Marketing Analysis: EIS, Coca-Cola, and Data Governance

This assignment presents a marketing analysis focusing on two key areas: executive information systems (EIS) and Coca-Cola's marketing strategies. The first part examines the design, implementation, and problems associated with EIS, including issues like irrelevant data, complicated user interfaces, and data standardization. It details the improvements made by the CIO, the benefits of the new IT architecture, and the advantages of data governance. The second part analyzes Coca-Cola's use of point-of-sale (POS) data, the company's efforts to create positive customer experiences, and the importance of a trusted view of data. It also explores the Black Book model, a complex decision-making tool used by Coca-Cola, and its strategic benefits in blending orange juices. The analysis draws on references to support its findings, providing a comprehensive overview of the topics discussed.

Running head: MARKETING ANALYSIS
Marketing Analysis
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1MARKETING ANALYSIS
Chapter: 2
Why was an EIS designed and implemented?
The executive information system (EIS) system was originally designed to provide the
manager of the organization internal as well as external with key performance indicators
(Laudon & Laudon, 2016). It was implemented with the KPIS system (Key performance
indicator) for the tracking of the data and products of the organization.
What problems did executives have with the EIS?
The problems of the executive information system (EIS) was that it had too Much
Irrelevant Data and could not be analyzed properly also the system had a Complicated user
interface for the users making it impossible to read by the users.
What were the two reasons for those EIS problems?
As the data was not standardized, it produced irrelevant data and repeated data. And the
executives would not easily review the system as short screen was packed with too much data
prohibiting to get the entire required data. It also had a delaying data time and loading errors.
How did the CIO improve the EIS?
The CIO worked with a design team to develop the interface and standardize the data
format. The new interface became business driven instead of the previous financial reporting
driven, which was easy to modify eliminating the time and cost issue.
What are the benefits of the new IT architecture?
The new architecture of the system has
 Improves decision quality, helps in providing accurate and complete data.

2MARKETING ANALYSIS
 Improved accuracy and reliability of data.
 Reduces the risk of the noncompliance of data.
 Reduces the cost and time of controlling the data.
What are the benefits of data governance?
 Better decision-making quality: Increases the data decision making quality.
 Operational efficiency: Improve the operational data part of the organization
 Improved data understanding: Helps to understand the data as it is represented in
a standardized manner easily readable way (Manso, 2015).
 Greater data quality: As the data are stored in a standardized way, improves the
quality of the data.

3MARKETING ANALYSIS
Chapeter:3
Why is it important for Coca-Cola to be able to process POS data in near real time?
The point of sale data is a much important issue for the coca cola because it helps the
organization to handle huge volumes of data for analyzing critical data about products and
services ("Coca-Cola Australia, New Look - Same great feeling. Discover our brands and stay up
to date with the latest news and special events.", 2018). POS data captured from the retail
channel helps in creating the profiles of the customers and helps keeping planned record.
How does Coca-Cola attempt to create favorable customer experiences?
Coca cola creates favorable teste blend for different customers at different locations,
more than 600+ recipes in only the orange drinks in accordance to the customer, weather of the
area and expected crop yields. This increases the number of the customers, as they get what they
want.
What is the importance of having a trusted view of the data?
With the trusted view model, the database of the organization is centrally accessible via
shared platforms. The data ware house
creates a reliable interpretation of customers, transactions and sales enabling Coca-Cola to retort
swiftly and precisely to changes in marketplace circumstances.
What is the Black Book model?
In order to make better decision-making model, the Black book model was designed. The
model comprises of combined detail data of 600+ flavor data that can be mixed with oranges in
at perfect climate, client preferences, expected cost densities, regional consumer predilections,

4MARKETING ANALYSIS
and acidity or sweetness rate, comprising are also included in the black book with reference to
variables and uncertainty (Wang, Kung & Byrd, 2018).
Explain the strategic benefit of the Black Book model.
The black book model consists of specification on how to blend orange juices to create a
consistence taste. This archetypal is one of the utmost intricate decision-making model ever
developed for business analysis. The model requires the analysis of more than 1 quintillion
(10E18) decision variables in order to consistently distribute the optimal combination.

5MARKETING ANALYSIS
References:
Coca-Cola Australia, New Look - Same great feeling. Discover our brands and stay up to date
with the latest news and special events. (2018). Coca-cola.com.au.
Laudon, K. C., & Laudon, J. P. (2016). Management information system. Pearson Education
India.
Manso, M. P. V. S. (2015). Point of Sale (Doctoral dissertation, Universidade Europeia-Laureate
International Universities).
Wang, Y., Kung, L., & Byrd, T. A. (2018). Big data analytics: Understanding its capabilities and
potential benefits for healthcare organizations. Technological Forecasting and Social
Change, 126, 3-13.