The Marketing Officer


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Digital firm- organization where nearly all significant business processes and relationships with customers, suppliers, and employees are digitally enabled, and key corporate assets are managed through digital means.

Business processes- the unique ways in which organizations coordinate and organize work activities, informations, and knowledge to produce a product or service

Information system- interrelated components working together to collect, process, store, and disseminate information to support decision making, coordination, control, analysis, and visualization in an organization

Data- streams of raw facts representing events occurring in organizations or the physical envionment before they have been organized and arranged into a form that people can understand and use

Input- the capture or collection of raw data from within the organization or from its external environment for processing in an information system

Processing- the conversion, manipulation, and analysis of raw input into a form that is more meaningful to humans

Ouput-the distribution of processed information to the people who will use it or to the activities for which it will be used.

Feedback- output that is returened to the appropriate members of the organization to help them evaluate or correct input.

Computer based information systems (CBIS)- information systems that rely on computer hardware and software for processing and disseminating information

Formal system- sstem resting on accepted and fixed definitions of data and procedures, operating with predefined rules

Information systems literacy- broad-based understanding of information systems that includes behavioral knowledge about organizations and individuals using information systems as well as technical knowledge about computers

Computer literacy- knowledge about information technology, focusing on understanding how computer-based technologies work.

Business functions- specialized tasks performed in a business organization including manufacturing and production, sales and marketing, finance, accounting and human resources

Standard operating procedures- formal rules for accomplishing tasks that have been developed to cope with expected situations

Knowledge workers- People such as engineers or architects who design products or services and create knowledge for the organization

Data workers- People such as secretaries or bookkeepers who process the organizations paperwork

Production or service workers- People who actually produce the products or services of the organization

Senior managers- People occupying the topmost hierarchy in an organization who are responsible for making long range decisions

Middle managers- people in the middle of the organizational hierarchy who are responsible for carrying out the plans and goals of senior management

Operational managers- people who monitor the day-to-day activities of the organization

Network- linking of two or more computers to share data or resources, such as a printer

Information technology infrastructure- computer hardware, software, data and storage technology, and networks providing a portfolio of shared information technology resoursces for the organization

Management information systems(MIS)- the study of information systems focusing on their use in business and management.

Mass customization- the capacity to offer individually tailored products or services on a large scale
Interoganizational systems- information systems that automate the flow of information across organizational boundaries and link a company to its customers, distributors, or suppliers

Electronic market- a marketplace that is created by computer and communication technologies that link many buyers and sellers

Extranet- Private intranet that is accessible to authorized outsiders

Electronis business- the use of internet and other digital technology for organizational communicatin and coordination and the management of the firm

Electronic commerce- the process of buying and selling goods and services electronically involving transactions using the Internet, networks, and other digital technologies

Information architecture- the particular desgn that information technology takes in a specific organization to achieve selected goals or functions.

Chapter 2

Operational level systems- information systems that monitor the elementary activities and transactions of the organizations

Knowledge level systems- information systems that support the monitoring controlling decision making and administrative activities of middle managers

Strategic level systems- information systems that support the long range planning activities of senior management

Transaction processing system (TPS)- computerized systems that perform and record the daily routine transactions necessary to conduct the business they serve the organizations operational level

Knowledge work systems (KWS)- information systems that aid knowledge workers in the creation and integration of new knowledge in the organization

Decision support systems-(DSS)- Info systems at the organizations management level that combine data and sophisticated analytical models or data analysis tools to support nonroutine decision making

Executive support systems-EES- info syst at the organizations strategic level designed to address unstructured decision making through advanced graphics and communications

Customer relationship management (CRM)- Business and technology discpline to coordinate all of the business processes ... more

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IOMEGA CORPORATION: DATA STORA

IOMEGA CORPORATION: DATA STORAGE FOR THE NEW MILLENIUM

Introduction

The purpose of this report is to examine the Iomega Corporation, based in Roy, Utah, for the BA 201 V Survey of Business course at Birmingham-Southern College. The company manufactures computer storage devices: the ZipTM and JazTM drives, the Clik! Storage device, and the BuzTM audio and video drive. 1
The leading supplier of data storage devices in Europe, and the third largest supplier in the world, Iomega has now strengthened its line of products with the Ditto tape backup device.2  The industrys enthusiasm and public satisfaction with which these products were received is unprecedented in the computer industry, making Iomega an innovator among innovators.
This report will discuss the following components of the Iomega Corporation:
h History of the corporation and its products
h Marketing strategies and product offerings
h Management structure
h Finances

History

Iomega was founded in 1980 with its flagship removable storage device, the Bernoulli drive. Though its original efforts are now more than antiquated, Bernoulli Optical Systems remains a subsidiary of Iomega. In 1983 Iomega was made public, and for the next twelve years, the company would see a period of experimentation and growth. While Iomega remained behind the major industry names of Apple and IBM, the late eighties and early nineties were integral to Iomegas current success.  The technical bases for the Zip and Jaz drives were built upon, leading to these products 1995 release.2
Public response to the release of the portable data storage devices was enormous. Orders clogged the production component of Iomega before the disks were even released to the public, and by April 1996, barely one year after its introduction, Sony Pictures Entertainment entered into an exclusive agreement with Iomega for use of its Jaz disks.3 June of that same year would bring even greater response; Iomega entered into marketing agreements with IBM, NEC Technologies, Gateway, and Unisys.4 By the end of the summer of 1996, Iomega had formed partnerships with every major computer manufacturer in the United States.
The media frenzy surrounding the release of the drives was further fueled by honors awarded by computing magazines PC Computing and Gadget Guru. The Jaz drive was named 1996s Innovation of the Year and Most Valuable Product by PC. Gadget Guru named the Jaz drive the Best Computer Accessory of 1996. These and other accolades pushed public familiarity of Iomega products higher and higher, boosting production and sales.5
In response to this domestic success, Iomega began a complete expansion of its foreign production and marketing in early 1997. European headquarters were set up in both the Netherlands and Switzerland, and their production site in Malaysia was expanded and modified. While the base of the company remained in Roy, Utah, Iomegas presence in both Europe and Asia was fortified with a larger number of production jobs for Asians and Europeans. Coupled with a greater concentration of foreign marketing and advertising, Iomega emerged as the third largest producer of data storage devices in the world.6
The end of the 1996 fiscal year showed a 272% increase in revenue from the previous year.7 The introduction of the Jaz and Zip drives in 1995 was undoubtedly responsible for this success, which was followed in 1997 by new partnerships with Motorola, Apple, Kinkos, and Hewlett Packard.4 By June of 1997, Iomegas Zip drive shipments reached six million; it was then a standard in new Sony personal computers, Micron notebook computers, and in all Kinkos store computers nationwide.8
The success of the Iomega drives remained rampant when the company announced the introduction of the Buz multimedia producer in late 1997. The Buz producer would allow consumers to capture movies, music, and photographs on their personal computers. While the success of the Buz drive still remains far behind that of the Zip and Jaz drives, this diversification allowed the company to remain on the cutting edge of computer technology. The Jaz drive was marketed as a companion piece to the Buz drive, lightly forcing consumers to purchase two products with one goal in mind.9 The approach was successful, leading to 1997 fiscal year earnings of 77%.10
May 1998, in the wake of the Buz release, brought about ... more

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