Fibre Fashion: Report on Information System Design and Implementation

This report examines the information system challenges faced by Fibre Fashion, a fashion company struggling with customer identification and data management within its marketing and sales operations. The current system is ineffective, hindering the ability to recognize and cater to loyal customers. The report analyzes the company's issues, including the inability to provide targeted offers and manage large datasets. It reviews the benefits of effective information systems, such as improved customer profiling, competitor analysis, and informed decision-making. The literature review highlights the importance of a robust marketing information system in the retail industry, emphasizing the need to manage customer databases efficiently. The report recommends implementing a new information system to identify prime customers, provide personalized offers, and enhance customer experience. This includes better data organization and improved marketing strategies to boost sales and customer retention. The analysis underscores the need for Fibre Fashion to utilize various marketing channels and customize campaigns to understand and meet the needs of its loyal customers.

Foundation of
information system

Table of Contents
INTRODUCTION...........................................................................................................................3
Background to the Issue...................................................................................................................3
Analysis of literature review ...........................................................................................................5
Recommendation.............................................................................................................................7
CONCLUSION..............................................................................................................................10

INTRODUCTION
An information system can be defined as a system that is basically designed in order to
collect, process and store information. All organisations require a system wherein they can keep
a record of the different activities that are carried out within the workplace in order to identify
the cause of a particular problem and appropriate solutions to the same. Effective information
system can help the management in making effective decisions instantly (Bălăşescu, 2019).
Apart from this, an organisation can also use information systems to store data as well as various
important documents. This report is based on the organisation, Fibre Fashion which is a company
operating within the fashion industry. The company has been facing issues with its marketing
and sales. It is looking for appropriate solutions to the same. The report includes an information
system design which will assist with its business. The report includes identification of a
particular issue that the company has been facing as well as appropriate solutions to it.
Background to the Issue
Today, customers have high expectations from brands they buy products from. This can
be in the form of costs, quality and so on. In order to do so, a company adopts various measures
which help in ensuring that different business problems are eliminated. In context to this report,
Fibre Fashion, a fashion organisation is facing issues with identifying its prime customers. The
company is not being able to identify customers who purchase its products regularly. It is
important for the marketers of the respective company to identify these customers (Koser,
McGregor, and Wert, NCR Corp, 2020). This will help them in formulating effective strategies
and implement the same in order to serve the prime customers in a much more effective manner.
The current database or information system that the company has been using, is not effective.
Due to this, the company is facing various issues.
Apart from this, the company has also been facing issues with not being able to provide
offers and discounts to the customers who are loyal to it. The current database of the company
does not allow the company to organise and save feedbacks that are provided by the customers.
Although, the company aims to understand the concerns raised by the customers and identify the
ones who have been loyal to it, it has not been able to do so. Also, since the sales of the company
are high, the amount of information available to it is huge. The database that the company is
using is not able to separate and manage the large amounts of data. There are many benefits of

using effective information systems. They allow the marketers within the company to understand
the different customer profiles and their purchasing habits.
In context of Fibre Fashion, the company can implement marketing information system
in order to maintain the profiles of different customers and also, analyse the performance of
competitors. This will lead the company to make more informed decisions and also, forecast the
demand. Not only competitors, the company can also formulate effective strategies and
implement the same based on different situations. Marketing Information Systems allow an
organisation to monitor the performance of the market. This will help the company in
understanding the products for which demand has increased (Kirkby, and et.al, 2019). As a
result, the company will be able to fulfil the same. The major benefit of implementing an
appropriate information system is that the company will have access to information that is
required in order to do any task effectively. This is because the information system will maintain
useful records that are related to marketing as well as sales.
But there are also certain limitations of information systems if they are not implemented
effectively. The implementation stage requires an investment of a lot of time as well as costs.
Also, a lot of reliance on marketing information system can lead to missing marketing trends
within the market. Fibre Fashion has been facing issues with not being able to identify and
address the needs of its loyal customers (Muryono, 2019). Due to this, they have started drifting
to competitor brands. If the expectations of loyal customers from the brand are high, the
company will have to equally invest in efforts made by it to market the products. This will help
the company in retaining the trust of the customers as well as attracting new ones who will be
interested in buying the company's products.
It is important for the company to ensure that the available sources are utilized in an
effective way. This is because if the company fails to do so, there will be a decline in the overall
performance as well as productivity. In order to identify the prime customers, it is also important
for the company to make use of various marketing channels (Shkeer, and Awang, 2019). The
company can also conduct marketing campaigns. Apart from this, the company can also
customise its different marketing campaigns. This will not only help it in identifying the
customers who are loyal to it, but also make sure that they consider buying products from it
again. Therefore, this is the major issue that the company has been facing related to its
information systems and ideas that it can adopt in order to overcome the same.

Analysis of literature review
Fibre fashion is an organisation which provides clothing and apparels to people. There
are different databases which a company can use to improvise it's efficiency of working. As the
number of customers are increasing, there is need to manage the database of all customers for
managing efficiency (Tonny, Palash, and Moniruzzaman, 2019). As globalisation has increased
in the retailing industry, there is need to have good and effective marketing and sales database.
Information technology can play an important role within the management of complex retail
operations. The information systems of marketing are defined as frameworks that are required
for managing, processing as well as accessing data. This is defined as sharing of data and
information by the key departments. These are used within integrated system based in
association with the technology. The main factor within the retailing sector is that information
from such type of system is helpful for making good marketing decisions. The marketing
information system is termed as system that is used for describing such system. There is need to
manage the information system in order to analyse the number of potential customers that a
company is having. There is need to have effective functioning of the information system so that
it is easy to identify the potential customer and increase sales of company (Valentine, and et.al,
2019). There is need for improvement in the management information system with spreadsheet
for IT and Ops so that value can be generated for managing reports of the marketing and sales.
Issues in present marketing information system
There is need for all companies to be competitive within the business environment. For
doing so, there is need to have proper marketing information system. The main problem which is
faced by Fibre Fashion is that this company was not able to make effective marketing decisions
by using the present information system. The marketing executives were seen to initiate no
additional requests and some of them have asked about information about prime customers. The
information system in company helps to provide the best marketing solutions. In this system, it is
easy to identify information regarding the prime customers. This is helpful for managing the
work in effective manner and meet the potential requirements of clients and customers
(Warhover, and et.al, 2020). The marketing information system is helpful for managing the best
marketing plans in order to work in an effective manner and reach to take good marketing
decisions.

New information system for identifying prime customers
Customer experience is defined as the way by which industry is providing the best and
high quality products and services to customers. There is need to effectively manage the
effectiveness of working by using the new marketing information system. This is helpful for
identifying prime customers and provide them attractive discounts and offers. This helps to
manage the effectiveness of reaching potential customers and maintaining good profit ration for
the company. There is need to evaluate the customer experience so that marketing decisions are
made in an organisation.
The Fibre Fashion is going through an issue within Spreadsheet (Information system),
this is used by them for storing the data related with sales but this is inefficient as it do not
provide clear information and the different colours used within this have relevant meaning. But
in this case, it becomes complicated, this is due to the fact that there are different colours and for
each customers they are illustrated within the same sheet. This creates huge complications like it
becomes difficult to pretend the end result like whether customers have opted for particular
service or product from the Fibre Fashion or not. It becomes difficult to analyse the overall
performance of the organisation as there might be around 500 visitors to the website in a day
which and for each if these colours are used then who have brought project who have seen & not
brought makes it difficult. This may not be found difficult in this case as visitors are less but in
case if there are 5000 visitors or more then this, then it will make it difficult for them to look at
each and then analyse the final results or formulate hypothesis is not an easy task. Therefore, it is
important that relevant database is used.
The other issue is that all the customers are listed which will make it difficult for them to
provide additional benefits like discounts, offers and many other aspects which will further lead
to creation of pessimistic impact on their overall operations. This is due to the fact that all the
clients are illustrated below even they have taken up the project or not, whether they have placed
and then cancelled the order. They must not be placed in the same excel sheet as it makes it
complicated for getting into a end result. Like marketing activities are dependent on their
offerings and in case if the analysis is not made in context of what their customers prefer more
then it will be next to impossible for them to sell their products. An example can be taken to
understand this aspect like Fibre Fashion, has carried out campaign with respect to the product

that is not liked by the users then this will not lead them to grab attention of their potential
customers.
Benefits of new marketing information system
There are different benefits that a company has while managing the information system within an
organisation. This provides help to manage the data and formation related to customer and
achieve success. By using the information system, it will be easy to manage the integrated
information of customers effectively and maintain to meet the prime customers. All the team
members within the marketing department ar3e able to manage the handling of better
communication as it helps in developing and creating effective communication. This will allow
to distribute relevant information and data about prime customers to all departments in an
effective manner. This allows to have effective information system and minimise the error risk.
Employees have to spend more time on managing the prime customers and providing them
effective offers and discounts.
Recommendation
Information system refers to set of entities that are utilised for gathering, creation,
storage, processing along with transmission of information that comprises of hardware &
software, system users as well as data itself. This imply complementary networks which denotes
people as well as firm for usage for collecting, filtering, processing, creating and distribution of
information within the organisational settings.
There are certain problems that are being faced by Fibre Fashion while delivering their
services within the marketplace. It becomes important for the organisation to make sure that they
are able to identify these issues before it becomes bottleneck which will further make it difficult
for them to sustain within the marketplace. This implies that through identification of problem
and utilisation of respective solution for dealing with this. The database of Fibre Fashion is
provided which provides different options for users to enter details like trading name, company,
name, contact address and many more aspects. They will place the order and accordingly invoice
will be created which is a simple database. Along with this, critical information system that is
utilised by Fibre is spreadsheet which is responsible for keeping details related with clients along
with PER brand and different brands will be provided. The excel sheet provided is not effective.
The spreadsheet provided provides the details associated with new client, orders placed then
cancelled, viewed but order is not placed, order to come, cancellation, sales or return, viewed

look book, sent pack, appt and not interested to see. This clearly states that, the excel inefficient
the reason behind this is that the data is provided on individuals basis but on the whole number
of orders that have been cancelled or any other aspect is provided individually. This cannot be
considered as apt while formulation of decisions. The reason behind this is that while
formulation of decisions or making analysis if 1000 people have visited the site of Fibre Fashion
then executives needs to take into consideration all the aspects like people who have cancelled,
visited, etc. The reason behind this is that it will make it easy to analyse like different colours are
used within the excel sheet to illustrate them in context of BUD, W19, Res `8, SS18, AW18, Res
17, SS17. Then will become difficult for carrying out analysis. The problem that is found is that
there customers are not highlighted in context of whether they bought the project, cancelled it,
etc. The emphasis has to be laid on providing special offers to people who have who are their
usual customers, sometimes opt for their services and visit their site. But this is not provided by
their existing information system. This implies that Fibre Fashion have to opt for relevant
Information system through which overall sales can be amplified. It is very important for the
informton technology systems to identify the prime customers and clents.
Firms have opted for carrying out different marketing strategies for reaching to new
heights within the competitive environment. For this they opts for integration of social media
within their marketing mix or telemarketing tactics. Along with this, database marketing is one
of the critical technique that is being used by firms for improvisation of return on investments as
well as building up brand value around the world. For this, firms needs to manage valuable
datasets as well as outsource their management aspects. Through preservation of precise
information within the database, multi-channel promotional campaigns can be organised
flawlessly. Furthermore, this data can be utilised within extensive areas like querying,
prospecting, profiling and customer segmentation. Fibre Fashion can segment their customers on
the basis of demographics but in this case emphasis must be also laid on their existing customers.
Like other strategies that are being utilised within the marketing, then database comprises own
set of vantages as well as challenges. The basic dataset do not needs high budget but the cost
keeping will lead to effective service delivery to the prime customers.
Along with this, information system introduces as a formal, organisational and sociotechnical
system that is designed to gather, process, store and distribute information about the business.
This system will helps an organisation by improving their performance and productivity level.

There are some benefits of information and its effectiveness to the Fibre Fashion. These are
better communication, reduced risk of errors, greater productivity etc. All these are consider
biggest advantages of using information system. This will also support an organisation by
attracting large number of customers and also retaining employees for longer time period. There
is some recommendations to the Fibre Fashion in improvement of their business performance
through information system. These are:
Development of training program: This is a best recommendation to the Fibre Fashion
because it will helps them in increasing knowledge about the information system and ways for
using this in the organisation. For this, Fibre Fashion must conduct training program and involve
their employees who has lack of knowledge and understanding about the information system. By
providing training to the employees, Fibre Fashion can easily operate information system that
results in higher profitability, increased business performance etc. Therefore, providence of
training to the employees about the information system will be essential in development of its
growth and success.
Utilisation of better resources: This is another and effective way for Fibre Fashion in its
business. For this accurate database supports company in performing multi-channel campaigns in
successful manner. In order to improve business performance, it is always necessary for an
organisation to make the effective campaign in creative and cost worthy manner. In order to
implement information system within an organisation, Fibre Fashion must require a high skill
set as well as proper resources. Along with this, utilisation of resources are important and useful
for company in doing business activities through information system. This will also support
company in marketing of its product or services in marketplace and in customer's mind. Thus,
utilisation of resources helps company in development of its growth as well as success within
limited time period.
Focus on data quality: This is another important way for Fibre Fashion in its business
success. Quality of data has more essential within an organisation as compare to its quantity. It is
essential and important factor that must be consider by Fibre Fashion before planning its usage
industry-wide. Maintaining an accurate as well as verified data or information in the database
supports the marketers to reach right target at the accurate time. It saves time along with cost as
well as the marketing effort of an organisation. So, it is extremely advisable to clean the database
and also keep it up-to-date always.

CONCLUSION
From the above report, it can be concluded that information systems are an important
component for an organisation as it enables it to make informed decisions and ensure that all of
the important information is stored properly. This is because storing information is one of the
most crucial things for organisations. Not only this, they can help a business in overcoming
various problems like identifying prime customers as well as attracting potential customers. The
company can easily keep a record of its different activities like financial transactions, sales,
marketing etc. Information systems also facilitate forecasting and analyse how different actions
affect the company on the whole. There are different information systems that an organisation
can use based on the information. They allow the business to run its various business activities in
an efficient manner and ensuring that organisation performance is maintained.

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