The small manufacturer increasingly finds that its
environment is becoming more turbulent. Recently, larger
manufacturers have adopted the service factory concept
into their operations; it is thought that small
manufacturers should follow their lead and use the
service factory concept as another competitive weapon.
This concept emphasizes that the factory should offer a
range of ser- vices as well as goods. This paper
presents the strategic marketing planning process as a
useful framework for the small manufacturer to use so
that these services may receive a central focus. pdf