Creating Priority For Improvement

We very often hear that we have to prioritize the areas we look to improve.

We being a big company in making, currently having a very limited team, so whenever a challenge comes, all of my (being an owner) & of my entire team goes towards resolving that. And we are still not through with it and something else comes up. The earlier issue is left and we jump to the other pressing challenge. This continues and we are not able to resolve anything.
Practical example. Sale drops, we start working towards getting orders, now sale comes, we start facing production related challenges, that brings quality related issue which in return bring lost orders.

  • Where is the priority and the balance here.
  • How we prioritize hiring to handle such challenges.