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Marketing and OPERATIONS coordination - B207, block 1, reading 13 (Ikea…
Marketing and OPERATIONS coordination - B207, block 1, reading 13
Areas of conflict
Stock control
Marketing
Not right stock
Operations
Minimise waste 'stockholding'
Range breadth
Marketing
Customise
Operations
Variety = costs
Scheduling
Operations
Customer lead times too short
Marketing
Ops slow delivery
New products
Marketing
Sell better
Operations
Disruptive to processes
Capacity planning
Marketing
Always short
Operations
Marketing forecasts inaccurate
M&O diverging strategies
Competition changes
Customer needs adapt
Operation requirements
New markets
Differing performance objectives
Market positioning
Operations must adapt
Competitors forced
Holistic priorities
Insight
Improve understanding
Customers
Target segments
Media to use
Access
Dynamic capability
Continuous input facility
Data
Creative assets
Business decisions
Speed
Increase responsiveness
Reduce costs
Life cycle times
Flexibility
Changing...
Needs
Priorities
Preferences
Demand
Ikea example
Supply chain management
Deliveries to stores
Capacity management
Fluctuations in demand
Supply network design
Size of store
Location
Failure prevention
Cleanliness
Safety
Job design
Training
Recruitment
Contribution
Inventory management
Stock levels
Product design
Stylish
Flat-packed
Quality management
Service
Monitor
Enhance
Process design
Store layout
Customer flow
Operations improvement
Continuous improvement
