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Advantages Of Apparel Industry

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Theory During 1980s, most global firms focused on quality management in product design and internal process improvement in order to achieve competitive advantage. Today, the spotlight shines on transferring value to customers instead (Mentzer & Williams 2001). Therefore, logistics has turned to be the primary marketing instrument for increasing and sustaining competitive excellence. While comparing to the past, logistics was only taken as a function regarding the higher productivity objective (Hutt & Speh 2011). According to the study of Mentzer & Williams (2001), the approach to have sustainable competitive advantage may not just adhere to only 4 factors of marketing mix: product, price, place and promotion, but companies …show more content…

The structure starts with fiber producers who can be both agricultural and chemical suppliers. Natural fibers such as wool and cotton can be provided by various types of firms, but plenty of low-cost suppliers from Asia are the important competitors. Textile mills take the next responsibility, their duties are spinning fiber into yarn, knitting and weaving operations and mostly they are fragmented to SMEs (Small and medium-sized enterprises). After being transformed by textile mills, the fabrics are distributed to apparel manufacturers in order to produce the finished products and they are sold either directly or through wholesalers, to a variety of retail stores (Kumar 2005). For the complex supply chain activities in apparel industry which is mentioned above, it is vital to foster the logistics efficiency to be adaptive, flexible and built upon dependable and predictable supply and demand planning model (Gilbert & Malmassari 2015). Hence, marketing teams in apparel companies are able to perform their tasks in the precise approach by measuring market share and profitability through popular measurements such as marketing effectiveness and competitive advantage (Mentzer & Williams

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