"Marketing is the creation of customer demand. Operations management is the supply and
fulfillment of that demand."
Therefore, there is no surprise that marketing and operations
management are intimately connected in many firms. When the two areas are in conflict, one
often sees a mismatch in demand and supply, leading to production inefficiencies and unsatisfied
customers. When they are in synch, we frequently see an improved firm’s competitiveness and
profit. This intra-firm coordination idea can be generalized to inter-firm coordination where
different firms (e.g., manufacturers and retailers) work together to maximize overall supply–chain
performance.
Kulp, Lee and Ofek conduct a survey in consumer packaged goods to examine whether
information sharing, synchronized replenishment, and collaborative product design and
development lead to improved supply-chain performance. The authors find that sharing
information on inventory and customer needs is associated with an improved manufacturer
performance only up to a limited extent. Synchronized replenishment(1), in the form of vendor
management inventory (VMI), is positively related to higher manufacturer margins, while
collaborative product design and development is positively related to higher wholesale prices and
lower retailer stockouts. While these results do not imply causal relationships, they are indicative
of the kind of benefits a supply-chain can achieve as a result of inter-firm coordination.
There are many theories which explains the relationship and importance of these both management.
Steckel, Gupta, and Banerji
Ho and Zheng
Hess and Lucas
Corbett, Zhou, and Tang
All these have given their theories and study, for more detail please go through the following link.
(1) Synchronized replenishment:Synchronized replenishment system is a web application designed to automate the marketing analysis of a manufacturing organization. This software efficiently manages entire marketing and manufacturing information for organization. This software caters the need of an organization which is into marketing of various products. Synchronized replenishment system is tailored to manufacturers and retailers of any product. This system will help manage inventory & improve production scheduling to increase turnover and reduce shrinkage. The system is maintained to daily stock movements & facilitates segregation of data by company. This system features the inventory calculations, analysis and reports company needs to make key decisions to lower their inventory carrying costs. The system will reduce time and space in the inventory master; in addition to this the system greatly reduces maintenance tasks, order processing, work orders, production orders, transfers and purchasing of all products.
Key technologies Used in this project: JSP, Servlets, Oracle 10g, XML, Java Beans
Product/ Platform used in this project: Microsoft,
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