Last updated: March 26, 2019
Topic: BusinessMarketing
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Market surveillance plan

Leading industries all over the world are becoming more forthright on the requirement for improving market surveillance and, even in some cases, industries have declined to accept superior product standards if market surveillance is not radically improved. This paper provides a model for a well run safety and market surveillance plan. Some important issues, which arise with this regard to the new model, are as well discussed. The basic purpose of this plan is to serve as a component helping towards enhanced and comparatively more effective levels of market surveillance and, in this respect, to improve confidence of the producers and consumers in a single market concept. Some basic outlines of the plan are as such establishment of Organization and Responsibilities, Approaches of Market Surveillance, Synopsis of declaration of conventionality, Market Surveillance in General, etc.

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Approaches of market surveillance plan

According to the Market Surveillance plan the fundamental approaches, that should be taken by an organization are, as such, assortment of information on violations, Compilation of company’s information, scrutiny of risk factors, formulating Market observation strategies, Product analysis, Processing of infringed products, discussion and advisory, Consumer edification, and making all related information regarding the product publicly available. (Kar, 2006)

Synopsis of declaration of conventionality

According to the provisions of the Market Surveillance plan Companies should prepare pertinent technical documents to give surety that the article of trade conforms to the assessment standards, and sign an assertion.

For each article of trade exposed to Declaration of Conformity, the designated testing laboratories should announce the applicable scrutiny standards and elements to be enclosed in the technical documents.

The testing necessary for drawing up an assertion should be conducted by the designated testing laboratories or testing laboratories recognized by the government.

For any article of trade under scrutiny during market surveillance, the assertion of conformity should be presented within 24 hours, and technical documents be submitted to the designated testing laboratories within 10 days.

The assertion of conformity and pertinent technical documents shall be preserved for at least 5 years subsequent to the product in question is no longer imported or manufactured. (Lamb, 2004)

Market Surveillance in General

The procedure of market surveillance incorporates several sub procedures, such as inspection of places of market surveillance such as locations of display and sale of articles of trade, production premises or storage locations where the articles of trade subject to scrutiny are manufactured or stored up, or places of commerce, work places, or other locations where the articles of trade are installed or being used.

According to the provisions of the plan Market surveillance is to be conducted in the Companies in the following ways formulating annual education plans, annual market surveillance plans, collecting, analyzing and processing information provided by volunteers that are appointed to assist in monitoring consumer goods, collecting, analyzing and processing information provided by consumers or consumer protection groups or other sources of information like the Consumer Protection Commission, etc.

The annual plan of market surveillance should be drafted by companies by taking account of the followings factors such as risk estimations, information on market observation, characteristics of different products, and characteristics of different vicinities.

According to the provisions of the plan while implementation of market surveillance companies should consider the following factors such as edification programs for producers and distributors, scrutiny strategies for articles of trade, purchase or sampling of articles of trade from market place for scrutiny, and sampling of articles of trade for scrutiny from the production premises or storage locations. (Fletcher, 2003)

The market surveillance plan provides for the requirement of inspection of articles of trade before launching in the market. The following norms are to be followed like, to make sure whether articles of trade have passed scrutiny, To ensure whether articles of trade are affixed with apposite scrutiny mark or label in accordance with associated requirements, to verify the existence of articles of trade that are forbidden from being displayed on the market, and to confirm whether articles of trade are recalled within the precise time limit as instructed by orders.

The market surveillance plan also provides for the requirement of scrutiny of articles of trade purchased from the market or sampled from production premises. The plan directs to make sure the mark and label of sampled articles of trade, to match up to the sampled articles of trade with the information enclosed in test reports and technical documents, and to conduct scrutiny of the sampled articles of trade against designated standards.

According to the provisions of the Market Surveillance plan penalties should be charged for violating products. The customers are directed to request the responsible persons to take corrective action within a given time limit. The government should impose fines, ranging from about US$ 6,451 to about US$ 64,510 and order that the articles of trade under consideration shall not be imported, manufactured, produced, displayed or sold and as well help producers to recall products and complete the check up procedures. (Dollard, 2005)

Organization and Responsibilities

The Market surveillance plan provides for the involvement of the government bodies in application of the market strategy. The provisions are as such, formation of The Bureau of Standards, Metrology and Inspection (BSMI) under the Ministry of Economic Affairs, a governmental body to take charge of market surveillance for most industrial products, appointment of Market surveillance personnel, who will gather information on violations, conduct product analysis, oversee the recall or upgrading of products by producers, make available advises to producers and consumer edification.

Analysis of the factors effecting market surveillance plan

Though the Market Surveillance plan has come up as a very effective market strategy but still there are scopes of improvement in this plan. To develop the accomplishment of Market Surveillance plan, sharing of experiences by developed country associates on how post-market surveillance is carried out and its usefulness, tribulations occurred along the accomplishment of Market Surveillance plan, Market Surveillance plan made in the course of setting up an effective Market Surveillance plan, causes for such modifications, and issues being considered to decide on such Market Surveillance plan, and The present and future improvement of Market Surveillance plan, etc is needed. Analysis of issues to be considered to put into practice the Market Surveillance plan system such as entire government capital including economic resources, human resources, and information resources, absolute legal environment including to develop suitable laws and regulations, implementation and enforcement, Promotion and edification for manufacturers, importers, distributors, and consumers, Manufacturers’ legal concepts such as self-discipline, observance of decrees, altitude, Consumer behaviors like knowledge, perception, consumption, Effective market surveillance mechanism incorporating legal environment, techniques, management skills. (King, 2001)


An effective market surveillance mechanism is very significant to ensure safety of consumers and profit of manufacturers by discouraging organizations from placing recalcitrant articles of trade on the market in the course of oversimplification of inspection systems and deregulations.


Dollard, John; (2005); Frustration and Aggression; New Haven and London: Yale University Press.

Fletcher, R; (2003); Open Market: Beliefs and Knowledge; Believing and Knowing; Howard & Price.

Kar, P; (2006); History of Marketing and related applications; Dasgupta & Chatterjee

King, H; (2001); Market Today; HBT & Brooks Ltd

Lamb, Davis; (2004); Cult to Culture: The Development of Civilization on the Strategic Strata; National Book Trust.