Analysis of the marketing and production strategies of Winkler AGWinkler AG is a manufacturer of packaging materials for grocery chains, electronics, food industry, products for office and household items. The company is headquartered in Berlin and has manufacturing facilities in Hamburg and Stuttgart, Germany. Manufacturing operations are split 50/50 for 4 major customers and 50% for the grocery and food chain. Winkler holds a market share of approximately 50% with an average contribution margin of 25%. In particular, Winkler is a leader in the sector of fiber containers used for the packaging of snack products with a market share of 52%. This case study analyzes Winkler's marketing and manufacturing strategies and how the two can be aligned for greater operational efficiency. Examining Winkler's Marketing Initiatives Winkler's goals are to increase their sales volume by 25% and increase their total market share by 35% over the next 3 years while maintaining contribution margins at 25%. To achieve these goals and maintain their position as a market leader in the fiber container manufacturing industry, they have come up with 3 marketing initiatives: Just In Time (JIT), new product innovation and competitive pricing.i. Just In Time (JIT) Delivery Program • Provide better service to customers by reducing delivery time from 1 to 1.5 days after receiving the order. • Hess represents a key and growing part of Winkler's business and offers the opportunity to outsource the entire fiber container production.Analysis• The existing lead time at the Hamburg plant ranges from 1 day to 6 days and at the Hamburg plant Stuttgart from 5.8 to 6.4 days. Hess operates on the JIT strategy at the Hamburg plant mainly with lead time...... middle of paper ......r.• Winkler should shift its focus to high-volume customers as this business segment is expected will increase more than 200% in the next 3 years. This leads to better contribution margins and profitability of the marketing strategy. • Production should focus on processing system and monitoring control to take advantage of market demand and improve production efficiency. This can be achieved through effective capital investments and upskilling workers. • There must be common winners and qualifiers for both marketing and production strategies. Your marketing and manufacturing strategies should be aligned and focused to achieve your business goals and objectives.