Integration Study On The Production And Sales Of Danone

The environment of market has taken place enormous change in present. With gradually acute competition around the world, the requirement of customer becomes more individuation along with decurtation life cycle of product while Single production or management philosophy could not stand the survival and development of enterprise. A neoteric management method naming as the integration strategy of marketing and production is rising to fit the challenge of environment.The strategies of marketing and production are all functional authority factors within the management system of enterprise which run a great role in enterprise operation. The integration strategy of marketing and production could create optimization integrated effective for enterprise. In the operation of enterprise, marketing and production should be kept in a concordance relationship. But for the sake of different specialization and interests, a lot of conflicts might occur while the two functions make operational decisions. In order to reach an agreed trade-off decisions, not only should the two functions have the same understanding of competitive priorities of the firm, but also need to agree on the operational interpretation. Organization communication, performance appraisal, reward system and sales forecast provide mechanism for the implementation of integration.This project deeply focuses to study the integration at Danone Food Company Ltd. The sales from 1994 to 2003, the organization and people, the cooperate culture have been analyzed at first, then the confliction within the company ,especially the fighting between Production and Sales have been studied with the SWOT philosophy, at last some strategy which proved to be effective to smooth production and sales in Donone such as Organization reforming, peoformance management and sales forecast have been introduced .