Marketing strategy and manufacturing ability-a product based control scheme

It is not sufficient to control the manufacturing process alone. It is necessary to ensure that there is a degree of fit between the manufacturing ability and that the process is managed in such a way that profit is maximised. Without this the company will not be able to meet the challenge of competition or keep their customers satisfied. Customer satisfaction should not be founded purely in sales or after sales service. These may be important but it is dangerous to accept this without facts. Many marketing decisions are made on whim and intuition. Criteria for customer satisfaction must be determined before the first item comes off the production line; it should be built into the process, in the design stage