Marketing Decision Support System (Mdss) Case Studies on Aspsc & Mobil Oil East Africa Limited
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Date
2004-06
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Addis Ababa University
Abstract
Many marketing decisions are made in complex environments where numerous variables
are affecting the decision outcomes. Faced with these difficulties, marketing executives
seek decision aid tools like Marketing Decision Support System (MDSS). It is a tool to
utilize relevant information from business environment and return it in to basis for making
actions.
Most of the international enterprises use this MDSS to improve the effectiveness of their
decision making process. However, several of the domestic companies shy away from the
use of decision support tools. The good examples of such companies are: Akaki Spare Parts
and Hand Tools S. Co. and Mobil Oil East Africa Limited.
The main intention of this thesis is to prepare tools that assist these two companies’
marketing decision makers in carrying out their tasks. To be successful, the companies’
current working systems are analyzed in detail with reference to the surveyed literatures.
Then, selected decision problems are formulated using appropriate modeling techniques.
Finally, computer programs that match with the diagnosed situations have developed by
using visual basic computer programming language and its database by access computer
programming language.
The proposed MDSS works for four decision types, two from ASPSC and two from Mobil.
It can be further implemented to other decision types with slight modifications.
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Industrial Engineering Stream