A marketing strategy is developed in order to build, maintain and defend a company’ s competitive edge. Operations management involves production, warehousing, purchasing, shipping, maintenance, and planning. The operational strategy involves a set of directions for specific tasks and personnel. It involves getting the company through a product from point A to B. The company intends to invest further with regard to staff, equipment, and storage. Currently, the company has about 300 employees in its ten different departments. It also lacks some equipment such as machinery to fully utilize its potential. Storage facilities are not enough to cater for all goods especially with the intended addition of some products.
The general marketing strategy involves the addition of resources to facilitate efficient production and distribution of food products. The operational strategy at hand involves an increase in 25 full-time staff especially in the shop floor, sales and marketing department. Part-time staff increment is also intended especially in the shop floor and transport by about 30. The storage needed in the operations department as at now is good capacity freezers to cater for all products.
With regard to equipment, the company intends to purchase a new cutting machine to be used for the manufacture of a product range, Twisters. With enough staff, equipment, and storage, operations will run smoothly on a day to day basis. Additionally, Pars Food Limited will be able to achieve its general marketing strategy for an increase in human and another resource. Marketing and operational strategies of Pars Food Limited are related in that the short-term approach of each strategy (operational) works towards the achievement of the company’ s long-term objective (marketing strategy).
The relationship between marketing and operational strategies is that they must be geared towards the same direction for the company objective to be achieved. The objective here lies in enhanced operational activities for better production and distribution which translates to more sales, hence increased profits.
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