Экономические
науки/6.
Маркетинг и менеджмент
Vynogradov V.V.,
graduate student
Donetsk National University of Economics and Trade named after Mykhailo Tugan-Baranovsky, Ukraine
INFORMATIVE
RESOURCES IN SYSTEM OF MARKETING MANAGEMENT OF POINT-OF-SALE ENTERPRISES AND
THEIR INTEGRATION TO THE WORLD MARKET
In the article pre-conditions are
considered creations of the computer-integrated informative systems and their
kinds in the structure of marketing management of point-of-sale enterprises
Keywords: integration, informative
systems MRP II-systems, ERP-systems
and CRM-systems
I. Introduction. The management by a modern enterprise is the difficult complex task that
requires integrations and organizations of co-operation of resources of the
most different family in the unique system. To such resources belong, in
particular, informative systems which provide automation of business-processes
of enterprise.
ІІ. Raising of task. Research of essence of informative
resources of point-of-sale enterprise, them constituents and explained informative, technological base, in relation to integrations to the world market. In the process of achievement of purpose put and
the decided such basic tasks: explained is the constituents of informative
resources of point-of-sale enterprise; to provide integration of education,
science and culture of Ukraine in global cultural, educational, scientific and
technical informative space; to assist to development of partners relations
between private sectors state and economies and other.
III.
Results. With the purpose of concordance of strategies of development of informative
environment on mega-, macro-, mezzo- and microlevels, assistance in realization of universal approach to
commons actions, diminishing of informative instability in the mutual relations
between point-of-sale enterprises, producers, mediators, suppliers, users and
government.
It is necessary for the decision of the noted tasks to the major
point-of-sale concern (to the producer):
-
to extend collaboration with leading international
by organizations from
development of informative environment within the framework of international
agreements of Ukraine in relation to scientific and technical collaboration and
international technical help;
-
to provide integration of education, science and
culture of Ukraine in global cultural, educational, scientific and technical
informative space;
-
to realize within the framework of international
agreements of Ukraine general projects which will be able to provide
integration of Ukraine in global informative space;
-
to assist to development of partners relations
between the private sectors of economy state and in the context of alteration
of informative society in accordance with declaration of millennium of UNO [1,
с. 15 - 17].
Information is major strategic resource of point-of-sale enterprise in the
structure of marketing management. Necessary null information generates a
vagueness. Business on the certain stage of the development becomes guided not
enough. At the lack of necessary information in a comfortable form, surplus of
information, that acts from different subsystems and which it is heavy to
compare appears [2].
That is why for successful development of point-of-sale enterprise
necessary complex control system, which will connect all aspects of both
management and marketing. And this not only technological tasks. This, at
first, problems of raising of marketing management and, secondly, problems of
choice and order of introduction of the informative systems on the enterprises
of trade.
The computer-integrated informative
systems orientation on the use of the same
initial indexes for the decision of wide circle of commercial, planned and
other tasks.
In these systems spare basic attention to the not division of information,
that provides implementation of the separated functions between structural
subdivisions, intercommunication and integration of activity of all elements of
the organizational control system. Informative streams and networks serve as
basis of integration of separate parts of point-of-sale enterprise in the
unique system.
Creation of the computer-integrated
informative systems requires in the structure of marketing management of
point-of-sale enterprise:
-
forming of the unique, centralized
normatively-certificate system in the scale of all enterprise;
-
constructions of chart of debenture turn taking into account passing of
information through the unique center of the data processing;
-
clear regulation of procedures of maintenance
and presentation of information to the leaders, and also access to her of the
interested subsections.
Intercommunication of the
computer-integrated informative system with the organizational structure of
marketing management point-of-sale enterprise
appears in that at determination of levels which cost to pass the decision on
different questions, it is expedient to go out from that, at what level the
best terms are for receipt
information. Information can be got at all structural levels of enterprise.
However than farther a decision-making center is from the point of receipt information, the more so probability of twisting of information, the more
powerful to the leader to be oriented on businesses and to carry out the
dynamic flexible management by all subsections of point-of-sale enterprise [3,
с. 283-284].
Today for the Ukrainian enterprises of trade such formats of the
informative systems become actual, as MRP II and ERP, which actually, became
world standards. MRP II and ERP is the list of commons rules, 80th and 90th
formulated at the beginning ХХ century by American society from the operations
and supplies, that unites the leading American companies management. By such
rules, planning and control of different stages of production process can be
conducted: determination of necessity in materials, division of resources and
other In the middle of 90th more than 48000 from 60000 American industrial
companies used that or other model of MRP [4].
The informative system of MRP II in course of time grew into planning of
resources of enterprise (Enterprise Resource Planning - ERP), which sometimes
name planning of resources in the scale of point-of-sale enterprise
(Enterprise-wide Resource Planning). Principle of creation of unique database,
that contains all business information accumulated by an enterprise in the
process of realization of business operations, is fixed in basis of ERP,
including financial information, information, related to production, management
by a personnel and other Thus, every part of information, which has an
enterprise, becomes accessible simultaneously for all workers which have the
proper plenary powers [5].
Built-in functions of программного
product of class of ERP for point-of-sale enterprises: prognostication,
business and financial planning inventories and sale,
personnel’s administration and account of working
hours, supplies and finances, financial analysis control.
Touches all structures services,
brings introduction over of the administrative ERP-system by a point-of-sale
enterprise to complete alteration of the system of
conduct of business. The ERP-systems build so that above all things becomes
major data capture. Extraordinary exactness and synchronization is needed in
the systems of such class. That is why stage of data management is one of most
labor intensive, important and protracted, and the process of introduction has
integration character.
Development and introduction of the ERP-systems shows itself very
large industry of world business with multi-billion incomes. At the domestic
market today the present Ukrainian, Russian and western projects. The Russian
and western (Microsoft, SAP, ISF, BAAN, Computer Associates is the real firms;
attempts to go out to the Ukrainian market did: Oracle, SSA, JDEdvards, JBA,
QAD and ін) projects work by point-of-sale partners. In addition, the different
systems are intended for different enterprises. One such, as CA-Masterpiece or
SAP, oriented to the corporate market,
other, for example, MK Enterprise or BAAN - to the market of industrial
enterprises or companies. The Ukrainian developers offer the softwares products
independently.
Consequently the ERP-system can be examined
as the hierarchically organized complex of, programmatic, algorithmic and
informative hardwires which have modular construction and provide the concerted
management by the material and informative streams of point-of-sale enterprise.
Central concepts in the ERP-systems can name a concept «integration». In
this case, we determine integration as aggregate facilities
of organization of separate components in the unique system, that supports
concerted, functional and purposeful their co-operation, providing high
efficiency of functioning of all system of point-of-sale enterprise in the
structure of marketing management.
Thus, can to draw conclusion, that the criteria of electing of the systems
are individual and take into account the specific of work of every enterprise.
But it is possible to select something a common: management information by an
enterprise must be fully computer-integrated and to give an adjustability
flexible business processes in the system of marketing management of point-of-sale
enterprise; the system not must be surplus; she must be protected from
unauthorized penetration; the system must be built on the opened standards and
to have facilities of development.
ERP-system comfortable yet and that she can be inculcated by parts,
automatizing, for example, at first production, and then work with a personnel.
For comparison is the MRP-system is inculcated, as a rule, fully and can
automatize production only. The set of the modules of ERP engulfs all
directions of activity, that allows to automatize practically all processes of
business. The ERP-systems without regard to plenty of advantages are hard by a
few serious failings: cost and terms of introduction [7, с. 63].
By the informative systems which
provide integration of enterprise from planning of production to planning of
customers (orientation to the market) satisfaction, for today there are the
systems of class of CRM (customer relationship management is technology of
management by the customer relationships).
Basic principles which underlaid
information’s technologies and contain the functions of management by the
customer relationships not only, and which support strategy of customer focus
(CRM-strategy), consist in the following:
permanent analysis of the collected
information about clients and decision-makings organizational proper;
presence of unique depository of
information, to which is instantly placed and from which instantly accessible
all information about the cases of customer relationships;
synchronization of management by the great number ducting of co-operation with
clients regardless of methods of connection [8, с. 171-173].
Integration of most Russian and Ukrainian CRM-systems with the system of
class of ERP «1С: An enterprise» allows to work in an unique informative
environment, to simplify work and to cut down expenses on procedures. This
допомогає to the managers of trade enterprises operatively to get information
about the volumes of sales for the analysis, multiplies efficiency of work of
salespeople and simplifies debenture turn.
The CRM-systems are strategy, which oriented directly on
new and maintenance of already existent clients, that needs rational
concordance of actions of personnel, processes and technologies of
point-of-sale enterprise with the purpose of receipt of maximal profitability.
The choice of the CRM-system must be, above all things, based on
necessities possibilities of trade enterprise, because there are the enough
systems of this class, which differ on those or other signs.
In particular, most accessible variant of the
CRM-systems are systems of junior level, which oriented on small business, and their cost, in all $100-200 for a
workplace. The Ukrainian user can pay the attention to the programs of the
Quick Sales Russian company «Pro-Invest Consulting» and the Terrasoft CRM
Ukrainian company of Terrasoft, and also software product of «Management by the
sales of a 1.0» company of «1C-Парус». All transferred programs allow working
with the system «1С: Enterprise». However much the program of «1С-Парус» is the
module of the system «1С: An enterprise» does not work separately from her.
The senior group of CRM is the systems of multiusers,
as, for example, Siebel, SAP, Oracle. Here the cost of the system consists not
of cost of equipment of certain working seating capacity, as it is with more
cheap CRM-systems. Greater part of charges on introduction of such packages is
occupied by the studies of personnel and standardization of
businesses-processes of company, and also consulting. The conditional cost of
workplace in such systems can arrive at $10 thousands for a workplace [9].
IV.
Conclusions. ERP-systems appeared, when into first place a
product and processes which are instrumental in his production was put, that
control, account and division. On different from the ERP-systems, the
CRM-systems were needed at the high-competition market. Main task of the CRM-systems
is increase of efficiency of the business processes, directed on bringing in
and maintenance of clients - in a marketing management, service and service,
sales, regardless of channel through which the contact is with a client. That,
the CRM-systems are the set of additions tied-up by unique logic and
computer-integrated in the informative environment of point-of-sale enterprise
(often as building on above the ERP-systems) on the basis of unique database.
The prospect of подадьших researches is development of more cheap
models of the administrative ERP-systems, CRM-systems and other systems, which
will consist of independent friend to the friend of modules of one
system, and also decision of certain problems which appear before guidance of
point-of-sale enterprise during transition to new management information.
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