Coordination in Operations and Marketing for Quality Enhancement

In contemporary business environments, successful management hinges on the efficient coordination of various functional areas within an organization. This essay delves into how operations management and marketing function must collaborate to ensure effective planning, organizing, controlling, and achieving strategic goals. Coordination is crucial for aligning efforts across these functions to provide unity in action towards shared objectives, as noted by Bouckaert et al. (2016). The marketing function establishes customer relationships and develops plans that include demand forecasts and raw material identification, which are essential for new product development. Operations management plays a pivotal role in managing resources and overseeing the production and delivery of products and services (Hill, Jones, & Schilling, 2014). Without coordination, there can be significant quality conflicts due to misalignment between forecasted demands and actual resource allocation, leading to dissatisfaction among customers. Quality is essential for meeting customer expectations and building brand loyalty (Baker, 2014; Hartley, 2017). Coordination ensures that marketing insights into customer needs translate into effective operational strategies, minimizing gaps in quality and enhancing customer satisfaction. Moreover, coordination optimizes the use of organizational resources, reduces inter-departmental conflicts, and fosters a team-oriented culture that motivates employees through autonomy (Galegher et al., 2014). Ultimately, well-coordinated operations and marketing functions can lead to improved market positioning and increased goodwill for the organization. This alignment is necessary for planning, organizing, staffing, and achieving overall business objectives efficiently. As such, both functions must work together harmoniously to understand customer needs and resource requirements, thus ensuring product quality and enhancing customer satisfaction.

Running Head: Operations Management
Operations Management

Operations Management 1
Operations Management
Each and every business in today’s world is managed by the various business functions;
these functions manage certain aspects or activities of the business. These activities of the
business consist of planning, coordination, organizing and controlling. The coordination is a
crucial element to maintain the functions of the organization. Coordination refers to a
combination of efforts of a group to provide unity of action for achieving the goals and
objectives (Bouckaert, Peters, and Verhoest, 2016). Each and every function in the organization
is working to achieve the strategic objectives and goals. Instead of working separately if they
work together then they will be able to accomplish the work more effectively and efficiently.
The role of the marketing function and the operations management function is must in
each and every organization. Marketing function plays a vital role in establishing the relationship
between the customers and company. The role of the marketing department is to develop the
marketing plan. A marketing plan consists of sales budgets, forecasting of the demand and the
identification of the raw material that is required for new product and services. The successful
implementation of planning in the company needs the actions of the operations management
function. The operation management function consist the management of the material and
personnel in the organization (Hill, Jones, and Schilling, 2014). Operations management function
is must for the physical development, producing and delivering of the product and services. The
marketing and operations management function are depended on each other. The coordination
among the functions of the organization is just to maintain the quality that occurs due to lack of
the coordination because both the functions are depended on each other.

Operations Management 2
The lack of coordination between the two business functions will lead to quality conflicts.
Quality of the products and services needs the coordination of both the functions of the business.
Manufacturing products and services are done on the demand forecasted and identification of the
raw material, if there is lack of coordination then the organization will not be able to meet the
expectation of the customers. They will not be able to deliver the actual quality of the product.
The actual quality is the quality of product that has the ability to satisfy the needs of the
customer. The quality of the product provided to the customer is not appropriate according to the
customer needs and demand. Quality is a most important tool to make the connection with the
customers (Baker, 2014).
Customer expectation is must be fulfilled for the business, the company always try to
meet the needs and expectation of the customers in terms of quality. Though, lack of
coordination between the two functions will lead to the conflict in terms quality. The marketing
function deals with the customer so they can understand the expectation of the customer and they
can make the operation management to understand the needs. This is only possible when both the
function of the organization work together which is possible with the help of proper
coordination. The fulfillment of the customer expectations will lead to customer satisfaction. In
case, the company is not able to meet the expectation of the quality of the product then the
customer will be dissatisfied with the brand ( Hartley, 2017). Customer satisfaction is must for
the organization to enhance the brand awareness, market share and the goodwill of the
organization in the market. This shows the need for the coordination of the two business function
to reduce the quality gap.
The coordination is very important to the two business functions. Coordination is the
essence of the management that can create an impact on the planning, organizing, staffing and on

Operations Management 3
the quality of the products and services offered by the organization. Coordination is the only way
to bring together the human and material resources of the company. The requirement of the
resources is must to attain the goals and objectives of the organization. The coordination helps
the organization in making proper utilization of the resources (Morschett, Schramm-Klein, and
Zentes, 2015). Coordination plays a vital role in reducing the conflict among the organization
between the functions so that company will be able to process the smooth working. The
objectives of the company can easily be achieved with the help of the coordination. The
coordination also enhances the goodwill of the organization by providing the quality products to
the customers at the lower prices. The improved goodwill will help the organization to make the
space in the market. Coordination enhances the team spirit which is done by the company to
arrange the work in such a way so that minimum conflicts take place. The coordination helps in
encouraging the employees to share the ideas for achieving the work, this encourage makes them
work as a team. The departments of the business work differently to accomplish common goals,
but the department needs proper direction to accomplish the goals this is promising with the help
of the coordination (Galegher, Kraut, and Egido, 2014). The employees in the department need
freedom of work, different individuals in the organization have different working style. The
freedom at work will give motivation to the employees and this motivation enhances the
productivity of employees.
In the organization, the two business functions need to coordinate with each other to
understand the needs of the customers and the resources required to produce the new product and
services that will enhance the customer satisfaction. The marketing team can analyze the
essential of the customer because they are in the touch of the customers and according to their
need they forecast the product (Howard, Turban, and Hurley, 2016). Coordination with the

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marketing function will help the operation management to perform the function of planning,
organizing and controlling. This shows the need for the coordination of the business functions.
References
Baker, M.J., 2014. Marketing strategy and management. Palgrave Macmillan.
Bouckaert, G., Peters, B.G. and Verhoest, K., 2016. Coordination of Public Sector
Organizations. Palgrave Macmillan.
Galegher, J., Kraut, R.E. and Egido, C., 2014. Intellectual teamwork: Social and technological
foundations of cooperative work. Psychology Press.
Hartley, J.R., 2017. Concurrent engineering: shortening lead times, raising quality, and
lowering costs. Routledge.
Hill, C.W., Jones, G.R. and Schilling, M.A., 2014. Strategic management: theory: an integrated
approach. Cengage Learning.
Howard, L.W., Turban, D.B. and Hurley, S.K., 2016. Cooperating teams and competing reward
strategies: Incentives for team performance and firm productivity. Journal of Behavioral and
Applied Management, 3(3).
Morschett, D., Schramm-Klein, H. and Zentes, J., 2015. Strategic international management.
Springer.