Fuzzy expert system for target marketing planning of an electronics manufacturing company

Pao Yue-kong Library Electronic Theses Database

Fuzzy expert system for target marketing planning of an electronics manufacturing company


Author: Tong, Ka-hung Shereen
Title: Fuzzy expert system for target marketing planning of an electronics manufacturing company
Degree: M.Sc.
Year: 1999
Subject: Marketing -- Data processing -- Case studies
Expert systems (Computer science) -- Case studies
Fuzzy systems -- Case studies
Hong Kong Polytechnic University -- Dissertations
Department: Multi-disciplinary Studies
Dept. of Computing
Pages: 59, [50] leaves : ill. ; 30 cm
Language: English
InnoPac Record: http://library.polyu.edu.hk/record=b1489508
URI: http://theses.lib.polyu.edu.hk/handle/200/831
Abstract: Every company needs to be able to identify new market opportunities and no company can depend on its present products and markets to last forever. While the complex and changing environment constantly offers new opportunities and threats, company must carefully analyze its customers and the environment so that it can avoid the threats and take advantage of the opportunities. To survive, it must continually seek new ways to offer value to customers. Companies may think that they have few opportunities, but this belief is only a failure to think strategically about what business they are in and what strengths they have. Instead, every company faces many opportunities. Some of them can search for new opportunities casually or systematically; some companies find new ideas by simply keeping their eyes and ears open to the changing marketplace; other organizations use formal methods for analyzing the marketing environment. However, there is no universal marketing policy for every business. The best strategic marketing policy depends on a lot of factors like current market share, market size, expected market growth, financial status and profitability of the target customers, sales volume and competitive advantage of the products on sales, etc. Even though these factors present a general framework for developing a marketing strategy, they are still difficult to translate into a manageable course of action. The degree of difficulty is even more intensive when uncertainties are involved in the course of analyzing these decision making factors. Thus, the marketing management process becomes very demanding and the final decision requires the judgment of skilled and experienced marketing specialist and credit analysis expertise. Based on their experiences and knowledge, the marketing manager then uses his/her own judgment to develop the marketing plan. However, in the real world, some human experts are scarce whilst the need for their expertise is high. Expert system is then developed as an effective tool to assist marketing manager to make decision in target marketing planning while the expertise of the marketing and credit specialists could also be used.

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