"The Production concept is the idea that consumers will favor products that are available or highly affordable." (Kotler, 2012). Knowing the customer's needs and wants is the important for marketing orientation. Print production concept, we focus on the products which customers always want to buy it immediately when they need so products must be available all the time and reasonable price is important as well. The cost for this concept is high. According to VBL report, critical VBL $21 million for expand capacity triple. Besides that, the VBL also bottled a critical line in high speed in 2011. All things are just serve for purpose that produce beer faster therefore products will always available and price affordable. Benefits are significant, VBL will not lose customers if they want to buy beer and products are out of stock. Supply is lower than demand will make the price increase so products are always available make the price stable and reasonable. I suggest that VBL should be invest technology more powerful and higher speed to lower produce time and cut down labors to decrease products price.
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