Development of an ERP Model for Modularly Designed Ships for Medium Scale Shipyards – II: Marketing Management

Abstract

Marketing is one of most neglected areas in the marine industry. In recent times, Enterprise Resource Planning (ERP) has become an important information management tool for the integration of different manufacturing modules via an online network thus providing one window access. This allows integration of the manufacturing process leading to a reduction in inventory. The integrated model of manufacturing demands an integrated marketing model that can deal with demand forecasting, product identification and strategic planning. The present series of two papers considers an ERP model for a medium scale shipyard. Part II discusses the nucleus driven integrated marketing management model in an ERP environment for a shipyard. This work discusses the implementation of modern concepts (ie integration and modular design) and incorporate these into the marketing model. The implementation is presented via the analysis of case studies for market analysis and demand forecasting (ie shipping, and shipbuilding market forecasting), modular design and its implementation with a consortium of shipyards.