STRATEGIC MANAGEMENT IN GARMENT
INDUSTRY
The dynamics of international strategy for garment
industry is accelerating with development of concepts
and new demands of rapid changes in the market. The
whole world is seen as a potential source of production,
and simultaneously as a single market of garments. The
final goals should be ultimate success for those
manufacturers whose products are cheaper and better
than the competition.
With the development of markets and increased
competition, there are many fashion producers
who want to sell their products and impose on the
world market. Garment producers are forced to be
even more initiative in the field of innovation and
further reduction of operating costs. Social
development has changed the lifestyle of consumers,
and due to demographic changes there is an
increasing number of consumers with different
demands and needs, thus requiring from garment
manufacturers to develop new marketing strategies and methods.
Developing strategic marketing orientation is a long-term process and represents a unique
form of investment. This investment involves a change of organizational culture and
organizational climate in a way that the common values, expressed through the satisfaction
of consumer needs and ensuring the quality in all activities, strive to be the motto of all
employees.
In order to sustain garment industry it is necessary to meet consumer demands concerning
the quality, price and delivery time. These criteria can only be met through restructuring of
existing production-business system, introducing new technologies, changes in organizational
forms, i.e. finding organizational design that will enable using all potentials of employees and
motivate the entire organization.
Turbulent environment, as a result of rapid development in technology and diversification
possibilities, meets the increasing needs of consumers who seek for even more original and
unified products and forces modern management to dynamic adjustment of production-
business systems and changes in the environment.
The survival of garment producers increasingly depends on the ability of management to
understand and manage changes. A strategic change should be viewed as a continual
process that takes place in certain circumstances. Carrying out changes depends largely on
the nature of activities to be performed as well as the expertise and skills of employees. The
success of a garment producer is determined by his ability to achieve dynamic harmony with
the changing environment, i.e. it is a result of flexibility (efficiency) and adaptability
(effectiveness) of business.
Strategy implementation and moving garment producers in a desired direction requires a
special kind of expertise. Formulating a strategy requires an entrepreneurial focus and
emphasizes the ability to conceptualize, analyze and weigh, whereas applying strategy has
a primarily managing focus. All fashion companies must, regardless of their current situation,
develop a long-term strategy. There is not a single strategy that would be optimal for all
companies, because each of them must determine a strategy in accordance with its
objectives, capabilities, resources and market position.
The philosophy of global management approach focuses on exploiting market opportunities
and identifying opportunities for acquiring resources in other countries, aiming to achieve full
synergy in realizing mission and goals of a company. Organizing business in the
international market differs from one company to another and depends primarily on the goal
sand tasks set by the company, available resources, management and marketing strength,
competitive position, the degree of involvement in international affairs and market
attractiveness of fashion production and sales program.
This book is the author's attempt to show advances in business strategy in the garment
industry for current and future managers in garment industry, students of textile technology,
engineers and top managers in garment industry.
Table of Contents:
Strategic management
- Strategy
- Strategic management
- Vision, mission and goals
Garment industry
- Garment industry
- Development
Strategic marketing in garment industry
- Marketing
- Analyse and market segmentation
- Marketing strategy
- Management of retail, wholesale and logistic market
- Diversification
- International marketing
- Internet marketing
- Knowledge management and innovations
Strategic management in garment industry
- Strategic business conditions
- Strategic planning
- PEST analysis
- Portfolio analysis
- Strategic control
- Benchmarking
- Brand strategic
Strategic methods
- Strategic methods
- SWOT
- Scenario method
- Gap analysis
- Ansoff's matrix
- Five Forces Analysis
- The McKinsey "7-S" framework
- Balanced Scorecard
Organizational behaviour
- Organizational behaviour
- Organization structure
- Organizational culture
- Motivation
- Work teams
Publisher:
Woodhead Publishing India Pvt. Ltd.
303, Vardaan House,
7/28, Ansari Road, Daryaganj
New Delhi – 110002
Tel: +91 (011) 43612145, 91-11-23266107
Email: [email protected]
[email protected]
www.woodheadpublishingindia.com
