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Marketing & Operations Coordination (Reading 13) - Coggle Diagram
Marketing & Operations Coordination (Reading 13)
The importance of strategic coordination
Possible
conflict
areas:
operation managers are focused of
hard (quantified)
data and marketing managers are focused on
soft (qualitative)
data - hard to match up
different task orientations and social concerns
operation managers are focused of
cost
and marketing managers are focused on
sales
Other
conflict
areas:
capacity planning
new products
scheduling
breadth of range
stock control
Possible
complicating
factors:
technological change puts more pressure on the product demand & processes
the difficulty of changing increasingly automated operations
need for greater coordination if the business is going through rapid change/growth
greater visibility of poor performance from capital costs & constraints
having to interface with each other but also other business functions (research, development & engineering)
Improving coordination
Insight
- improve understanding of customers, and target segment & use the bets mix of media to reach them
Access
- provide dynamic capability through continuous input facility
Speed
- increase responsiveness and reduce cost of life cycle times
Flexibility
- adapt to changing needs, priorities, preferences & demand