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Kiwi Experience Database: IT & MKIS Development Recap

Explore the development of IT & MKIS in Kiwi Experience case study. Learn about database concepts, design, and application in attracting customers, managing bus drivers, overcoming growth limitations, and utilizing online databases. Discover the value of flexible scheduling, targeting a specific market, and optimizing cyber marketing strategies.

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Kiwi Experience Database: IT & MKIS Development Recap

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  1. Today’s Topics • IT & MKIS Development (Recap) • Case: Kiwi Experience • Database Concept & Application • Discussion: On-line Database Example • Database Design (Part I)

  2. Kiwi Experience • Very specific target market • Flexible schedule offered • Value of money & Value of life • Core benefit : Experiences in New Zealand

  3. Q#1 Attracting Customers • Difficult to make repeat purchases • Word of mouth : must be positive message

  4. Q#2 Bus Drivers • Both producer and marketer • Managing “the moment of truth”

  5. Q#3 Growth Limitation • No repeat purchase • Limited number of segments to reach • High turnover of drivers • Low barrier to entry • Service “flaw”

  6. Q#4 IT & MKIS (1) • Cyber marketing • Advertising & PR • Net survey • Database • Potential & existing customers • Partners - hotels/restaurants/places etc.

  7. Q#4 IT & MKIS (2) • Communication System(Notebook computer & modem) • Electronic Data Interchange • Geographical Information System

  8. Other Issues?

  9. Internal Records Marketing Decision Support Marketing Intelligence • Marketing Mix (4 P’s) • Budget Allocation • Sales Forecast • etc. Data base Marketing Research • Overview • Design • Implementation Database

  10. Discussion • On-line database example

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