Difference between revisions of "ANLY482 AY2016-17 T2 Group10 Project Overview"
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The primary stakeholders of this project are: | The primary stakeholders of this project are: | ||
| − | :* Sponsor: Ms Elaine Tan, | + | :* Sponsor: Ms Elaine Tan, Pharmaceutical Company L |
:* Project Supervisor: Prof Kam Tin Seong, Associate Professor of Information Systems (Practice) | :* Project Supervisor: Prof Kam Tin Seong, Associate Professor of Information Systems (Practice) | ||
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Revision as of 11:16, 30 January 2017
Sponsor Background
Pharmaceutical Company L focuses on manufacturing products for illnesses such as asthma, cancer, infections, diabetes and mental health that come in the form of medicines, vaccines and other various consumer health products. GSK has a strong interest in the Singaporean market, as can be seen from its investment position, with a staggering 1.5 billion invested in the Singaporean biomedical industry. Singapore is the Asia Pacific headquarters for GSK and the company has two global manufacturing supply sites and a vaccines manufacturing facility locally.
Project Background
Pharmaceutical Company L supplies its products to various clinics in Singapore. Periodically, salespersons are sent to clinics of interest with the aim of promoting new/existing drugs. Other avenues of promotion include advertising activities via the media. GlaxoSmithKline wishes to discover more about the effectiveness of their marketing and sales strategies in order to improve the company’s top-line performance.
Project Objectives
There are two main project objectives:
- Visualise the consumer purchasing patterns and behaviour within Singapore
- Evaluate the effectiveness of different sales and marketing strategies within different areas of Singapore
Through these, some of the business applications that could potentially be improved are:
- Strategic prioritization of sales and marketing strategies (proportions for optimal investment of resources
- Frequency of visits of salespersons to a singular customer of interest for effective usage of manpower
- Placement of products in sales catalogues
Stakeholders
The primary stakeholders of this project are:
- Sponsor: Ms Elaine Tan, Pharmaceutical Company L
- Project Supervisor: Prof Kam Tin Seong, Associate Professor of Information Systems (Practice)
