Market Analysis with Business Intelligence System for Marketing Planning

Author:

Kongthanasuwan Treerak1,Sriwiboon Nakarin2,Horbanluekit Banpot3,Laesanklang Wasakorn45ORCID,Krityakierne Tipaluck45ORCID

Affiliation:

1. School of Bioinnovation and Biobased Product Intelligence, Faculty of Science, Mahidol University, Bangkok 10400, Thailand

2. Compact International (1994) Co., Ltd. (Head Office), Khao Yoi, Phetchaburi 76140, Thailand

3. National Science and Technology Development Agency (NSTDA), Thailand Science Park, Pathum Thani 12120, Thailand

4. Department of Mathematics, Faculty of Science, Mahidol University, Bangkok 10400, Thailand

5. Center of Excellence in Mathematics, Commission on Higher Education, Bangkok 10400, Thailand

Abstract

The automotive and auto parts industries are important economic sectors in Thailand. With rapidly changing technology, every organization should understand what needs to be improved clearly, and shift their strategies to meet evolving consumer demands. The purpose of this research is to develop a Business Intelligence system for a brake pad manufacturing company in Thailand. By analyzing the relationship between market demand and supply components of the company through regression analysis and the principles of the marketing mix, we develop a product lifecycle curve for forecasting product sales. The developed system increases the workflow efficiency of the case study company, being able to simplify the traditional data preparation process that requires employees to collect and summarize data every time a request is made. An intelligence dashboard is subsequently created to help support decision-making, facilitate communication within the company, and eventually improve team efficiency and productivity.

Funder

NSRF

Publisher

MDPI AG

Subject

Information Systems

Reference33 articles.

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4. Yongpisanphob, W. (2021, August 20). Industry Outlook 2020–2022: Auto Parts Industry. Available online: https://www.krungsri.com/en/research/industry/industry-outlook/Hi-tech-Industries/Auto-Parts/IO/Industry-Outlook-Auto-Parts.

5. Review study: Business intelligence concepts and approaches;Rouhani;Am. J. Sci. Res.,2012

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