Strategic development of manufacturing market analysis for investment priorities

Journal article

Emphasizes the need for thorough market analysis in the development of a manufacturing strategy, and reports on evidence which indicates that UK companies are failing in the task of analysis. Draws on case examples from the government-inspired manufacturing, planning and implementation scheme (its projects were in two parts ™ market review and selection of appropriate technologies) in studying methods used, the outcomes and the role of the analytical co-ordinators (operations-management academics). Discusses market-review activities, e.g. customer surveys, and their weaknesses in terms of coverage, verification, segmentation and definition.

Authors: Westbrook, R; Hill, T

• Publication date: 1997-06-01