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Competitiveness, Strategy, and Productivity: Better quality, higher productivity, lower costs, and the ability to respond quickly to customer needs are more important than ever and the bar is getting higher. Competitiveness: How effectively an organization meets the wants and needs of customers relative to others that offer similar goods or services Organizations compete through some combination of their marketing and operations functions what do customers want? How these customers’ needs best be satisfied? Marketing’s Influence Identifying consumer wants and/or needs Pricing Advertising and promotion Businesses Compete Using Operations Product and service design Cost Location Quality Quick response Flexibility Inventory management Supply chain management Service Managers and workers. Hierarchical Planning mission, goals, organizational strategy, functional strategy, tactics. Mission: The reason for an organization’s existence. Mission statement: States the purpose of the organization the mission statement should answer the question of “What business are we in?” Goals: The mission statement serves as the basis for organizational goals. Goals: Provide detail and the scope of the mission. Goals can be viewed as organizational destinations. Goals serve as the basis for organizational strategies. Strategy: A plan for achieving organizational goals, Serves as a roadmap for reaching the organizational destinations. Organizations have Organizational strategies Overall strategies that relate to the entire organization. Support the achievement of organizational goals and mission Functional level strategies: Strategies that relate to each of the functional areas and that support achievement of the organizational strategy. Tactics and Operations, Tactics: The methods and actions taken to accomplish strategies. The “how to” part of the process, Operations: The actual “doing” part of the process. Core Competencies The special attributes or abilities that give an organization