The impact of marketing strategy on logistics decisions and the implementation of JIT

Abstract

Marketing has a significant impact on logistics systems and corporate performance, so it is nowadays necessary to define a marketing logistics strategy in the lives of larger companies so that logistics decisions are not distorted by the marketing strategy. According to the current direction of development, smaller and smaller quantities of goods are constantly being moved, with ever shorter deadlines. Therefore, companies prefer to use the Just In Time (JIT) system, which results in a gradual reduction in inventory costs, but increases the burden on the environment. In this article, we analyze the interaction between marketing and logistics and the logistics environment required to implement a JIT system. For research we have used the matrix of Quality Function Deployment (QFD) technique to evaluate the needs of the customer with respect to the JIT system, thus clarifying the logistics strategy applicable to the introduction of the specific product.