Practice of Marketing Information System (MKIS) in Nepal

Traditionally  Nepalese  market  was  sellers’  market.  In  most  of  the  sector,  there  was  no  competition or minimum competition in the market. Demand was much higher than supply. In most  of  the  sector,  there  was  presence  of  public  enterprises  and  government  control  in  the  market.  Because  of  the  minimum  supply  in  comparison  to  market  demand  selling  was  the  easiest task for any marketer and in that situation there was no need of marketing information system, to decision makers.  After  the  restoration  of  democracy  in  2046  BS,  democratic  government  gave  emphasis  on  privatization    and    economic    liberalization.    Adaptation    of    economic    liberalization    and    privatization  policy  in  Nepal,  results  in  creased  competition,  and  private  sector  emerged  in  Nepalese business environment. The traditional sellers’ market has been changing into buyer's market.  Impact  of  globalization  has  been  increasing.  Internal  competition  has  changed  into  global   competition.   In   that   context,   Nepalese   marketers   realized   the   need   of   marketing   information. 

Following points explains the practices of marketing information system in Nepal.

i.    Most  of  the  Nepalese  marketing  decision  makers  lack  proper  information  while  taking  marketing decisions. 

ii.   Investment  in  information  system  is  taken  as  an  unnecessary  expenditure  in  Nepalese  business scenario. 

iii.  There is no separate marketing information system in most of the Nepalese organizations. It is in initial phase and development of MKIS in Nepalese organization is in tortoise’s pace.  

iv.  In  many  cases,  top  level  managers  take  their  marketing  decisions  based  on  their  past  experience and intuition or rule of thumb. 

v.   Marketing information system in private sector is better than government sector. 

vi.  Internal  record  system  is  a  major  part  of  Nepalese  organization's  marketing  information  system.  There  is  a  growing  use  of  computer  to  maintain  data  warehouse.  We  can  easily  observe in most of the government organization that internal record system is very poor. For example, information about citizenship, land ownership, driving license, vehicles, etc. 

vii. Use of marketing intelligence system is very limited. It is considered as a waste of financial resources. Usually, marketers use newspaper ad tracking, visiting competitors' website, etc. Some  marketers  use  college  students  who  works  as  an  intern  to  collect  information  about  competitors.  Nepal  police,  government  staffs  are  also  used  for  marketing  intelligence.  Presence of business spy is not heard till date in Nepal. 

viii.  Marketing  research  is  still  luxury  in  Nepal.  Most  of  the  research  are  conducted  by  university students, Nepal Rastra Bank or donors such as Asian Development Bank, World Bank, etc. Research conducted by students are mainly academic research. Research wings of most of the University are at survival stage. 

ix.  Multi  National  Companies  sometimes  use  outsourcing  techniques  for  marketing  research.  Full  service  ad  agencies  such  as  MARS  (Marketing,  Advertising  and  Research  Solutions  Private Limited), Media Hub, Prisma Ad, etc. sometimes conduct marketing research as per their  clients’  need.  Some  popular  media  like,  Business  Age,  Boss,  BTV  also  conduct  marketing  research  to  some  extent.  Medium  scale  marketing  research  is  dominated  by  ad  agencies. Consulting firms are increasing in Nepal day by day.

 x.   Nepal Government is not research friendly till date.  

xi.  Use of decision support system in Nepal is getting popular day by day. Use of software for data  analysis  is  increasing.  Even  private  sector  organization  and  college  or  universities  are  also conducting research and data analysis training frequently. 

xii. Global research firms have already entered in Nepalese market to conduct research, research training and data processing. 

xiii. Scope and importance of marketing information system will definitely increase in the days to come. 

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