The thesis handles with an strategic analysis of an IT company and with a design of its development. The thesis includes analysis of company´s competitors, design of a sales plan of a new product and its economic evaluation.

本研究目的在於深入瞭解電視產業如何執行轉播運動賽事的廣告行銷企劃，與在這過程中廣告主與電視臺如何進行溝通互動。現今電視臺在就所轉播的運動賽事做廣告業務銷售時，除了單純的電視廣告秒數販賣之外，往往會加入「置入性行銷」這塊，可能是衍生的相關活動、新聞議題、節目再製播、節目鏡面畫面運用、週邊文宣物露出、甚至是電視臺旗下的網路新媒體配合等。也就是產業界往往以「專案」稱之。然而不同電視臺轉播不同的運動賽事如何進行銷售包裝常是流程、規格不一、祕而不宣，過往中外對於「置入性行銷」的相關研究由於主要起源於小說出版界及電影，各項論述多為方向、戰略（strategy），較少具體方法、戰術（tactic），尤其是針對運動賽事電視節目做深入探究者。因此本研究透過個案研究法集結兩個運動賽事節目轉播的實務個案：分別由無線電視、衛星電視主導轉播的兩屆亞洲運動會，加以厚描、歸納之，期能建構適用性相對較高的具體建議與方案。 / The purpose of this study is to understand how the TV industry to carry out advertising marketing campaigns for TV sports, and how the advertisers interact with each other in this process. Nowadays, in addition to the regular sales of TV commercials, it is often possible to join the "product placement", which may be related activities, news, derivative issues, programs, digital media cooperation and so on. This is also called “project” by this industry. However, how different TV stations sell their specific sales packaging is often a secret. In the past, the related research on “product placement” was mainly originated in the novel publishing industry and movies. Accordingly, the discussion focuses on the description of strategic direction instead of tactics, especially for TV sports programs. Therefore, this study attempts to provide the concrete suggestions and solutions through the case study method. The two cases chosen for the thick description and summary are the Asian Games on TV dominated by terrestrial TV and cable TV separately.

Supply chain management has attracted much attention in the last decade. There has been a noticeable shift from a traditional individual organisation-based management to an integrated management across the supply chain network since the end of the last century. The shift contributes to better decision making in the supply chain context, as it is necessary for a company to cooperate with other supply chain members by utilising relevant information such as inventory, demand and resource capacity. In other words, information sharing and coordinated management are essential mechanisms to improve supply chain performance. Supply chains may differ significantly in terms of industry sectors, geographic locations, and firm sizes. This study was based on case studies from small and medium sized manufacturing supply chains in People Republic of China. The study was motivated by the following facts. Firstly, small and medium enterprises have made a big contribution to China’s economic growth. Several studies revealed that most of the Chinese manufacturing enterprises became aware of the importance of supply chain management, but compared to western firms, the supply chain management level of Chinese firms had been lagging behind. Research on supply chain management and performance optimisation in Chinese small and medium sized enterprises (SMEs) was very scarce. Secondly, there had been plenty of studies in the literature that focused on two or three level supply chains whilst considering a number of uncertain factors (e.g. customer demand) or a single supply chain performance indicator (e.g. cost). However, the research on multiple stage supply chain systems with multiple uncertainties and multiple objectives based on real industrial cases had been spared and deserved more attention. One reason was due to the lack of reliable industrial data that required an enormous effort to collect the primary data and there was a serious concern about data confidentiality from the industry aspect. This study employed two SME manufacturing companies as case studies. The first one was in the Aluminium industry and another was in the Chemical industry. The aim was to better understand the characteristics of the supply chains in Chinese SMEs through performing in-depth case studies, and built models and tools to evaluate different strategies for improving their supply chain performance. The main contributions of this study included the following aspects. Firstly, this study generalised a supply chain model including a domestic supply chain part and an international supply chain part based on deep case studies with the emphasis on identifying key characteristics in the case supply chains, such as uncertainties, constraints and cost elements in association with flows and activities in the domestic supply chain and the international supply chain. Secondly, two important SCM issues, i.e. the integrated raw material procurement and finished goods production planning, and the international sales planning, were identified. Thirdly, mathematical models were formulated to represent the supply chain model taking into account multiple uncertainties. Fourthly, several operational strategies utilising the concepts of just-in-time, safety-stock/capacity, Kanban, and vendor managed inventory, were evaluated and compared with the case company's original strategy in various scenarios through simulation methods, which enabled quantification of the impact of information sharing on supply chain performance. Fifthly, a single objective genetic algorithm was developed to optimise the integrated raw material ordering and finished goods production decisions under (s, S) policy (a dynamic inventory control policy), which enabled the impact of coordinated management on supply chain performance to be quantified. Finally, a multiple objectives genetic algorithm considering both total supply chain cost and customer service level was developed to optimise the integrated raw material ordering and finished goods production with the international sales plan decisions under (s, S) policy in various scenarios. This also enabled the quantification of the impact of coordinated management on supply chain performances.

Made available in DSpace on 2016-03-15T19:32:30Z (GMT). No. of bitstreams: 1 Terezinha Vieira Rodrigues.pdf: 834111 bytes, checksum: b53e9819db14396e4502c6790c9ece76 (MD5) Previous issue date: 2011-02-03 / Fundo Mackenzie de Pesquisa / With this study aimed to identify which are the main cognitive aspects that influence the decision making process of entrepreneurs business managers of micro and small businesses when they make decisions regarding the assembly of the sales plan in the context of information management system. The study was done with five managers of micro and small businesses, located in Santa Rita do Sapucaí - MG and derived from the business incubator of INATEL - National Institute of Telecommunications. A decision process is quite complex and can be studied through the prism of some subjects such as Economics, Psychology and Cognitive Neuroscience. Was adopted in this study an interdisciplinary approach, using as a reference model whose focus Decision making is the way of information processing, powered by the cognitive and affective. This dissertation was developed based on qualitative approach, using semi-structured interviews. For data analysis we used the content analysis. The results showed the existence of nine categories, eight categories associated with the process of Decision Making, indicating that, as expected, the managers consider that the process is predominantly rational, but are influenced by affective and a category named - Behavioral Aspect Entrepreneur. Observed the sample homogeneity, all the interviewed companies adopt the budget as a management tool, probably the result of training received during the incubation process. We identified an emphasis on social decision and the need for structured search for information about the external environment. The sales plan, the object of study, basic to the processes of the company, may have external adjustments depending on the information collected from non-systematic way. Not found a formal instrument to capture such information or management information systems associated with them. From the data have been mapped external mechanisms to capture information, emphasizing the aspects considered essential to facilitate the management and the process of delegation of this task. The mapped data can be used to develop a management information system to capture external information. Stands out as a limitation of this study, the fact of having only interviewed the partner responsible for the commercial area, the inclusion of other partners may be a suggestion for future studies. / Com esse estudo objetivou-se identificar quais são os principais aspectos cognitivos que influenciam o processo de decisão de empreendedores gestores de empresas de micro e pequeno porte quando estes tomam decisões relacionadas à montagem do plano de vendas, no contexto do sistema de informação gerencial. O estudo foi feito junto a cinco gestores de empresas de micro e pequeno porte, localizadas na cidade de Santa Rita do Sapucaí - MG e oriundas da incubadora de empresas do INATEL - Instituto Nacional de Telecomunicações. Um processo decisório é bastante complexo e pode ser estudado sob o prisma de algumas disciplinas, tais como: Economia, Psicologia Cognitiva e Neurociência. Adotou-se neste estudo uma abordagem interdisciplinar, utilizando-se como referência um modelo de Tomada de Decisão cujo foco é a forma do processamento da informação, alimentado pelos domínios cognitivo e afetivo. Essa dissertação desenvolveu-se com base no enfoque qualitativo, usando-se entrevistas semiestruturadas. Para análise dos dados utilizou-se a análise de conteúdo. Os resultados mostraram a existência de nove categorias, sendo oito categorias associadas ao processo de Tomada de Decisão, indicando que, conforme esperado, os gestores consideram que o processo é predominantemente racional, mas sofrem a influência de aspectos afetivos e uma categoria nomeada Aspecto Comportamental do Empreendedor. Observou-se a homogeneidade da amostra, todas as empresas entrevistadas adotam o orçamento como uma ferramenta de gestão, provavelmente fruto do treinamento recebido durante o processo de incubação. Identificou-se ênfase na decisão social e na necessidade de busca estruturada de informações sobre o ambiente externo. O plano de vendas, objeto do estudo, fundamental para os processos produtivos da empresa, pode ter ajustes dependendo das informações externas coletadas de maneira não sistemática. Não foi encontrado instrumento formal para a captação dessas informações ou sistemas de informação gerencial a elas associados. A partir dos dados foram mapeados os mecanismos externos de captação de informação, destacando-se os aspectos considerados essenciais para facilitar a gestão e o processo de delegação dessa tarefa. Os dados mapeados poderão ser utilizados para o desenvolvimento de um sistema de informação gerencial para captação das informações externas. Destaca-se como limitação desse estudo o fato de ter-se entrevistado somente o sócio responsável pela área comercial, a inclusão dos demais sócios pode ser uma sugestão para futuros estudos.