Discuss about the Operations Management Role in Marketing.
Each and every business in today’s world is managed by the various business functions; these functions manage certain aspects or activities of the business. These activities of the business consist of planning, coordination, organizing and controlling. The coordination is a crucial element to maintain the functions of the organization. Coordination refers to a combination of efforts of a group to provide unity of action for achieving the goals and objectives (Bouckaert, Peters, and Verhoest, 2016). Each and every function in the organization is working to achieve the strategic objectives and goals. Instead of working separately if they work together then they will be able to accomplish the work more effectively and efficiently.
The role of the marketing function and the operations management function is must in each and every organization. Marketing function plays a vital role in establishing the relationship between the customers and company. The role of the marketing department is to develop the marketing plan. A marketing plan consists of sales budgets, forecasting of the demand and the identification of the raw material that is required for new product and services. The successful implementation of planning in the company needs the actions of the operations management function. The operation management function consist the management of the material and personnel in the organization (Hill, Jones, and Schilling, 2014). Operations management function is must for the physical development, producing and delivering of the product and services. The marketing and operations management function are depended on each other. The coordination among the functions of the organization is just to maintain the quality that occurs due to lack of the coordination because both the functions are depended on each other.
The lack of coordination between the two business functions will lead to quality conflicts. Quality of the products and services needs the coordination of both the functions of the business. Manufacturing products and services are done on the demand forecasted and identification of the raw material, if there is lack of coordination then the organization will not be able to meet the expectation of the customers. They will not be able to deliver the actual quality of the product. The actual quality is the quality of product that has the ability to satisfy the needs of the customer. The quality of the product provided to the customer is not appropriate according to the customer needs and demand. Quality is a most important tool to make the connection with the customers (Baker, 2014).
Customer expectation is must be fulfilled for the business, the company always try to meet the needs and expectation of the customers in terms of quality. Though, lack of coordination between the two functions will lead to the conflict in terms quality. The marketing function deals with the customer so they can understand the expectation of the customer and they can make the operation management to understand the needs. This is only possible when both the function of the organization work together which is possible with the help of proper coordination. The fulfillment of the customer expectations will lead to customer satisfaction. In case, the company is not able to meet the expectation of the quality of the product then the customer will be dissatisfied with the brand ( Hartley, 2017). Customer satisfaction is must for the organization to enhance the brand awareness, market share and the goodwill of the organization in the market. This shows the need for the coordination of the two business function to reduce the quality gap.
The coordination is very important to the two business functions. Coordination is the essence of the management that can create an impact on the planning, organizing, staffing and on the quality of the products and services offered by the organization. Coordination is the only way to bring together the human and material resources of the company. The requirement of the resources is must to attain the goals and objectives of the organization. The coordination helps the organization in making proper utilization of the resources (Morschett, Schramm-Klein, and Zentes, 2015). Coordination plays a vital role in reducing the conflict among the organization between the functions so that company will be able to process the smooth working. The objectives of the company can easily be achieved with the help of the coordination. The coordination also enhances the goodwill of the organization by providing the quality products to the customers at the lower prices. The improved goodwill will help the organization to make the space in the market. Coordination enhances the team spirit which is done by the company to arrange the work in such a way so that minimum conflicts take place. The coordination helps in encouraging the employees to share the ideas for achieving the work, this encourage makes them work as a team. The departments of the business work differently to accomplish common goals, but the department needs proper direction to accomplish the goals this is promising with the help of the coordination (Galegher, Kraut, and Egido, 2014). The employees in the department need freedom of work, different individuals in the organization have different working style. The freedom at work will give motivation to the employees and this motivation enhances the productivity of employees.
In the organization, the two business functions need to coordinate with each other to understand the needs of the customers and the resources required to produce the new product and services that will enhance the customer satisfaction. The marketing team can analyze the essential of the customer because they are in the touch of the customers and according to their need they forecast the product (Howard, Turban, and Hurley, 2016). Coordination with the marketing function will help the operation management to perform the function of planning, organizing and controlling. This shows the need for the coordination of the business functions.
Baker, M.J., 2014. Marketing strategy and management. Palgrave Macmillan.
Bouckaert, G., Peters, B.G. and Verhoest, K., 2016. Coordination of Public Sector Organizations. Palgrave Macmillan.
Galegher, J., Kraut, R.E. and Egido, C., 2014. Intellectual teamwork: Social and technological foundations of cooperative work. Psychology Press.
Hartley, J.R., 2017. Concurrent engineering: shortening lead times, raising quality, and lowering costs. Routledge.
Hill, C.W., Jones, G.R. and Schilling, M.A., 2014. Strategic management: theory: an integrated approach. Cengage Learning.
Howard, L.W., Turban, D.B. and Hurley, S.K., 2016. Cooperating teams and competing reward strategies: Incentives for team performance and firm productivity. Journal of Behavioral and Applied Management, 3(3).
Morschett, D., Schramm-Klein, H. and Zentes, J., 2015. Strategic international management. Springer.