Answered: Describe the organization, the…

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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A big organization is planning to expand its product mix by developing and launching a new line of precision products in 2023. The existing products of the company are being produced in large volumes in a labour-intensive plant which employs 2000 people, 80% of them working on assembly lines. However, manufacturing of the new products will require induction of new technology, both for designing the products, as well as for their manufacturing. Designing of the new products will require professionals from different functions to work together, particularly experts from engineering, R & D, marketing, costing, supply chain and procurement. Production will be automated where manufacturing will be done by robots and intelligent computer aided machines, employing 38 specialized operators and engineers. The company will follow a low volume-high margin strategy for the new products and will continue to mass manufacture the other products in a high volume-low margin strategy. 1. Describe the organization, the industry, its location and its current product lines. 2. Draw the existing organization structure. 3. Design a new structure for the planned expansion in 2023. 4. What type of organization structure are you proposing for 2023 and why? Explain its strengths and weaknesses.

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