The volatile nature of the current market situation forces companies to improve their competitiveness in different ways. An important but unexplored research area is the integration between production marketing and production efficiency. This research area is important as it can assist companies to improve their competitiveness. The integration between digital marketing and production was examined in this study, and to which extent this integration affects the ability to design an effective and flexible assembly line at a case company. An abductive research approach formed the methodology during this research project, which was a case study where literature review, interviews and observations was used to gather data. The deductive approach facilitated the ability to analyze existing theories and form guidelines to follow when designing an efficientand flexible assembly line. The abductive approach facilitated the integration of the digital marketing strategies with the design of an efficient and flexible assembly line. The analysis showed that the digital marketing attributes had both positive and negative impacts on the production efficiency. It was also stated that using the production as a marketing tool can in fact result in a positive outcome for both parts. Using the production as a part of the marketing strategy could encourage companies to keep the production space clean and structured, which in turn have a positive effect on the production efficiency. The study results also indicated that it is important to consider possible trade-offs that might occur when using the production as a marketing tool. In the case of Habo Plast, the main trade-offs that was found was that the shape of the assembly line is not aligned with both the efficiency and Habo Plast’s marketing purpose. The trade-offs for production marketing are, however, dependent on companies’ chosen marketing attributes and can therefore not be generalizable for all companies. As this subject is an unexplored research area, suggestions for further research are also included in this report.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:hj-54138 |
| Date | January 2021 |
| Creators | Gasslander, Lina, Holmberg, Gustav |
| Publisher | Jönköping University, JTH, Produktionsutveckling |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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