marketing information system – case of serbia · marketing information system – case of serbia...

MARKETING INFORMATION SYSTEM – case of Serbia

Forest Products Forest Products Forest Products Forest Products Market Market Market Market

InformationInformationInformationInformationSystemsSystemsSystemsSystems

Presentation by:

Prof. Dr Branko GlavonjićFaculty of Forestry of the Belgrade State University

SERBIA

Third Annual Regional Wood Products Marketing Seminar

7th December 2007, Sarajevo, Bosnia and Hercegovina


Dr Branko Glavonjić, Associate Professor, Faculty of Forestry, Belgrade slide 2

Content of presentationContent of presentation

• Introduction –why MIS is needed??

• Examples of various MIS for wood products in Serbia

• How to form unique MIS for wood products: case of Serbia

• Conclusions



WHY Marketing Information System?

• Out of several reasons:

- All most significant information on one place-single source!

- Availability to wide scope of users!

- other



There are several functions of MIS, the following are the most important:

• data collection in an efficient way, data processing and transformation into information, and information further into knowledge;

• to provide business decision makers with relevant, appropriate, correct and timely information!!!

MIS Function?



The phrase Marketing Information System consists of three basic elements:

- Marketing

- Information

- System

MIS Structure?



I. INFORMATION

- Information is processed data organized in such a manner to have certain meaning and value for the user.

MIS Structure?



I. INFORMATION

- Relationship between data and information can be treated as the relationship between raw material and finished products.

MIS Structure?



I. INFORMATION

For information users it is of great importance for the information to:

- Be available in the appropriate form;

- Be timely (most often, information is needed immediately!!!);

- Be correct;

- Contain an element of surprise, namely, something was previously unknown;

MIS Structure?



State Bureau for Statistics

Information on Forestry and Wood Processing in Serbia



Chamber of Commerce




Iznalo;

Information on WoodProcessing in Serbia



Information on Wood processing in Serbia



Faculty of Forestry

Information on Forestry and Wood Processingin Serbia




Information on the prices of other wood products: not publicly available!!!



General characteristics of information on timber and wood product market in Serbia:

- Low level of accuracy of the majority of public sources,

- Out-of-date (even up to several months)

- Uselessness




Content of MIS in Serbia



Information from member companies

Production, roundwoodsales, prices,capacity,

environmental information

Roundwoodstat,Excel

Information from partners

Export and import,economics,

country specific information,building

Custom statistics,Organisations,

Research institutes Consults, Buyed information

systems

Information frompublic sources Market information,

Development trendsInternet services

Magazines and reviews

Data sources



User

User

User

UserUser

User

Metadata Metadata Metadata Metadata

$

Information SeverHost of resource

discovery, analysis and visualization tools

•Information Server

•Data/information

• Data Provider

• Metadata

Internet

Dat

a P

rovi

der

Metadata

Metadata

Metadata

Data Provider

Data P

rovider

Ministry

Data Provider

Unique MIS for Wood Products in Serbia/Concept of MIS

Target



The features included in a MIS• MIS should be started from simple - monthly collection of sales

transaction data (quantity + price by assortment) and calculation (and dissemination back to data providers) of average prices.

• Further data are supplemented with felling, export import data and analysed quarterly - this gives a picture of total supply/demand situation.

• Dissemination is a key also, i.e. After primary data collection, some consolidated information must go back to those doing real business.

• Monthly (MEC naujienos) or/and quarterly publications putting together key trends and forecasts + trends in neighbouring countries help(ed) to get a trust from primary data providers and stop their feeling that they are sending data but not getting anything back.



• I. In order to be attractive for users, it must offer them advantages:

– one of these advantages – higher price.

– to get higher price they need to know prices, supply

– and demand trends in the market - this helps to negotiate with buyers.

– as state forests had well functioning system already, it was simply adopted to cooperating private forestry companies

INFO SERBIA WOOD

Content of statistic service



INFO SERBIA WOOD



Conclusions:

Thank you!

more: [email protected]

Availability of well timed market information + sufficient data coverage = goodbussiness decisions

marketing information system – case of serbia · marketing information system – case of serbia...

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