INFORMATION SUPPORT FOR SALES AND MARKETING - A CASE-STUDY AT A SMALL GROCERY MANUFACTURER

As more managers are using data and analytic tools, such as spreadsheet software, organizations are attempting to determine how to best support them. In this paper, the impact of the information support on the work carried out by sales and product managers at one company is examined. Interviews were conducted with members of the MIS, product management, and sales organizations at a small grocery manufacturer. Information support consisted mostly of reports obtained from the company's sales system and of SAMI (supermarket warehouse withdrawal) reports. Product and sales managers used the information to learn about their business, to communicate to brokers and supermarket buyers, and to monitor performance. The principal benefit of the available data and analytic tools was enhancement of the sales and product managers' knowledge. Managers, however, expressed frustration at the lack of available data and analytic tools and felt that they could be at a disadvantage with respect to their competitors and buyers.