Marketing and logistics as parts of a single system
Marketing and logistics are integral parts of the organization of a company’s operations. Marketing is responsible for analyzing the market and consumer needs, it also determines the quantity of products needed to meet demand in a particular sector. Logistics in this case is a tool for the implementation of the strategy, it is responsible for the supply of goods, optimizes costs and increases the possibility of obtaining good results. The use of marketing in combination with logistics makes it possible to improve the company’s financial performance.
As for marketing, it can be used to track and analyze market demand. This area provides answers to questions about how much product is needed, when it will be best presented, and where it is most needed. And logistics takes the responsibility to physically move the product to a given point so that it is as accessible to the consumer as possible. This is done in such a way as to reduce costs.
It should be understood that the two industries can be used not only in conjunction with each other. They can work in independent directions. However, it is better to apply the capabilities of marketing and logistics in a unified system in order to obtain high results and efficient business.
For example, the delivery system for a particular product category is fine-tuned to optimize time and cost. Taking advantage of this fact, marketing can build an effective strategy to increase the impact on a given market sector and a specific audience of consumers. As a result, the company will receive an increase in profits and strengthen its position.
Marketing is an important part in building a business development strategy, for this purpose it studies the market and the needs of consumers. Specialists of this division are engaged in the development of new products, brand and image of the company. Responsibilities of logistics include control and implementation of processes of delivery of products to the end consumer. At the same time the task is to reduce costs, both time and financial.
The processes planned by marketing tools are handed over to logistics, and it is responsible for their organization and optimization. For example, marketing releases a new product, and logistics must provide the production of raw materials, as well as the physical movement of manufactured goods. To ensure that the efforts of the two services are not futile, they must work together.
The synergy between marketing and logistics is one of the key factors for the success of activities. And this synergy shows results for domestic and international markets. In turn, paying insufficient attention to the interaction of these areas, the business can limit itself in its development and scaling.
