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Block 1: Session 10 - Marketing and operations (Importance of strategic…
Block 1: Session 10 - Marketing and operations
Importance of strategic coordination
Lack of communication between management functions leads to poor integration of decision-making
Known as - Siloed working
marketing and operations functions need to work together
To ensure sales growth
To ensure realistic expectations
To prevent operational failures
Areas where conflict could arise
Shapiro (1977) - see book
Can be heightened by market requirement changes
Operational changes can be
Difficult
Time consuming
Costly
Improving coordination
New roles being created
Marketing operations manager
Improve processes, programmes, infrastructure efficiency and effectiveness
Holistic approach
Speed
Insight
Access
Flexibillity
Demand chain management (Christopher and Ryals, 2014)
Recognising that extended supply chains need better coordination
Bringing demand creation and demand fulfillment closer together
The framework shows how there might be degrees of coordination between marketing and operations functions
Two subjects must be integrated if an organisation is to successfully service its chosen markets
Strategy
A ‘competitive strategy’ is a set of decisions that allows the business to achieve its goals ahead of the competition.