2024, Vol. 7, Issue 1

The purpose of the research is to elucidate the use of hybrid manufacturing systems in industrial units by employing modern production and marketing techniques. It aims to highlight the impact of this system on reducing production costs, enhancing product quality, and meeting customer requirements by offering products that fulfill both current and future needs.

The theoretical framework relies on a literature review approach, utilizing books, research papers, journals, and internet resources.

On the practical side, the researcher adopts an analytical-descriptive approach, employing repetitions and percentages (Frequencies & Percentages), along with the use of statistical analysis software (SPSS).

Conclusions: The research draws several conclusions, notably that the factory did not employ modern methods in production and marketing, relying instead on traditional approaches. This resulted in the production of products that do not meet customer needs, leading to product accumulation in stores and customer reluctance to purchase, ultimately causing the products to become outdated and expensive.