BACHELOR

OF

MANAGEMENT WITH HONOURS (BIM)

JANUARY 2019

BBPM2103

MARKETING MANAGEMENT 1

MATRICULATION NO :

IDENTITY CARD NO. :

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LEARNING CENTRE :
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TABLE OF CONTENTS

1.0Introduction...................................................................................................................................... 2
2.0Customer Data Base.......................................................................................................................... 4
2.1 Customer who can receive promotion or offer. ............................................................................ 4
2.2 Increase customer loyalty........................................................................................................... 5
2.3 Reactivating customers................................................................................................................ 5
2.4 Centralised system....................................................................................................................... 6
3.0 How Yamaha Electronics Mfg. utilising customer data base ........................................................... 6
3.1 Sales............................................................................................................................................. 6
3.2 Upgrading products..................................................................................................................... 7
3.3 Standardize costing and products details..................................................................................... 7
3.4 E- Filing and paperless................................................................................................................. 7
4.0 Recommendation to improve customer data base.......................................................................... 8
4.1 Increased shopper analysis.......................................................................................................... 8
4.2 Inventory analysis........................................................................................................................ 9
4.3 Easier and secure on line payment.............................................................................................. 9
4.4 Advance in mobile business......................................................................................................... 9
5.0 Conclusion..................................................................................................................................... 10
References........................................................................................................................................... 12

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1.0 Introduction

Yamaha Electronics Manufacturing (M) Sdn. Bhd. is one of the biggest Japanese firm located
in Ipoh, Perak, Malaysia. This company has been established on 01st April 1991. The
headquarters of Yamaha Electronics Manufacturing is Yamaha Corporation which based in
Hamamatsu Japan However there is few more company all over the world operate under
Yamaha Corporation. In fact Nippon Gakki Co Ltd is the original company which has been
established on 1887 currently changes as Yamaha cooperation. Mr. Takashi Haga is one of the
board of director for Yamaha Corporation Japan. Essentially Yamaha cooperation is only a
sales office for all the Yamaha group of companies. Subsequently the production plant is
operate by Yamaha Electronics Manufacturing (M) Sdn. Bhd. This production plant in
corporate in Malaysia on 01st April 1991. The total land area of this company is 107000m 2
out of 470000m2 overall FIZ area. For Yamaha Electronic Mfg. expanding history can see
from figure 1.

Figure 1: Yamaha History

Although Yamaha Corporation’s main product is musical and home appliance, but Yamaha
Electronics Manufacturing is only produce home appliance product. Generally Home
appliance product is receiver, amplifier, PA (mixer), speakers and sound network. Even
though they produce many products, but the major sales is from PA (mixer) and sound

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network (SN) products. Since they have many customers all over the world, the main
customer are Europe and USA, where the export quantity to Europe is 33% and USA is 38%
from overall production. More detail about the sales been shows in figure 2.

Figure 2: Overall Yamaha Electronics sales in percentage

Yamaha Electronic Mfg. also have a policy that the business dealing must have linked with
Japanese firm or Japanese involvement companies. Therefore almost all their supplier and
distributer is Japan based companies. They have their own research and development
department to design their products.

2.0 Customer Data Base

Yamaha Electronics is a big firm with huge employees, suppliers, distributers and customer.
Therefore most of the information and data has been stored in systematically by using
customer data base for safety and security purpose. What is customer Data base? Customer
data base management is an important tool in handling digital processes in most of the
businesses. In fact Customer data base is the important system to organizing, analysing,
monitoring, reviewing and storing all the customer business data and information. At the
same time customer database management system is very efficient and effective to retrieve an
information of the customer especially in large organisation. There is many ways to utilize

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customer data base in an organization. Basically Yamaha Electronics Manufacturing using the
below techniques to control their customers, vendors and distributers.

2.1 Customer who can receive promotion or offer.

Most of the organisation carry out promotion activity by giving promotional gifts and offers
to their main customers based on the purchase qty and amount. Therefore the organization
able to categorise their major customers or some temporary customer who just dropped from
time to time. In in this situation, they need customer data base to classifying their customers’
ranks. In fact there are various type of promotional going successfully by using customer data
base. For example you can send thank you note to the customer who purchasing your
products. Subsequently you can remind them the pending issues such as service, quality, and
other related matter in marketing. As a result the customer feel happy and consider to buying
product from you. In case the customer has an enquiry, then you can send a gentle reminder
about the status of the enquiries whether they still looking for the products. It makes the
customer confident to have business with you.

2.2 Increase customer loyalty

Most of the peoples like to eat pizza, but some of them hate through the hassles of
introducing their self every time before you order your favourite pizza at Pizza hut restaurant.
So that people prefer to purchase pizza from Dominos who abler to do home delivery service.
In fact whenever the customer calls, Dominos able top knows the caller mobile numbers, last
order and the home delivery address. Basically Dominos succeeded to maintain the ability to
trace their customer by using impeccable customer data base system. Therefore today,
customers want convenience and fastest as well as easiest way to make purchase experience
in business. By this the customer able get good experience and service from you and he will
remain loyal to you. So that Yamaha using the customer data base system to trace all the
information of the customer with their customer sale code numbers and also they

2.3 Reactivating customers.

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Basically some of the sales not keep in touch with those non active business customers. In
this case if you have any non-active customers you can get the detail or data of none active
supplier from customer data base. Through this you able to send the offer or promotion to the
customer that you company would like to have business with them. For example Intel
advertised itself in every advertisement to remind their customer that Intel is there for them.
Similarly, if your product has moved out from the customer view, it will be removed put from
the customers mind too. Therefore always need to remind timely to the customer to re
activate the business or product. Another example is social media network companies who
always prompt reminder to the absent customer to re-activating the network. This is where
they bring back their missing and lost customers.

2.4 Centralised system

In fact many growth and large organizations operate the business with many staffs to deal
with customers especially in sales and marketing. When many staff handle the customers in
sales activities, the data tracking will be increase and also it’s more complicated to
understand others who will be in charge later on. Therefore the good database system can
helps you to recognise your active, non-active customer when the customer data been
centralized. At the same time the data may storage in safely and securely by your MIS,
although the person in charge leave the organisation. If the management need the customer
details urgently, so that they can get the data from any of their staff rather than wait for the
person in charge. This concept mainly used by telecommunication companies who had
24hours customer service.

3.0 How Yamaha Electronics Mfg. utilising customer data base

In generally Yamaha Electronics Mfg. is using the customer data base system to operate their
business. Mainly we utilise the customer data base system for sales, promotion, new product
development, vendor section costing. For more details we will discuss in the following
paragraphs.

3.1 Sales

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Yamaha Electronics Mfg. using customer data base system to retrieve the overall sales
condition by each customers. Through this system they able to identify the highest sales
customer based on the total selling price. By this system we are able to find the top ten
highest sales customer and their details. To maintain the business we will give more priority
and good service to this customer by giving offer or promotion on our products. If there is
any urgent delivery or shipment we will support on time to satisfy them. At the same time we
also can find the lowest sales customer from the system data base. From the list of customers,
we will call them through phone or visit their firm to promote our new products. This way
helps us to increase the business volume for those lowest sales customer.

3.2 Upgrading products

Nowadays customer’s requirement and needs is in higher specification with new technology
based. Therefore customer database system support Yamaha Electronics Mfg. to identify their
current purchase products and helps us to upgrade the existing products with new technology.
By this way we are able to meet customer requirement and satisfaction. Yamaha Electronics
Mfg. is very concern on customer satisfaction. On other hand we are able to identify all those
customer using the same product which not meet new technology. Some customer may not
know about the new products, and maintain with current products. When we start to introduce
or promote the new product, customer will have high trust and loyalty on us. At the same
time the customer will introduce our products and services to their friends. This will help us
to expand our business network.

3.3 Standardize costing and products details

Customer data base helps Yamaha Electronics MFG to rectify the difference among the
customers who purchase the same products. For example the product A have purchased with
few customers with different prices. This may confuse the person in charge in sales
department when they preparing the documents such as invoices and delivery orders.
Therefore we are able to prepare the customers list based on the product codes or customer
codes by using customer database system. Then we find the accurate price and standardize
the price in system. So that the product price and description will be standard among all

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customers. If any of our staff on leave or left our company, the other staff able to prepare the
necessary document by using customer database system and thence it can save time and
energy.

3.4 E- Filing and paperless

In new century many organisation very concern on environmental issues. In fact Yamaha
Electronics Mfg. stress all the employee to follow environmental issues such paperless and go
for green. In those days all our customer data been print and filing. Before this more printing
process will be carry on each and every time whenever we have new customers or upgrade
current customer’s data. Many times we find difficulties to find out the particular customer
data whereas go through all the files even though we have 100 files. Not only difficulties on
finding data but the printing might be blur and dull due to keeping long time. After we started
to use customer data base, the finding process faster and we manage to control our
environmental policy by paperless. All the data being saved E-filing process. We able print
the clear and update data anytime when we need. E-filing will make management to be less
of stress where files will not be misplaced, just within a finger click every database will be
just appear in front of your desk.

4.0 Recommendation to improve customer data base

Although Yamaha Electronics Mfg. using customer data base system to review and monitor
their customer detail, but still they need to improve the data base system for more effective
and efficient. Therefore I would like to suggest the Yamaha Electronics Mfg. to use the Big
data system to increase the business widely. In fact Big data can utilise huge amount of
information about the customers and able to predict for the future demand needs of customer
and the organization an able to make decision. At the same time Big data is a bulk of raw data
that is collected, stored and analysed through various means which can be utilized by an
organizations to increase their efficiency and take better decisions. Basically the concept of
Big Data is nothing new. mostly many companies such as large and small are using big data
service to analysis the way to gain more information as a better support to their organization
and able to serve their customers. Let’s we see the benefit from the Big data in the following
paragraph.

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4.1 Increased shopper analysis

The understanding about the buyer or customer is very important in successful business. In
fact Big data is an essential element in this process, and it provides an information on trends,
growth in customer demand and priorities. The marketing department from the organization
can utilise this big data to ensure the most popular products in available and marketable. If
there is any of your current customer or new customer who visit your site to find products
that you are not offer, they able to learn about the product through big data and help us to
grab new opportunities.

4.2 Inventory analysis

As never before, big data and business intelligence help to combine business systems at retail
outlets to enhance operational efficiency while delivering higher profits. Big data allow
operational managers to have detailed operating summaries, so that they can eliminate
congestion and improve efficiency. At same time big data access to real-time information and
allows finance managers to keep traditionally profit margins with greater contexts to ensure
that they enjoy the maximum profit from investing into the inventory. Through this the
organization able to trace customer demand pattern information and match their inventory
with their total orders accuracy, which results in customer satisfaction. Since all of these
processes take place in the cloud compared to traditional books and hard drives, there is a
reduction in hardware and maintenance costs. The organization able to integrate cloud into
the current system at less cost.

4.3 Easier and secure on line payment

Big data has an important role in making online payments easily and securely. Big data also
integrates all different payment functions into one centralized platform. In fact not only does
it help customers and user to use, but it also helps reduce the risk of fraud. The advanced
analysis offered by big data is more powerful and intuitive enough to encounter fraud in real

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time and delivers proactive solutions for identifying risk. At the same time the big data able
to detect money laundering transactions appears as legitimate payments. Currently, payments
providers have started to realise the potential of monetization of merchant analytics. Through
this payment providers be able to different merchant retailers and understand their customers
better. In between Data analysis allows e-commerce businesses to cross seller and up sellers.

4.4 Advance in mobile business

Since many of them feel smart phone application is fastest and convenience in business.
Therefore the usage of smart phone increasing every day in business activities. The
researchers predicts the desktop computers will obsolete soon. However Big data makes
mobile service especially when it comes to e-commerce or online business. The products can
collect data from several sources and able to analyse via mobile phone technology. Big data
providing favourite to mobile-friendly and responsive website in Goole. The information able
to send and receive anytime and anywhere. Therefore most of the companies prefer to use
mobile-friendly service to update the customer products and services time to time. In fact
through mobile, the business dealing is more effective and efficient because the feedback and
action very fast.

5.0 Conclusion

Yamaha Electronics Mfg. is the biggest Japanese firm established on 1991 in Ipoh, Perak.
They producing home appliances such as receiver, sound network, speaker and Mixer. Mainly
their products export to Europe and USA. In fact they have many customers all over the
world.

Since they have many customers, they used customer data base system to review and
monitor their customer details and information. In fact customer data base help the
organization to identifying the prospect in business by promoting the current products for
future demands. This system also able to identify the high purchase amount customers.
Through this data the organization able to significance to the top ten customer. Therefore this
customer been given priority during promotions. Customer data base system also help to
increase the loyalty and trust on our products especially when we identify customer’s
information in single minute and able to reach them. There are some customer stop the
business without prior notice, so the organization able to identify those non active customers

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via customer data base .Therefore its helps the organization to re activate the customer to
sustain the business relationship. However the customer information been centralised in
customer data. It’s easy to view by any staff although the person in charge not around.

Basically Yamaha utilise the customer data base for the marketing and sales purpose. Through
the customer data base they able to identify the top rank purchase customer as well satisfy
them with good service. Some customer requirement is high specification, so that they able to
view the customer purchase details from the data base and promote the new product with new
technology. However YAMAHA also used customer data base to identify the price variance
among the customer who purchase the same product with different price. By this they able to
standardise the price in system and it’s easy to control the price variance matter. At the same
time customer data base also really helps is E filing system where the staff not need filing the
hard copy of customer details. If they want to trace any details, they just open the customer
data base and all the details will be storage there.

Although customer data base system support the organization in many ways, but we still need
some improvement in our current system. In fact, for business to be successful, it is important
to the marketing department of the organization to identify the requirement of the new
customers and existing customers through various kind of process such as Big data. It is to
ensure the development of the organization reach profit level. Big data system can help
organization to find for customer through the information and data in the inventory system
with a quick access with lower cost and energy.

These kind of online data system can make customer to feel easier and secure about the
payment. Customer not to worry about the payment, because everything is online and no need
to queue up in bank to do the payment. Online payment also make the seller to know their
customer better and reduce the fraud cases. Now a days there is no people without mobile,
hence is an important tool to online business to reach people worldwide in a very fast way.
Inclusion Big data system will support the organisation when dealing business with
customers.

(Words 2995)

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References

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Farris, Paul W.; NeilT. Bendle; Philip E. Pfeifer; David J. Reibstein (2010). Marketing
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Kucukosmanoglu, Ahmad Nuri; Sensoy Ertan(2010). Customer Satisfaction: A Cental

Phenomenon in Marketing.

Parker, Christopher J,; Wang, Huchen (2016). Examining Hedonic and Utilitarian
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Sumathi, S; Esakkirajan, S. (2008). Fundamentals of Relational Database Management

Systems

Harrel, G. D. (2003).Marketing: Connecting with Customer (2 nd ed.). New Jersey: Prentice

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