7.0 MARKETING INFORMATION REQUIREMENTS

MIS is used to assist Golden Circle’s decision making as the computer system collects data and allows data to be constantly updated. The MIS stores secondary data so that they are available when needed. Furthermore, as more data becomes available, the use of MIS can improve all aspects of Golden Circle’s planning, as it can monitor the implementation of current plans, compare with the actual results, and therefore make necessary changes more quickly.

Besides MIS, Golden Circle’s market research department also carries out market research in order to collect primary data to develop detailed planning of marketing strategies to meet customers’ needs. This is important because Golden Circle needs to obtain factual information that is not currently available in the MIS