use of OLAP will be beneficial for the company, as it will help them in solving the queries, which may arise within the organization at a faster rate.  The decisions of the company with respect to the implementation of the new strategies, which will be beneficial needs to be done with the help of ESS so that the profitability of the firm may increase.



Foster, E.C., 2016. Towards measuring the impact of management support systems.

Hall, M., 2015. Against inequality: towards a curriculum for social and environmental innovation. In The Business of Social and Environmental Innovation (pp. 213-232). Springer International marketing Publishing.

Liem, I., Semiawan, T. and Chandra, A., 2015, October. A software system family: Learning from simple data processing to knowledge management system of research. In Information Technology and Electrical Engineering (ICITEE), 2015 7th International Conference on (pp. 24-28). IEEE.

Methner, N., Hamann, R. and Nilsson, W., 2015. The Evolution of a Sustainability Leader: The Development of Strategic and Boundary Spanning Organizational Innovation Capabilities in Woolworths. In The Business of Social and Environmental Innovation (pp. 87-104). Springer International Publishing.

Mora, M., Phillips-Wren, G., Wang, F. and Gelman, O., 2016. An Exploratory-Comparative Study of Implementation Success Factors for MSS/DMSS and MIS. International Journal of Information Technology & Decision Making, pp.1-35.

Nursal, A.T., Omar, M.F. and Nawi, M.N.M., 2014, December. An overview of emerging technologies in contemporary decision support system development. In AIP Conference Proceedings (Vol. 1635, No. 1, pp. 634-638). AIP.

Pettigrew, A.M., 2014. The politics of organizational decision-making. Routledge.

Siemens, G., 2014. Connectivism: A learning theory for the digital age.

Trevena, H., Neal, B., Dunford, E., Haskelberg, H. and Wu, J.H., 2015. A comparison of the sodium content of supermarket private-label and branded foods in Australia. Nutrients, 7(8), pp.7027-7041.


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