IKEA is a company works in the home appliances
field which produce and distributes all kind of goods and material related to your
house starting from furniture like tables, chairs, mirrors, etc. but if we look
at IKEA as organization different sectors and department work together to achieve
their mentioned goal.
organization divided to deferent sectors that work and corporate together to achieve
its goal and the main sector of the organization is the operation function
which is the core function of the organization.
In an organization Operations management
is something essential in the business function and the responsibility of managing
the process of production of goods and services is the main role of it. And to clarify
more we can say the following actions is the organization mainly taking by the operation
management team like; planning, organizing, coordinating with other department,
and controlling all the resources needed to produce a company’s goods and
services. And due to it; managing people, equipment which is needed, required technology,
gathering information, and all the other resources needed in the production of
goods and services it goes also under operation management as well. Operations
management is the central core function of every company. And” its play an
enormous role in taking actions in the company such Most of the costs of producing goods or services are
directly related to the costs of acquiring resources, transforming them or
delivering them to customers” (Kotler, 2000). For many organizations also in the private
sector, reducing costs through efficient operations management gives them
a critical competitive in not-for-profit sector, the ability to manage
costs is no less important. Moreover, Customers need products that are made
correctly, are customized to their needs, are delivered on time, and priced
competitively. The objectives of operations function can be stated as product
price, flexibility, speed and quality. Achieving these functions to satisfy the
customers is the importance of Operations Management. In reality, there are
variations in scope of Operations Management in different firms or industry.
However, the overall objective remains the same.
On the other hand, marketing
main reasonability is toward sales, looking after customer demand, and
understanding customer requires and needs. Consider a car company such as Toyota.
The marketing function of Toyota is responsible for promoting new cars to
target customers and bringing customer feedback to the organization. Marketing
is essentially the window to customers However, it is the operations function
that plans and coordinates all the resources needed to design, produce, and
deliver the various vehicles to the regional markets , suppliers showrooms, and
other locations where needed. Without marketing operations, there would be no
products to sell to customers. In addition of vital role in promoting the business and mission of an
organization, it serves as the face of your company for coordinating and
producing all materials representing the business. “It is the Marketing
Department’s job to reach out to prospects, customers, investors and/or the
community, and create an overarching image that represents your company in a
positive light” (Kotler, 2000). Every organization seeks a distinctive marketing mix.
This is often referred to as the 4Ps. It involves focusing on:
The first one is (product): the feature and benefit of
The second one is the (place): where we have to sale the
Third is the (price): offering reasonable price and
noticing competitor prices as well.
The last is (promotion) offering discount in a seasonal
event for example.
Management function and marketing
function both try to reach customer expectation by
Providing high quality product and
services and as result they gain profit and work to
Customers become satisfy in the end of
the day. But to look after the quality managers
They should know what quality is: Quality defined by different authors
there are many.
can be defined broadly as superiority or excellence” ( Zeithaml, 1988) or Quality
Can be defined
broadly as superiority or excellence.
can be defined as a post-purchase evaluation of a product or service given
pre-purchase expectations. Customer Satisfaction has been a central concept in
marketing literature and is an important goal of all business activities.
Today, companies face their toughest competition, because they move from a
product and sales philosophy to a marketing philosophy, which gives a company a
better chance of outperforming competition (Kotler, 2000).For marketers or
service providers, achieving customer satisfaction is important because it is
supposed to be an important motive of customer loyalty, repeated business (with
customer) and positive word of mouth (Bearden and Teel, 1983).
customer evaluates their level of satisfaction by experimenting the service
quality, satisfaction with services is related to conformation or
disconfirmation of expectations (Smith and Houston 1982).as a result; satisfied customers are more likely to
repeat buying products or services. They will also tend to say good things and
to recommend the product or service to others. On the other hand dissatisfied
customers respond differently. Dissatisfied customers may try to reduce the
dissonance by abandoning or returning the product.
already we discussed above we can understand the importance of each business
function wither its marketing or operation management it is almost like a
system work which each part of the components in the system are important to
run and operate well as result in the end achieving the goal and the
coordination between business function well lead to more profit and customer
satisfaction basically operation management take care on production of goods
and services and how to manage the recourses of the organization but after the
production it is the marketing function who involve to find the potential
customer and places to introduce the product and to enhance the sale. In
addition ,marketer responsible to make their own research about customer satisfaction
and expectations and deliver the report to the operation manager and depend on
the given report they make the decisions regarding reducing the price ,
increasing orders, lowering the cost , producing new product and how to fulfill
customer expectations. So it’s all about the teamwork and corporations between
the two business functions.
up, managing people, equipment, technology, information, and all the other
resources needed in the production of goods and services is a part of operation
management and the marketing main
reasonability is to enhance the sales, generating customer demand, and
understanding customer wants and needs. And Companies win or lose based on what
percentage of their customers they can keep. Success is largely about the
retention of customers. And to achieve that Operation management function and
marketing function within an organization by their coordination work on
production of goods and services with high quality they can satisfy customer
expectations as on what already discussed earlier.