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Market Analysis with Business Intelligence System for Marketing Planning
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Document Title
Market Analysis with Business Intelligence System for Marketing Planning
Author
Kongthanasuwan T. Sriwiboon N. Horbanluekit B. Laesanklang W. Krityakierne T.
Affiliations
School of Bioinnovation and Biobased Product Intelligence Faculty of Science Mahidol University Bangkok 10400 Thailand; Compact International (1994) Co. Ltd. (Head Office) Khao Yoi Phetchaburi76140 Thailand; National Science and Technology Development Agency (NSTDA) Thailand Science Park Pathum Thani12120 Thailand; Department of Mathematics Faculty of Science Mahidol University Bangkok 10400 Thailand; Center of Excellence in Mathematics Commission on Higher Education Bangkok 10400 Thailand
Type
Article
Source Title
Information (Switzerland)
ISSN
20782489
Year
2023
Volume
14
Issue
2
Open Access
All Open Access Gold
Publisher
MDPI
DOI
10.3390/info14020116
Abstract
The automotive and auto parts industries are important economic sectors in Thailand. With rapidly changing technology every organization should understand what needs to be improved clearly and shift their strategies to meet evolving consumer demands. The purpose of this research is to develop a Business Intelligence system for a brake pad manufacturing company in Thailand. By analyzing the relationship between market demand and supply components of the company through regression analysis and the principles of the marketing mix we develop a product lifecycle curve for forecasting product sales. The developed system increases the workflow efficiency of the case study company being able to simplify the traditional data preparation process that requires employees to collect and summarize data every time a request is made. An intelligence dashboard is subsequently created to help support decision-making facilitate communication within the company and eventually improve team efficiency and productivity. ? 2023 by the authors.
License
CC BY
Rights
Authors
Publication Source
WOS