The Importance Of Coordination Between Marketing And Operational Management

The Role of Marketing in Organization Growth

Questions:

1.The role of the Marketing Function and the Operations Management function of an Organization.

2.The nature of the quality conflicts that could arise because of a lack of coordination between the two business functions. Explain in terms of actual quality, customers's expectation, customer satisfaction and/or dissatisfaction.

3.The Importance of coordination between the two Business Functions.

The marketing department is important for the organization because it helps in growth of the sales and revenue of the organization. It is essential to develop a marketing plan. The marketing plays an important role in upgrading the customers, competition and improvement in the external environment. Marketing plays an important role and it takes into account the strength and weakness of the organization. The marketing plan is formed which is reviewed by the management and it is updated on an annual basis in order to set the annual sales and budget. The marketing plan is formed which takes in account the sales budget, the forecast of demand and also identifies the resources required for the existing as well as the new products. In order to be successful in the implementation of the plan it is vital that the management functions in order to   manufacture, deliver the products and the services. Marketing function is a difficult thing and it is very complex (Heizer 2016).

The operation management shall have the appropriate information so that the company is able to deliver the best. In order to run the marketing and to function it well it is crucial that the operation functions it and the marketing team promotes the plan so that it is implemented on time and to the specification. It is important the marketing personnel meets the target for the customers and are able to serve the customers well and the deliver the specified goods to them. In case of Marketing, it is vital that the operation team as well the marketing team is able to function together with harmony. Today, the trade barriers have reduced and the companies have expanded considerably (Brannen, Piekkari and Tietze 2014).

There are many marketing mistakes that many companies have, out of which Pepsi is one of them who have changed their colors of to blue and the company did not realize that the color blue was associated with mourning in SE Asia and therefore it lead to the substantial decrease in the market share (McDonald and Wilson 2016).

The Importance of Coordination between Operation Management and Marketing

Operation Management is crucial for the proper running of the business. Some authors have described operation management as the day to day activities which involve the designing as well as the system which helps in the achievement of output as predicted by the organization. The operation management has its root in manufacturing, although only manufacturing cannot make the business survive. Today, the immense competition is raising it is important that the company is able to meet the expectation of the customer and to maintain the quality of the product so as to sustain in the market.

The customer expectation plays an important role and it is dependent on the level of quality and the improvement in technology (Johnston and Marshall 2016). Operation management is related to variety of things such as the service, the transport and the supply of operation. In order to run the organization well, it is important that an organization has its own manufacturing, supply, transport and service.

 Customers’ needs and expectations

The customer needs are very important for the organization therefore the company keeps high standard to maintain the level of satisfaction. In case of lack of coordination between the departments in the organization, the company is not able to meet the demands of the consumer wants. In order to meet the needs of the customer and disseminate of the intelligence it is vital to have coordination between the two businesses function.

If there is a lack of coordination between the two business function then there will be conflict in the actual output of the products. The following is affected:

1. There is very high customer complaints and which leads to the expensive mechanism
2. It is costly for the company to maintain the responses of the customers
3. The company thus have to maintain the products which are not valued by the consumers

1. The holding cost of the department is high (Hond et al. 2014).
2. In The company has to invest in the promotion and the selling in order to win new business
3. The company will lose the customers with the lost opportunities.
4. It is necessary to develop new platform so that the company is able to secure a good customer base which is held due to the quality performance (Baccarani, Ugolini and Bonfanti 2015).

Customer Satisfaction

 The marketing and coordination between all the departments in the organization is important to achieve customer satisfaction. The organization faces issues and has to compete in order to in the buyer’s market so as to expose its products and services, and increase its communication and appearance in the market. The performance of the customers and it satisfaction reduces because the consumers chose among the various offers. If the organization is not able to provide the employee exact service then there is huge decrease in the satisfaction of the consumers and thus the company will not grow (Giaretta Castellani and Garofalo 2016,)

Customer Dissatisfaction

It is caused leading to failure in the performance of the product. If the customer is dissatisfied then there is a disparity in their expectation and product performance. If the consumers are expecting which were not realistic and there is no product performance. Satisfaction is defined as “the consumers’ response to the evaluation of the perceived discrepancy between prior expectations and the actual performance of the product after its consumption (Plinke 2015).

Marketing Mistakes and Its Consequences

Coordination is crucial which involves the proper arrangement of individuals and the groups in order to achieve a particular aim. It is important that the organization is able to have proper coordination in between the entire department so and to achieve the organizational objectives. Coordination involves proper planning of the different efforts in the entire department so that the desired objective is achieved without any problems in conflict.

Coordination becomes necessary when the management work together to arrive at a desired objective (Fayol 2016). If there is no proper synchronization in the efforts of the various departments then the company cannot achieve the goals. The coordination is a important function which helps he management so that there is no overlapping of work and the it is done without conflict and thus unity of action is achieved.  

The coordination function is the essence of all the organization. The manager of all the branches and the department applies to all the levels in the management. Thus coordination helps in the maintenance of the harmonious relationship between the groups and therefore to gain efficiency in the organization. These are the reasons as to why the coordinating function is necessary:

• It affects the function of the management such as the planning and the organizing
• It is the principle of management and thus included in one principle

There should be coordination between the managers so as to give a common direction to the effort of the people who are working in the various departments (Bharadwaj et al. 2013). Coordination is required to be maintained in order to accomplish the goals of the organization. It is crucial that everyone in the organization operates smoothly so that the efforts of the people are synchronized in the organization.

Conclusion

In all the organization, all the employees have their own goals. It is the duty of the management to ensure that there is good coordination between the production and the marketing department in the organization and its employees. The management utilizes the experience of the employees for achievement of the goals of the organization. Thus the objective of employees is generally to get maximum remuneration whereas the objective of the organization is to increase the production and wealth. Managers coordinate both by motivating the employees to achieve higher remuneration by producing more, which ultimately helps in realizing the objectives of both sides. Thus this will help the organization to sustain on long term basis

References

Baccarani, C., Ugolini, M. and Bonfanti, A., 2015, August. A conceptual service quality map: The value of a wide opened perspective. In Toulon-Verona Conference" Excellence in Services".

Bharadwaj, A., El Sawy, O.A., Pavlou, P.A. and Venkatraman, N.V., 2013. Digital business strategy: toward a next generation of insights.

Brannen, M.Y., Piekkari, R. and Tietze, S., 2014. The multifaceted role of language in international business: Unpacking the forms, functions and features of a critical challenge to MNC theory and performance.

Fayol, H., 2016. General and industrial management. Ravenio Books.

Giaretta, E., Castellani, P. and Garofalo, A., 2016, December. Improving the quality of information exchange among top managers. In Toulon-Verona Conference" Excellence in Services".

Heizer, J., 2016. Operations Management, 11/e. Pearson Education India.

Hond, F., Rehbein, K.A., Bakker, F.G. and Lankveld, H.K.V., 2014. Playing on two chessboards: Reputation effects between corporate social responsibility (CSR) and corporate political activity (CPA). Journal of Management Studies, 51(5), pp.790-813.

Johnston, M.W. and Marshall, G.W., 2016. Sales force management: Leadership, innovation, technology. Routledge.

McDonald, M. and Wilson, H., 2016. Marketing Plans: How to prepare them, how to profit from them. John Wiley & Sons.

Plinke, W., 2015. The Core Concept of Marketing Management. In Fundamentals of Business-to-Business Marketing (pp. 77-127). Springer International Publishing