What does JIT mean in marketing terminology?


Just-in-time (JIT) is an inventory and production strategy that helps businesses stay streamline and cost-effective without compromising on quality. It ensures that goods are only produced or purchased in the quantity required, and when required, thus avoiding a large quantity of idle products or materials. This method uses sophisticated analysis to anticipate demand which helps to reduce the need for large inventories and maximises operational efficiency.

The main goal of JIT is to plan for and produce only what is needed, as and when it is required, and thereby reducing expenses on wasteful inventory and resources. JIT is a “pull” system where materials, components, and finished products move in response to customer demand. With JIT, inventory is only ordered when it is required and is only kept in the quantity that is needed, eliminating the surplus inventory and subsequent wastage.


JIT is composed of several important elements that, when working in tandem, can effectively eliminate unnecessary overheads and improve efficiency. It is important to understand each elements purpose and how best to uphold them in order to gain the most from the system. These elements include:

• Smoothing supply and demand curves

• Improving forecasting capabilities

• Process design for rapid changes

• Standardisation

• Vendor managed inventory (VMI)

• Quality assurance

• Technology advances

• Later-stage customisation

Smoothing Supply and Demand Curves

In order to develop an effective Just-in-Time system, the demand and supply curves must be kept in balance. This means considering the customer orders, production times and possible transport delays to ensure that customer orders are satisfied in a timely manner. By anticipating demand, a business can ensure that components and items are available when needed and production never grinds to a halt.

Improving Forecasting Capabilities

Having accurate and reliable forecasts is essential for anyone running a Just-in-Time system. Forecasts should be based on customer demand, production capability and delivery times to ensure the smoothest operation possible. New technology is also making it easier for companies to track customer data, inventory levels and orders to help them better predict and meet their customer’s needs.

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Process Design for Rapid Changes

Having an organisational process that allows for rapid changes is key for any JIT system to remain efficient. Allowing staff to adjust processes without getting bogged down in bureaucratic red tape can help in times when customer demands change quickly. This may involve introducing new recruitment processes, training, and new production methods to ensure that customer orders are met and production continues flowing.


Standardisation is essential for a successful JIT system. By having consistent processes, measurements, and materials, on-time delivery and higher quality can be achieved. This may involve following industry standards, such as ISO 9000, or creating your own standards across all parts of the company. This could also involve training, regular audits, and streamlining processes.

Vendor Managed Inventory (VMI)

With VMI, a business works directly with their supplier to coordinate the purchase, transport, and storage of inventory. The supplier tracks customer demand and controls the purchasing and delivery of required material, helping to create a seamless flow of inventory from order to delivery. This helps to reduce costs, as the supplier is motivated to keep the amount of inventory low, therefore reducing waste and allowing for rapid replenishment of out-of-stocks.

Quality Assurance

Having a focus on quality assurance is essential when it comes to Just-in-Time operations. It is vital to ensure that production processes are up to standard and all personnel are properly trained to ensure that products meet customer expectations. This may involve the implementation of measures such as quality checks, defect prevention, and regular audits.

Investment in Technology

Technology can be a powerful tool in helping to improve the Just-in-Time process. It is possible to invest in software or hardware that can aid in tracking and automating operational processes to make them more efficient. This can help to identify issues quickly and make the necessary changes to get things back on schedule in a timely manner.

Later-Stage Customisation

Customisation, when done correctly, can improve customer satisfaction without significantly impacting the delivery of a product. To use customisation correctly in a JIT system, it should be done closer to production or delivery. Having customised orders produced prior to the actual customer order can lead to wasted materials and delays.