The Impact of Lean Manufacturing on Marketing Opportunities Activities: An Exploratory Study of the State Company for Medicines Industry in Samarra

Abstract

The success of any company did not come suddenly, but through the application of lean manufacturing tools and continuous monitoring of the needs and desires of customers in the market and seizing opportunities and exploiting them in those markets. The research problem is determined in how to apply lean manufacturing and exploit marketing opportunities in the research sample company .The research aims to identify the reality of lean manufacturing in the research sample company and its role in achieving marketing opportunity activities and eliminating waste to reduce costs, reduce time and increase productivity. The research community represented the managers of the higher administration and an intended sample of (31) managers was chosen to properly represent the community. The General Company for Drug Industry in Samarra was chosen as a site to conduct the research. The search used statistical software (SPSS Var.19). The research concluded with a set of conclusions such as: The application of lean manufacturing in the company. The research sample contributes to exploiting the available opportunities by reducing waste and reducing time and cost in a manner that suits the company’s objectives. In addition to presenting a set of recommendations such as: The company's management must adopt the proper application of the philosophy of lean manufacturing and its role in harvesting marketing opportunities and work to ensure the success of this application because of its significant impact in reducing costs and achieving a competitive advantage for the company.