Foreword
After the project to present Management of technology systems in the garment
industry
in a new way,
the logical sequence
after conducted researches imposed the need to create a new paradigm
for Strategic
management in garment
industry.
The essence of this
book is in the development and survival
of products in garment industry. The book represents
a milestone and applied concept
for a modern environment that is characterized by permanent changes due to rapid development
of technology and information systems. This requires a multidisciplinary
approach to strategic management in garment industry,
as the author presents through six areas of
this unique book.
Chapter one shows what influenced the need to use strategic management in garment industry. The
influence of environment, abilities and constant innovations in production-business system directly affect the existence,
survival and success of the company.
The answers to strategic questions where we are now, where we want to be and how
to get there are given in other
chapters of the book.
Garment industry employs millions of
people around the world, and profits
are measured in billions of euros. In this way, the
industry follows the increasingly
complex consumer desires, demands and fashion trends in the world. The basic tone in terms
of growth rates, design, fashion,
functionality and wide range of products
is given by the centres with
high consumption i.e. the richest states. The second chapter discusses the necessity of garment producers to invest in
the professionals who will be
able to explore the market,
management strategies and methods for
new product development and optimization
of technological process of making clothes.
In garment industry today there are major problems in terms of market research, monitoring competition,
investing in one’s own development,
making original creations and scientific approach to introducing fashion products in the market. The third chapter describes the sequence analysis of marketing
methods in which the
first step is the analysis
of consumers, the study of sales data
and estimating fashion trends. It is necessary to determine the size and purchasing power of consumers, the acceptability of garment products in the market, eliminating
weaknesses in the sales channels,
distribution and promotional activities. Marketing strategies with examples of famous fashion companies give examples of how to use information technology in the globalization of
markets, and how to apply knowledge management where necessary and when necessary.
The fourth chapter deals with efficient
operations which, in conditions of high competition and global
economic crisis, make quality clothing products
possible to exist. Therefore it is necessary to know and plan the strategy
of garment production, analyze and
adjust to market and business
changes and apply it adequately: Strategic business conditions, Strategic
planning, PEST analysis, Portfolio Analysis, Strategic
control, Benchmarking, Brand strategic...
Organization in modern environment is characterized by continuous change. The fifth chapter
discusses how to do business
which requires more flexible organizational structure,
process approach and work teams. Methods
and techniques for predicting
scientific and technological
progress are described in details, so it is possible to use, within strategic management in garment industry, the methods
and techniques by which the
effectiveness and efficiency in
realizing planned goals are achieved: SWOT analysis, Scenario
method, Gap analysis
and Five Forces Analysis.
The sixth chapter describes a modern company that has
organizational culture as a part of
organizational mission. Modern
organizational structure should be a
successfully modelled complex system with the characteristics of
flexibility, dynamics as well as cohesion. The study of organizational
behaviour provides obtaining
the competences required for successful workers,
work groups, work team leaders
or managers, together with talented individuals.
Dr Danijela Paunovic
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