Med$-$Chem$$s Current Planning System

The current system at Med$-$Chem had been in place for as long as anyone could remember. This system did not differentiate between the performance of marketing and the performance of operations. Everyone agreed that all the information needed by management to reduce the problems existed but no one really knew how to proceed. As Todd told Fiona before she left, there had to be a better way of planning at Med$-$Chem.

Questions

Describe the current system in use as it applies to the operations personnel and marketing personnel. To what extent does this system help or hinder Med$-$Chem$$s ability to achieve its objectives? Why?

For marketing and operations, what are the critical activities that they must do well for Med$-$Chem to be successful in the marketplace?

What general recommendations would you make to Todd regarding the current situation?