RELATIONSHIP BETWEEN MANUFACTURING AND MARKETING DEPARTMENTS IN SOUTH AFRICA
Date
2011-03-22
Authors
Boninelli, Renato Francesco
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Abstract
The project research investigated the inhibitors and facilitators of the relationship
that exists among the marketing and the manufacturing departments in a South
African manufacturing company. The increase in volume of sales due to the
construction boom in local markets combined with the expansion of overseas
markets, as well as a significant increase in customer demand for ‘made-toorder’
products, has placed unprecedented demand on the manufacturing and
logistics functions. More importantly, the already strained relationship between
manufacturing and marketing had deteriorated further, requiring some form of
intervention. Functional objectives and priorities differed among the divisions and
were the cause of conflicts. The aim of the research was to identify opportunities
to enhance the relationship between the marketing and manufacturing
departments.
The research was qualitative in nature and was conducted among a sample
population from marketing, manufacturing and senior management using a
structured questionnaire. The results were consolidated and analysed to
determine the factors.
The main findings of the research were that while good communication and
personal relationships contributed to the success of the relationship between
marketing and manufacturing departments, the lack of common objectives and
understanding of each other’s objectives, forecast accuracy and stock policies
were the key factors affecting the relationship negatively.
One of the key proposals presented by the participants was the need for
improvements of the communication factors, although it transpired that the main
factors inhibiting the relationship between marketing and manufacturing were of
a structural and process nature. Improvements on the definition of aligned
objectives and improvements on the level of personal relationship were also high
on the list of suggestions. Recommendations based on the information gathered
were offered with a view to ameliorate the relationship between marketing and
manufacturing departments and hence reduce the potential for conflict and
simultaneously improve the effectiveness of the organisation.
Description
MBA - WBS
Keywords
Marketing, Manufacturing, Logistics