Marketing information systems (MIS) according to Armstrong & Kolter, “consists of people and procedures for assessing Market information needs , developing the needed information, and helping decision makers to use the information to generate and validate actionable customer and market insights” (Marketing: An Introduction, Armstrong & Kolter, Pg. 102). They also go on to say that managing the marketing process requires the “four management functions”: analysis, planning, implementation, and control. They say that the “company first develops company wide strategic plans and then translates them into marketing and other plans for each division, product and brand. Through implementation, the company turns the plans into actions, Control consists of measuring and evaluation the results of marketing activities and taking corrective action where needed. Finally, marketing analysis provides information and evaluations needed for all of the other marketing activities." (Marketing: An Introduction, Armstrong & Kolter, Pg. 102)
The implementation of the marketing plan has to look at each of the steps carefully. It’s like a balancing act. You need to find out who the target group of the product is and how to get their attention to buy your product. The SWOT analysis is also helpful in doing the research needed to figure out what strengths, weaknesses, opportunities and threats could come your way. Figuring out the price and distribution by checking out the competition will also help the company figure out the company can charge what they can to make money. Wegner has had a business model that has worked for well over a century. They analyze what’s needed on their products and make them better. They plan for other improvements they make and implement them. They control where their product goes as to keep the feel of the quality of the product high. With their entire business model and their adaptability to the modern business world, Wegner will be around for many more years to come.
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