Marketing And Manufacturing The Coexistence Case Study
Marketing and Manufacturing: The Coexistence
Introduction:
Marketing and Manufacturing are the two extremes for any production company who aims at market capture. The dedicated marketing team, with the job of enhanced sales and better hold on the market works day in and day out for the organization whereas the product they aim to market is a result of the hard work, precision and determination of a number of employees working in unison to build a market ready product. This has been observed that the marketing team blames the manufacturing team for not having a vision and not being ‘market-oriented’ or ‘customer-oriented’ whereas the manufacturing team blames the marketing team as “The marketing people have no understanding of costs, profits, …show more content…
The Problem Areas
The possible areas where a conflict can arise is depicted in the following table:
Problem Area Marketing Comment Manufacturing Comment
1. Capacity planning and long-range sales forecasting Not enough capacity. Not enough sales forecast
2. Production scheduling and short-range sales forecasting Need fast response. Lead times are poor. Realistic forecast and customer commitments which change gradually and not rapidly.
3. Delivery and Physical distribution Right merchandise not in the inventory! Why not everything in the inventory?
4. Quality Assurance Reasonable quality at reasonable cost Why to offer options that are too hard to manufacture and offer little customer utility?
5. Breadth of Product Line Customers demand variety. Too broad product line. We get short uneconomical runs.
6. Cost Control High cost. Not competitive in the market. Expectations are high. Can’t provide high quality, fast delivery, rapid response to change at low cost.
7. New Product Introduction Life! Unnecessary design changes are not feasible and if at all they are, it’s too expensive. Exhibit: Marketing/Manufacturing Areas of Necessary Cooperation but Potential Conflict
2. The Basic …show more content…
Inherent complexity: Because they involve at least two different functions, they usually need data from two different sources. The data are typically a mixture of qualitative marketing data and quantified manufacturing data. With regard to capacity expansion, it is fairly easy to determine the costs of facilities and equipment but hard to forecast sales and capacity utilization.
c. Orientation and experience: Marketing managers are oriented towards customer and the experience and exposure also determines that while this person started the journey, he/she was lived by the customer needs. Their biases are based on customer perceptions and his needs. Whereas, manufacturing began as a level 1 and worked up through the production operation and are thus aware of the factory operations.
d. Cultural differences: The lifestyle and cultural difference as in the nature of the work ethics they have been following
Introduction:
Marketing and Manufacturing are the two extremes for any production company who aims at market capture. The dedicated marketing team, with the job of enhanced sales and better hold on the market works day in and day out for the organization whereas the product they aim to market is a result of the hard work, precision and determination of a number of employees working in unison to build a market ready product. This has been observed that the marketing team blames the manufacturing team for not having a vision and not being ‘market-oriented’ or ‘customer-oriented’ whereas the manufacturing team blames the marketing team as “The marketing people have no understanding of costs, profits, …show more content…
The Problem Areas
The possible areas where a conflict can arise is depicted in the following table:
Problem Area Marketing Comment Manufacturing Comment
1. Capacity planning and long-range sales forecasting Not enough capacity. Not enough sales forecast
2. Production scheduling and short-range sales forecasting Need fast response. Lead times are poor. Realistic forecast and customer commitments which change gradually and not rapidly.
3. Delivery and Physical distribution Right merchandise not in the inventory! Why not everything in the inventory?
4. Quality Assurance Reasonable quality at reasonable cost Why to offer options that are too hard to manufacture and offer little customer utility?
5. Breadth of Product Line Customers demand variety. Too broad product line. We get short uneconomical runs.
6. Cost Control High cost. Not competitive in the market. Expectations are high. Can’t provide high quality, fast delivery, rapid response to change at low cost.
7. New Product Introduction Life! Unnecessary design changes are not feasible and if at all they are, it’s too expensive. Exhibit: Marketing/Manufacturing Areas of Necessary Cooperation but Potential Conflict
2. The Basic …show more content…
Inherent complexity: Because they involve at least two different functions, they usually need data from two different sources. The data are typically a mixture of qualitative marketing data and quantified manufacturing data. With regard to capacity expansion, it is fairly easy to determine the costs of facilities and equipment but hard to forecast sales and capacity utilization.
c. Orientation and experience: Marketing managers are oriented towards customer and the experience and exposure also determines that while this person started the journey, he/she was lived by the customer needs. Their biases are based on customer perceptions and his needs. Whereas, manufacturing began as a level 1 and worked up through the production operation and are thus aware of the factory operations.
d. Cultural differences: The lifestyle and cultural difference as in the nature of the work ethics they have been following