Integrating marketing and manufacturing strategy : a customer focus perspective

Abstract EN

An organization’s goal to get and keep customers, and thus increased profits and market share, is achievable by meeting the market’s requirements for quality, price, product variety, and delivery time.

All of these requirements must be met in order to achieve the customers’ demand for value.

The challenge is to find a close fit between the requirements of the desired market and the organization’s capabilities in those areas.

Achieving the required fit requires not only tight integration between marketing and manufacturing, but also a strong customer focus on the part of each of those entities.

This research paper deals with integrating marketing and manufacturing strategy using the cases of Unisys Corporation Client Server Systems Groups and Dell Computer Corporation.