PROPOSITIONS FOR CONFLICTS BETWEEN MARKETING AND PRODUCTION AIMED AT CLIENT SERVICE: A CASE STUDY AT AN AUTO PARTS COMPANY

Abstract

The goal of this article is to reflect on the difficulties companies face in handling the conflicts of interest between the departments of marketing and production, generated when on one side we have the marketing focusing on the client service and on the other side we have the production prioritizing the productivity. Furthermore we shall analyze the evolution of the client service in competitive fields where those kinds of conflicts are common. In order to study such problems it was considered the market of car parts suppliers to Brazilian car assembly plants through a study in a supplying company, which adopted a restructuring process and defined a logistics area to minimize the conflicts. The concept of evaluation criteria will be defined, and their evolution on the market in the last years will be studied as well. To conclude, the solutions adopted by the company researched and the improvements achieved in the client service process will be analyzed.