The production concept is one of the oldest marketing management philosophies. It states that consumers will prefer products that are readily available and affordable, and that the organization should therefore focus on increasing the efficiency of production and distribution.
This concept is useful in two situations: 1) When demand exceeds supply (and a focus on production is needed) and 2) When the price of the product is high and must be reduced through mass production to expand the market. It is internally rather than market-oriented.
