Improving the Management Marketing Information System in Viettel Corporation

Shu -Te University College of Informatics Graduate School of Information Management Master Improving the Management Marketing Information System in Viettel Corporation Student：Nguyen Thu Hien Advisor：Dr Jia-Rong Wen Dr Nguyen Huu Chau February, 2011 Improving the Management Marketing Information System in Viettel Corporation Student：Nguyen Thu Hien Advisor：Dr Jia-Rong Wen Dr Nguyen Huu Chau A Thesis Submitted to the Graduate School of Information Management College of Informatics Shu-Te University In Partial Fulfillment of the Requirements For the Degree of Master of Science in Information Management February 2011 Department of Information Management, Shu-Te University Improving the Management Marketing Information System in Viettel Corporation Student：Nguyen Thu Hien Advisor: Dr Jia-Rong Wen Co-adviser：Dr Nguyen Huu Chau ABSTRACT Although there have been many studies on the role and results of application of MIS application in the firms, especially on the role of application MIS in decision making process, not so many research or studies work on a specific case of application the MIS in marketing activities in a typical firm The motivation of this paper is therefore to study the role of a Management Marketing Information System in the specific case of Viettel Corporation, a leading telecommunication service provider in Vietnam Through qualitative research, the study looks at the MIS implementation process at Viettel, the system‟s benefits and difficulties, and attempts to draw a number of i conclusions as well as implications to other Vietnamese corporations who would be interested in applying MIS systems for their marketing operations Keywords: MIS, MkIS, MIS implementation ii Acknowledgements I would like to take this opportunity to express my gratitude to all those who have helped and support me during my MIS course and study First of all, I would like to express my deepest gratitude to my advisors, Prof., Doctor, for their generous guidance and patience to me during the period of my thesis writing Their advice has been are extremely valuable for me to finish my thesis I would also like to express my sincere gratitude to all the professors as well as faculty members in Department of Information Management for being my teachers, friends, and advisors Special thanks also go to my friends, classmates and colleagues, and most importantly my family, who are always there for me with countless warming love and care, who has given me the greatest support and encouragement, so that I can keep concentrating on my time study Nam Dinh, Viet Nam, 2011 Nguyen Thu Hien iii Table of Contents ABSTRACT i Acknowledgements iii Table of Contents iv List of Tables vi List of Figures vii Chapter Introduction 1.1 Research Background 1.2 Research Significance 1.3 Research Motivation 1.4 Research Procedure 1.5 Scope of Research Chapter Literature Review 10 2.1 History and Evolution of Management Information System (MIS) and Management Marketing Information System (MkIS) 10 2.2 Management Information System (MIS) and Management Marketing Information System (MkIS) 18 2.2.1 Management Information System (MIS) 18 2.2.2 Management Marketing Information System (MkIS) 22 2.3 Similar Previous Studies 26 2.4 Application of MkIS on Firms in Vietnam 27 2.4.1 Role of Application of MkIS in Firms 27 2.4.2 Current Situation of Application of MkIS in Firms in Vietnam 30 2.5 Case Study Methods 33 Chapter Research Methodology 35 3.1 Research Approach 35 3.2 The Case Company 36 3.3 Research Design 38 3.4 Data Collection and Analysis 40 3.5 Design of Questions for Interviews and Questionnaires 43 iv 3.6 Limitation of the Data Collection 49 Chapter MKIS in Viettel Corporation 51 4.1 MkIS in Viettel Corporation 51 4.1.1 Marketing Activities in Viettel before the Application of MkIS 51 4.1.2 Implementation of Management Marketing Information System in Viettel Corporation 54 4.1.3 Results of Application of MkIS in Viettel Corporation 67 4.2 Achievements of Management Marketing Information System in Viettel Corporation 72 4.3 Assessment of MkIS in Viettel Corporation 72 4.4 Difficulties in Applying Management Marketing Information System in Viettel Corporation 76 4.5 SWOT Analysis of Marketing Activities in Viettel Corporation 79 Chapter Conclusion and Solutions 82 5.1 Research Findings 82 5.2 Implication 82 5.3 Suggestions for Future Study 86 5.4 Conclusion 87 REFERENCES 90 Appendices A: List of Interviewees 99 Appendices B: Questions 101 v REFERENCES [1] O‟Brien, J (1999) Management Information Systems – Managing Information Technology in the Internetworked Enterprise Boston: Irwin McGraw-Hil [2] Chris Argyris, Organizational learning and management information systems, , Harvard University, USA, 1982 [3] Kotler, Philip; Keller, Kevin Lane (2006) Marketing Management (12 ed.) 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Telecommunication Co., Ltd Nguyen Bich Tra PR of Vinh Trinh Mobile Co., Ltd Dinh Thu Huong Marketing Manger of Tan Phat Co., Ltd Nguyen Thu Hang Marketing Executive of Tran Anh Co., Ltd From Competitors Vice Director of Sales and Marketing Department of Bui Tien Son VNPT Hoang Ngoc Linh Sales Director of EVN From Sales & Marketing Department Dinh Anh Tuan Vice Director of Marketing and Sales Section Bui Nhat Minh Vice Director of Customer Service Section Pham The Chung Deputy Manager of Sales & Marketing Nguyen Thi Hoang Deputy Manager of Sales & Marketing Ly Thu Thuy Officer of Sales & Marketing 99 Do Thu Hang Officer of Sales & Marketing Tran Thi Lien Officer of Sales & Marketing Nguyen Thi Ha Officer of Sales & Marketing Dinh Thi Thuoc Officer of Sales & Marketing 10 Nguyen Thu Hien Officer of Sales & Marketing 11 Nguyen Thi Xuyen Officer of Sales & Marketing 12 Hoang Dat Officer of Sales & Marketing 13 Nguyen The Hung Officer of Sales & Marketing 14 Nguyen Hong Quyet Officer of Sales & Marketing 100 Appendices B: Questions No Question Interviewees Most significant content 1.1 What you know about MkIS software? MkIS can make help the user to find the 1.2 In your opinion, what does MkIS make benefits and effects for organization? Sales and Marketing staffs 1.3 What are difficulties necessary information more quickly and precisely 19 out of 19 sales and marketing staffs and managers agree that MkIS can and problems of MkIS software application? save a lot of time to find the documents and get the necessary information  MkIS system can provide the users with not 1.4 How does applications the only the change of price market itself, but MKIS software to support also can provide the historical statistics as your work? well as the expectation of price change in 1.5 Do you need further training the future This extracted data can be used as on the MkIS to improve your the good basis for the planning for the future daily works? If yes, what is it? strategy All respondents whose work is 2.1 In your opinion, what does related to planning find this a considerable MKIS make benefits and effects for organization? advantage  with MkIS‟s statistical and time series and treatment data integrated in the system, the problems of MkIS software user can have a full, systematic and application? comprehensive result of difficult analysis 2.2 What  With systematic record of the database, are difficulties Sales and 2.3 How many customers were such as the buying patterns and preferences Marketing managed at the office before of the customers, which is impossible for a Middle applying MKIS software? manual managers 2.4 How does applications the MKIS software to support system This is particularly important to of the Middle Managers  All respondents whose work is related to campaign implementation agree that MkIS your work? 2.5 In your opinion, how efficient is data collection after MKIS deployment? can help in launching out any marketing and sales campaign to attract its customers  MkIS will help control Marketing information systems without spending too 101 No Question Interviewees 2.6 What is the Most significant content process of much time and detention costs, which only proposing a new marketing put out some initial cost that the network strategy in your Corporation? infrastructure, along with computer equipment is in the company Respondents who are in management or accounting positions agree  Data has to be updated in real-time, all respondents find this a problem for users  the system use the sophisticated data analysis and modeling tools, it therefore requires the users to have sufficient business knowledge and IT skills Only staff and middle managers are confident about using them, and only one is confident that average users can utilize them  A radically new IT system always meet resistance from certain groups in an organization All respondents recognize this issue in their units 102 No Question Interviewees Most significant content 3.1 What components of a MKIS  MkIS system can provide senior managers software is applied in your with not only the change of price market Corporation and the estimate itself, but also can provide the historical of the cost for saving profile statistics as well as the expectation of price before the MKIS software change in the future This extracted data can application? be used as the good basis for the planning 3.2 How is MKIS system being deployed in the organization? 3.3 Does Applying MKIS whose work is related to planning find this a considerable advantage software support organization  with MkIS‟s statistical and time series improve efficiency of job treatment data integrated in the system, the performance of staff? user can have a full, systematic and 3.4 When applying software, of for the future strategy All respondents such as the buying patterns and preferences Sales and changed in the plan of human of the customers, which is impossible for a Marketing resources, financial plan and manual marketing important to both Senior Managers Managers will comprehensive result of difficult analysis be Senior which MKIS strategies in organizations? system This is particularly  MkIS can provide the customers with a 24/7 3.5 How does MKIS application services through the automatic help desk affect the business strategy? system Both senior managers believed this 3.6 In your opinion, how efficient to increase Viettel‟s service value to is data collection after MKIS deployment? 3.7 What are difficulties you face in the deployment of MKIS software? 3.8 What is your view about the customers  Data has to be updated in real-time, all respondents find this a problem for users  the system use the sophisticated data analysis and modeling tools, it therefore performance of the requires the users to have sufficient business Corporation after MKIS knowledge and IT skills Both senior software deployment? managers are confident about using them, but only one is confident that average users can utilize them 103 No Question Interviewees Most significant content  A radically new IT system always meet resistance from certain groups in an organization Both respondents recognize this issue 4.1 How long have you corporate with Viettel Corporation? services through the automatic help desk 4.2 What are your assessment on system All customer respondents find this the customer services delivered by to increase Viettel‟s service value Viettel Corporation to your Company? 4.3 How are the improvements in Customer  MkIS can provide the customers with a 24/7 the quality of the services of Viettel Corporation? 4.4 How you think about the marketing campaign of Viettel Corporation in recent years? 4.5 What you think about the limitations of the Viettel‟s services? 104 ... System in Viettel Corporation Student：Nguyen Thu Hien Advisor：Dr Jia-Rong Wen Dr Nguyen Huu Chau A Thesis Submitted to the Graduate School of Information Management College of Informatics Shu- Te. .. integration of the data oriented systems and the model oriented systems An assessment of our current usage of management information systems recommend that we have not nearly controlled the potential of. .. capabilities of various systems, they were devoid of the wanted characteristics of a growing concept describes as decision support systems (DSS) These systems were also known as Executive Support Systems,