The strategic management and information network system : The convenience store net-work

We are living in an advanced information society. The information revolution in computers is going on, among other areas, in the field of marketing. Until now, the term “Information System” has been used in the field of marketing mainly to refer to market research. We need to make the most of this information to aid decision making in new product development and sales promotion. It is fundamental that marketing be consumer oriented. However, the real needs of a contemporary consumer include factors which cannot be revealed by a questionnaire survey. The progresses of computer technology and its reduction in price has enabled the construction of a network system in the distribution stage. The construction and application of a network system suitable to contemporary marketing management has now become part of the challenge facing business management. They must collect and process distribution information with speed and efficiency. And they must obtain information that is up-to-minute and sufficiently detailed for marketing activity which can then be carried out effectively with small risk. In other words, a company manager who is supported by an information system has come to be able to control in minute detail the information regarding purchase actions of various consumers.