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Touch Screen Devices for Marketing & Sales Purposes

Presented to: WGU Matt Dotson 12/29/2012

Table of Contents Executive Summary .............................................................. Error! Bookmark not defined. Introduction ........................................................................ Error! Bookmark not defined. Object of Study .................................................................................................................. 5 Research Findings .............................................................................................................. 6 Performance of the new technology on the volume of stock orders ..................................... 7 Performance of information technology on time taken to supply tires to the dealers ............. 8 Performance of information technology on customer service .............................................. 9 Recommendations.............................................................................................................10 Conclusion........................................................................................................................12 References .......................................................................................................................12

Executive Summary This research report was based on an investigation into the impact of new information technology in the business sector. The study was focused on a new business, which was exposed to technologies and inventions that have emerged in the last five years. The objective of the study was to know whether the specified type of technology would be appropriate and effective for the business and its activities. The business that was focused on dealt with the supply of rubber tires to motorists. The company introduced touch screen display panels to facilitate its sales and marketing endeavors. Among the factors considered in the study include the effect of the new technology on the sales and profits of the company. The number of customers visiting the premises was also put into consideration. Moreover, the attitude of the employees towards information technology and quality of customer service would also be determined. The research utilized a quantitative survey technique whereby a census was conducted on 30 employees of Smith Global. The data was collected using questionnaires and interviews. The study found out that the introduction of touch screen panels had improved the volume of sales, employees’ attitudes towards information technology, volume of stock orders and customer service. Based on these findings, the study made a number of recommendations including training of staff and delegation of authority,

information technology management, and the integration of information technology system with volume of sales and resources management. The management should implement these recommendations to benefit fully from information technology. The research also made suggestions for further research on information technology applications that would cover all other functions of the organization’s store department, that is; Materials Requirement Planning, Electronic Data Interchange, Distribution Requirement Planning and areas that have not been specifically uncovered by this study.

Introduction In the year 1950, Jack Kilby and Robert Noycen discovered the semi-conducting characteristics of silicon (Steiner, 2012). This finding triggered development in integrated circuitry that led to large-scale advancements in electronics. By the year 1971 processors using “silicon chips” were made available in the market (Mc Cormick & Bishop, 2011). Jack Kilby and Robert Noyce made headlines in 1978 with media personalities foreseeing unprecedented changes to business and personal life because of the discoveries. Several businesses have integrated the use of Information Technology in their daily operations and this includes the Smith Global,

a tire distribution company. The researcher is a Procurement and Purchasing manager in the company. Objectives of the Study The broad objective of the study is to investigate the impact of touch-screen display panels on the performance of Smith Global Company. Specific objectives 1. To determine the duration of time for supply of tires to the dealers 2. To determine volume of stock orders 3. To determine volume of sales 4. To determine employee attitudes 5. To determine customer service Research Questions 1. What is the duration of time for the supply of tires to the dealers? 2. What is the volume of stock orders? 3. What is the volume of sales? 4. What is the employees’ attitude towards information technology? 5. What is the customer service level since the introduction of information technology? Justification of the Study

The study enhanced the professional knowledge of the researcher involved in the study. He was able to acquire skills that would enable him give ideas and identify practical ways of inventory management in a very competitive industry. The study provided results, discussed facts, drew conclusions and made recommendations, which can be applicable to the other companies that are involved in the same line of business. The study also provided results that can have significant impact on improved efficiency and create excellent opportunities that can be adopted and applied by the suppliers of Smith Global and their customers. The government has several procurement activities and several stores to keep its stock (Bhowmik, 2008). The findings of the study can also enable the government to improve its store efficiency consequently improving its services it offers to the citizens. The study provided results, discussed facts and made recommendations that can be utilized by researchers who may want to gather data or require information on the impact of information technology management (Denzin, 2005).

Research Findings After research was conducted, using a variety of relevant and credible resources, there are three issues that emerged: 1) Performance of the new technology on the volume of stock orders

2) Performance of information technology on time taken to supply tires to the dealers 3) Performance of information technology on customer service 1. Performance of information technology on the volume of stock orders The study sought to establish the performance of information technology on volume of stock orders according to the studies’ first objective. The volume of stock is one of the major determinants of a company’s performance (Pira International, 2011). Table 1: Table showing respondents from various categories of employees RESPONDENT YES PERCENTAGE NO PERCENTAGE TOTAL Managers 2 100% 2 Mid Managers/sales Rep 8 100% 8 Supervisors 3 60% 2 40% 5 Clerks 10 66.7% 5 33.3% 15 Source: Survey data (2012) The above information can be illustrated as shown in the figure below;

Figure 2: Graph showing performance of information technology on volume of stock orders;

SOURCE: Survey data (2012) The results in the table (2) and figure (2) above indicates that 2 (100%) of the managers, 8(100%) of middle managers and sales representatives, 3(60%) of supervisors and 10(66.7%) of clerks view that there is an improvement in volume of stock orders since the introduction of information technology. Only two (40%) of supervisors and five (33.3%) of clerks do not agree that there is an improvement in volume of stock orders since the introduction of information technology. 2. Performance of information technology on time taken to supply tires to the dealers; The study sought to find out the causes of information technology on time taken to supply tires to the dealers. The time factor is vital for any business that is geared towards making profits and expanding itself (Morley & Parker, 2010). Table 7: Table showing performance of information technology in time taken to supply tires to the dealers; RESPONDENT YES PERCENTAGE NO PERCENTAGE TOTAL Managers 2 100% 2 Mid Managers/sales Rep 8 100% 8 Supervisors 3 60% 2 40% 5

Clerks 12 60% 3 40% 15 Source: Survey data (2012) The above can be illustrated as follows; Figure 7: Graph-showing performance of information technology on time taken to supply tires to the dealers;

SOURCE: Survey data (2012) The results on table (7) and figure (7) above indicate that 2 (100%) of the managers, 8(100%) of the middle managers and sales representatives, 3(60%) of the supervisors and 12(60%) of clerks view that the new technology has impacted on time taken to supply tires to the dealers. On the other hand, 2(40%) of the supervisors and three (40%) of the clerks do not view that there is an impact of the new technology on time taken to supply tires to the dealers. Touch screen displays have been known to ensure that orders are relayed fast thus leading to efficient transactions (Gertner,2012). 3. Performance of the new technology on customer service; The study sought to find out the performance of information technology on customer service. Customers are vital for the success of any company. A flourishing business is that

which ensures the complete satisfaction of their customers by offering top-notch services (Meyer, 2006). Table 5: Performance of touch screen displays on customer service

RESPONDENT YES PERCENTAGE NO PERCENTAGE TOTAL Managers 2 100% 2 Mid Managers/sales Rep 6 75% 2 25% 8 Supervisors 5 100% 5 Clerks 10 66.7% 5 33.3% 15 Source: Survey data (2012)

Figure 5: Graph showing performance of the new technology on customer service; SOURCE: Survey data (2012) The results in table (5) and figure (5) above indicate that 2 (100%) of the managers, 6 (75%) of the middle managers and sales representatives, 5(100%) of supervisors and 10(66.7%) of clerks agree that the touch screen display technology has improved customer service. On the other hand, 2(25%) of middle managers and supervisors, 5(33.3%) of clerks do not agree that the new technology has improved anything.

Recommendations Recommendations refer to the issue that came up during the period of study that the researcher or researchers thought should be addressed (Denzin, 2005). They are usually focused on ensuring the success and better running of a company. From the analysis of the study, the recommendations are given below; 5.4.1 Training of staff and delegation of authority The staff should be trained and regular supportive supervision should be done when implementing information technology applications in store activities and the staff should be given enough authorization to implement these applications in their work areas. This will greatly affect employees’ attitudes in customer service, volume of sales and stock orders and proper management of inventory. Touch screen displays need a significant period to ensure that the users grasp its functions and operations (Reach Technology, 2012). 5.4.2 Information technology management The management should improve and implement modern information technology applications in order to avoid outdated technologies that are not efficient and effective in handling inventory activities and that can help to improve customer service and employees motivations in handling large inventories. Use of outdated technologies lead to loss of time and income to the business. (Morley & Parker,

2010). 5.4.3 Corporate customer’s awareness The corporate customers should be able to know the information technology applications that are used by the organization in order to allow integration with the organization. This will improve customer service and create an interpersonal relationship with the organization. This should be mainly focused on the suppliers of a company since their cooperation is vital for the overall success of a business (Bhowmik, 2008). 5.5 Recommendations for further research o There is need for further study that would cover all other applications of information technology, that is, materials requirement planning (MRP), distribution requirement planning (DRP), electronic data interchange (EDI) in a manufacturing industry.

Follow up study should be done specifically on areas, which have not been uncovered by this study, such as, major applications of information technology in the tire industry.

Conclusion Because of the extensive research and study conducted on the topic, there is need

for managers to inform the clerks on information technology applications in order for them to assess their impact on volume of stock orders. Moreover, there is need for improvement of the clerks’ participation in information technology applications to improve their awareness on volume of sales available in information technology systems. As far as customer service is concerned, the management should train and delegate authority to the junior employees in order to improve their motivation and thus increase their good management of customer service activities. The introduction of the touch screen panels also affected the time taken to deliver tires to various dealers. The new technology should be available for use by the clerks so that they can save time while processing orders for the tire dealers. In summary, the introduction of the touch screen panel’s technology would be of great benefit to Smith Global.

References Bhowmik, A. K. (2008). Mobile Displays Technology and Applications. Wiley-SID Series in Display Technology. New York: Princeton University Press. Denzin, N. K., & Lincoln, Y. S. (2005). The SAGE handbook of qualitative research (3rd Ed.). Thousand Oaks: Sage Publications. Gertner, J. (2012). The Idea Factory: Bell Labs and the Great Age of American

Innovation. New York: Penguin Press. Mc Cormick, J., & Bishop, C. (2011). Nine Algorithms That Changed the Future the Ingenious Ideas That Drive Today's Computers. New Jersey: Princeton University Press. Meyer, R. M. (2006). Explorations in Computer Science (2nd ed.). Sudbury, Mass.: Jones and Bartlett Publishers. Morley, D., & Parker, C. S. (2010). Understanding Computers: Today and Tomorrow (12th ed., 2009 ed.). Boston, Mass.: Course Technology Cengage Learning. Pira International, L. (2011). Future Markets for Interactive Displays. Shrewsbury: ISmithers Rapra Pub. Reach Technology, I. c. (2012). High Resolution Enclosed 5.7-inch Embedded Touch Screen Display Module, Powered by SLCD5+ LCD Controller. Business Wire (English). Steiner, C. (2012). Automate This: How Algorithms Came to Rule our World. New York: Portfolio/Penguin. Woods, A. J. (2006). Stereoscopic Displays and Virtual Reality Systems XIII. Bellingham, WA: SPIE Publishers

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