DISSERTATION

On
TO DEVELOP GUIDELINES FOR EFFECTIVE INTEGRATION OF
MARKETING AND LOGISTIC DEPARTMENT IN THE POWER SECTOR
By
SamriddhTyagi
A0101911042
MBA Class of 2013
Under the Supervision of
Dr. J.P Saxena
Advisor (Decision Sciences)
Department of Decision Sciences & Management
In Partial Fulfillment of the Requirements for the Degree of
Master of Business Administration General
at
AMITY BUSINESS SCHOOL
AMITY UNIVERSITY UTTAR PRADESH
SECTOR 125, NOIDA - 201303, UTTAR PRADESH, INDIA (2013)

Title of Dissertation
To develop guidelines for effective integration of Marketing and Logistic
department in the Power Sector
I declare
(a)That the work presented for assessment in this dissertation Report is my own,
that it has not previously been presented for another assessment and that my debts
(for words, data, arguments and ideas) have been appropriately acknowledged

(b)That the work conforms to the guidelines for presentation and style set out in
the relevant documentation.

Date: 14thMarch 2013

SamriddhTyagi
A0101911042
MBA General (Class of 2013)

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CERTIFICATE

I Dr. J. P. Saxenahereby certify that SamriddhTyagistudent of Masters ofBusiness

Administration General at Amity Business School, Amity UniversityUttar Pradesh has
completed the dissertation Report on To develop guidelines for effective integration of
marketing and logistic department in the power sector, undermy guidance.

Dr. J. P. Sexana
Advisor (Decision Sciences)
Department of Decision Sciences & Management

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Acknowledgement

The satisfaction and euphoria that accompany the successful completion of a task is incomplete
without mentioning the names of those who provided their support and help in making it a
success.
A project is a result of a lot of effort put in by many people directly and indirectly. I would like
to express my gratitude to all those who gave me the possibility to complete this task.
I am thankful to my faculty guide, Dr. J.P Saxena, from Department of Decision Sciences &
Management, Amity Business School, for her continued guidance and immense support as well
as invaluable encouragement.
At the end I would like to express my profound gratitude to the various managers, maintenance
supervisors and engineers for their cooperation. I am thankful for the opportunity to work on this
live project and hope that the findings will provide concrete plans and strategies for the company
to take forward.

SAMRIDDH TYAGI

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TABLE OF CONTENT
CHAPTER 1 : Introduction..1
1.1

Purpose of the study ......................................................................................................... 1

1.2 Context of the study ............................................................................................................... 2

1.1.1

Defining marketing concepts and activities ............................................................. 2

1.1.2

Defining the logistics concept and activities ............................................................ 4

1.1.3 What is a Value Chain? ................................................................................................... 6

1.1.4
1.3

Value Chain Analysis............................................................................................... 7

Significance of the study ................................................................................................ 12

1.4 Theoretical Framework ........................................................................................................ 12

1.4.1 Logistics and marketing functional integration............................................................. 12
1.4.2 Importance of Supply Chain Management ................................................................... 13
1.4.3 Improving inter functional integration between marketing and logistics...................... 16
1.4.4 Formal and informal integration ................................................................................... 17
CHAPTER 2: Review of the literature ........................................... Error! Bookmark not defined.0
CHAPTER 3: RESEARCH METHODS AND PROCEDURES................................................... 23
3.1 Objective of the study .......................................................................................................... 23
3.2 Research Design................................................................................................................... 24
3.3 Participants........................................................................................................................... 25
3.4 Data Collection .................................................................................................................... 25
3.5 Instruments Used ................................................................................................................. 25
3.6 Pilot Study............................................................................................................................ 29
3.7 Data Analysis ..................................................................... Error! Bookmark not defined.0
3.8 Limitations ......................................................................... Error! Bookmark not defined.0
CHAPTER 4: DATA ANALYSIS AND FINDINGS .................... Error! Bookmark not defined.1
4.1 Introduction ........................................................................ Error! Bookmark not defined.1
4.2 Results of Research Questions ........................................... Error! Bookmark not defined.1
4.2.1 Results for the survey form for the logistics manager .... Error! Bookmark not defined.1
4.2.2 Results for the survey form for the marketing manager ................................................... 43
4.3

Findings of the Research ................................................................................................ 46

4.3.1 Comparing the responses for the roles and responsibilities of the logisticsmanager: ... 54
4.3.2Comparing the responses for the roles and responsibilities of the Marketing manager: 55
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4.3.3Comparing the responses for the various collaborative functions between the marketing and the
logistics manager ................................................................................................................... 56
4.3.4Comparing the responses for the various Inhibitory functions between the marketing and the
logistics manager ................................................................................................................... 57
4.3.5Comparing of responses to measure the level of internal integration between the 2
departments59
CHAPTER 5: CONCLUSION AND RECOMMANDATIONS ................................................... 62
5.1

Summary of findings...................................................................................................... 62

5.2

Discussions on Research Question ................................................................................ 63

5.3

Recommendations .......................................................................................................... 64

5.4

Suggestions for the future research ................................................................................ 66

APPENDIX : QUESTIONNARE USED ...................................................................................... 68

Survey Form for logistics manager ................................................................................................ 68
Survey Form for the marketing department ................................................................................... 75

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LIST OF TABLES
Table 4.1: Modes of communication ............................................................................................. 38
Table 4.2: Modes of communication (Marketing manager) .......................................................... 45
Table 4.3: Level of Internal Integration.. 59

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LIST OF FIGURES
figure 1.1: Dfinations Of Marketing ................................................................................................ 2
Figure 1.2 : 4 P's Of Marketing........................................................................................................ 3
Figure 1.3 : Defination Of Logistics ................................................................................................ 3
Figure 1.4 : Various Activities Of Logistics .................................................................................... 4
Figure 1.5 : Value Chain .................................................................................................................. 5
Figure 1.6: Logistics Integration With Other Departments ........................................................... 17
Figure 4.1: Roles And Responsibilites Of Logistics Manager ....................................................... 29
Figure 4.2 : Roles And Responsibilites Of Marketing Manager .................................................... 31
Figure 4.3: Functions Of Logistics Department (Collaborative) ................................................... 34
Figure 4.4 : Functions Of Logistics Department (Inhibitors) ........................................................ 36
Figure 4.6 : Roles And Responsibilites Of Marketing Manager .................................................... 41
Figure 4.7: Roles And Responsibilites Of Logistics Department .................................................. 42
Figure 4.8: Functions Of Marketing Department (Collaborative) ................................................. 44
Figure 4.9: Functions Of Marketing Department (Inhibitory) ....................................................... 45
Figure 4.10: Graphical Representation of mode of communication 59

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TO DEVELOP GUIDELINES FOR EFFECTIVE INTEGRATION OF MARKETING AND

LOGISTIC DEPARTMENT IN THE POWER SECTOR

Abstract

The past research on this topic shows that interaction between the marketing and the supply
chain of the company is very important for creating value in the todays marketplace by
combining the strengths of marketing and the supply chain competencies. But the professionals
in the real business world are unable to implement and coordinate this kind of interaction in their
day to day operations. Also the marketing and the supply chain professionals feels that both the
departments are completely of two different domains and the actions of one department has no
influence over the operations of the other department. Thus aim of this research is to disapprove
this believe by an exploratory study. The major objectives of the study are:
1. To determine whether the marketing and the logistics managers are aware of each
others roles and responsibilities or functions in the organization.
This objective will to determine level of understanding of duties or tasks of the employees in the
department under study.
2. To determine whether the functional marketing and logistics interaction exists
between the industries of the power sector under study.
This objective will determine the point of contact or the level of internal integration.
3. To determine various function or factors this enhances or inhibits the level of
integration between the 2 departments.
This objective is achieved by finding the major factors and the parameters which helps to
facilitate or enhance the integration between the logistics and the marketing department.

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