Marketing Decision Support System (mdss) Case Studies On Aspsc Mobil Oil East Africa Limited

Many marketing decisions are made in complex environments where numerous variablesrnare affecting the decision outcomes. Faced with these difficulties, marketing executivesrnseek decision aid tools like Marketing Decision Support System (MDSS). It is a tool tornutilize relevant information from business environment and return it in to basis for makingrnactions.rnMost of the international enterprises use this MDSS to improve the effectiveness of theirrndecision making process. However, several of the domestic companies shy away from thernuse of decision support tools. The good examples of such companies are: Akaki Spare Partsrnand Hand Tools S. Co. and Mobil Oil East Africa Limited.rnThe main intention of this thesis is to prepare tools that assist these two companies’rnmarketing decision makers in carrying out their tasks. To be successful, the companies’rncurrent working systems are analyzed in detail with reference to the surveyed literatures.rnThen, selected decision problems are formulated using appropriate modeling techniques.rnFinally, computer programs that match with the diagnosed situations have developed byrnusing visual basic computer programming language and its database by access computerrnprogramming language.rnThe proposed MDSS works for four decision types, two from ASPSC and two from Mobil.rnIt can be further implemented to other decision types with slight modifications.

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