Senda Group Footwear Industry Production And Sales Integration, Rapid Response System

Since 1990s, customers, competition and changes have greatly increased the instability of market needs. One of the problems modern manufacturing industry now faces is how to improve the ability in response to the market so as to fit in with the instability. Senda Group, as master of the shoes-making enterprises of its kind, is in urgent need of improvement in its manufacturing system to response the need of the market quickly and effectively. Under the situation of keen market competition, its original large-scale production doesn't meet the consumptive need of the tendency to pluralism and individuality. The settlement to Senda's problem makes universal significance for reference for the recombined manufacturing system of reforming enterprises.The writer puts forward the concept of elastic manufacturing system according to the evolutionary law of modern manufacturing pattern. First, elasticity suggests flexibility in its traditional sense. Its inner organization can meet the needs of producing various products in small numbers. Second, elasticity also implies the character of immediate response to the change of the surroundings as well as the ability of self-study and adaptation. Moreover, it can regulate and perfect the organization and the process in accordance with the market. The writer concludes and ponders over the definition, function, structure and essential factors of the system and introduces the related manufacturing patterns and methods. Then he analyzes and diagnoses the status quo about Senda's problems in shoes-making and also the causes. Then comes the conception that Senda should set up its system of integration of production and marketing operations, which includes the following: the establishment of managing ideas of marketing direction, and that of organization of study, the reconstruction of the enterprise to the market, the adoption of the patterns of mixed-production, technology of co-operation and integration, the development of open and co-operative culture, etc. Last, the writer analyzes some key problems and offers some advice on how to solve them.