Market Analysis with Business Intelligence System for Marketing Planning
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 Bu...
| Main Authors: | , , , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
MDPI AG
2023-02-01
|
| Series: | Information |
| Subjects: | |
| Online Access: | https://www.mdpi.com/2078-2489/14/2/116 |
| _version_ | 1797620366334492672 |
|---|---|
| author | Treerak Kongthanasuwan Nakarin Sriwiboon Banpot Horbanluekit Wasakorn Laesanklang Tipaluck Krityakierne |
| author_facet | Treerak Kongthanasuwan Nakarin Sriwiboon Banpot Horbanluekit Wasakorn Laesanklang Tipaluck Krityakierne |
| author_sort | Treerak Kongthanasuwan |
| collection | DOAJ |
| description | 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. |
| first_indexed | 2024-03-11T08:40:15Z |
| format | Article |
| id | doaj.art-ea8fe6342fd644459ba28fa89a037ad3 |
| institution | Directory Open Access Journal |
| issn | 2078-2489 |
| language | English |
| last_indexed | 2024-03-11T08:40:15Z |
| publishDate | 2023-02-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Information |
| spelling | doaj.art-ea8fe6342fd644459ba28fa89a037ad32023-11-16T21:12:32ZengMDPI AGInformation2078-24892023-02-0114211610.3390/info14020116Market Analysis with Business Intelligence System for Marketing PlanningTreerak Kongthanasuwan0Nakarin Sriwiboon1Banpot Horbanluekit2Wasakorn Laesanklang3Tipaluck Krityakierne4School of Bioinnovation and Biobased Product Intelligence, Faculty of Science, Mahidol University, Bangkok 10400, ThailandCompact International (1994) Co., Ltd. (Head Office), Khao Yoi, Phetchaburi 76140, ThailandNational Science and Technology Development Agency (NSTDA), Thailand Science Park, Pathum Thani 12120, ThailandDepartment of Mathematics, Faculty of Science, Mahidol University, Bangkok 10400, ThailandDepartment of Mathematics, Faculty of Science, Mahidol University, Bangkok 10400, ThailandThe 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.https://www.mdpi.com/2078-2489/14/2/116business intelligencemarketing mixbusiness analyticregressionproduct life cycle |
| spellingShingle | Treerak Kongthanasuwan Nakarin Sriwiboon Banpot Horbanluekit Wasakorn Laesanklang Tipaluck Krityakierne Market Analysis with Business Intelligence System for Marketing Planning Information business intelligence marketing mix business analytic regression product life cycle |
| title | Market Analysis with Business Intelligence System for Marketing Planning |
| title_full | Market Analysis with Business Intelligence System for Marketing Planning |
| title_fullStr | Market Analysis with Business Intelligence System for Marketing Planning |
| title_full_unstemmed | Market Analysis with Business Intelligence System for Marketing Planning |
| title_short | Market Analysis with Business Intelligence System for Marketing Planning |
| title_sort | market analysis with business intelligence system for marketing planning |
| topic | business intelligence marketing mix business analytic regression product life cycle |
| url | https://www.mdpi.com/2078-2489/14/2/116 |
| work_keys_str_mv | AT treerakkongthanasuwan marketanalysiswithbusinessintelligencesystemformarketingplanning AT nakarinsriwiboon marketanalysiswithbusinessintelligencesystemformarketingplanning AT banpothorbanluekit marketanalysiswithbusinessintelligencesystemformarketingplanning AT wasakornlaesanklang marketanalysiswithbusinessintelligencesystemformarketingplanning AT tipaluckkrityakierne marketanalysiswithbusinessintelligencesystemformarketingplanning |