SG7001 Managing Strategy & Operations and Partnerships Assignment Sample 2024

Introduction 

The Atelier   Chiang Mai   is a popular    business in   fashion   founded by two fashion lovers. Its   sole   objective is to produce   high quality   fashion   apparels   for its   customers. It offers professional   service in   garment production. The company promises   to be a one   stop    solution    for   apparel production    needs.

Develop issues pertinent to Atelier Chiang Mai in the light of the success factors developed in component 1

The Atelier   is a   clothing   manufacturing   business established in Thailand   and is dedicated to     manufacturing   premium   quality    clothing for its     clients (Chiang-mai-clothing.com, 2021). It is known for   providing   fully integrated service   to brands and      designers. The company is looking   forward to creating      a   simplified clothing   collection in Asia.

 The company has    a vision of    constantly   reinventing   with   new   and    creative   ideas. The   textile industry in   Asian markets   has   been   growing   at a rapid pace   .   A number of   factors   have   contributed to    the    growth of   the   apparel industry   in   Thailand and Vietnam.

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 Amore liberalised      international trade   has been   the crucial   driving force. apart  from  these   ,  a stable    socio   political     environment along  with    cheap  and  skilled  labour  as well  as   factories   with   experienced  craftsmanship   are   responsible   for the  flourishing   garment   industry.

 This has been particularly   useful in    attracting   the Western    Brands.  The       region is   favourable   for   fashion   giants    and is   offering   tough    competition   to China. It‘s popularity    as China’s   competitor   has   been due   to    value   offerings   at   affordable   cost. The region of Chiang     Mai   operation      possesses a lot of competitive    advantage in   itself.

The   government   has taken   the initiative   to   differentiate the    region   by   setting    up   a social    dialogue.  It  has been done   with   the  view    that  low   cost of  labour  will not  be  enough for  the   big   clients   to  look   for  sourcing   opportunities.

The western   brands   are   much   cautious about their   supply chain, particularly   working   conditions of    their    suppliers (Umam and Sommanawat, 2019, p.67). So,    the suppliers   are always   in   search of     improving   working     conditions.

The   growing   popularity of   the   region   for being   an   apparel sourcing   destination   has    been attributed to    the increasing   free trade    agreements   between   the   region   and its   trading partners. This   phenomenon   is   expected to continue   in   the    same    manner   in   the near   future.

The   textile and clothing    sector   is   highly    benefitted from   the    free trade agreements. The basic exemption of custom duty   on a large variety of products   has helped it    grow   as   a   favourite   destination    for apparel sourcing (Chan et al. 2017, p.487).

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The company has been   able to      set   its name   due to    a host   of services   offered   to its clients. It offers    clothing line     design,   sourcing   and   full integrated service.     International     clients   prefer   a professional production service   to take   care of all   the   needs   from creation   to   production    services. It looks to   engage a highly skilled designers, pattern makers   and craftsmen to   work   tirelessly   to produce   the   variety that it    clients   require.

The environment engagements rules are followed by   the company are   considered exceptional   in Asian markets (Chiang-mai-clothing.com, 2021). The   service offered is in   confirmation   with the European   standards. With   such specialisation, it is    able to offer high   quality   products   to its   clients   at        reasonable pricing. Success factors for Atelier the co.  is  managed by  European   and  Thai  entrepreneurs   who  face   and solve   many  challenges   in    producing   products of  their   own  brands.

 So, Atelier    is able to    provide a   fully    integrative   solution    to its    clients for providing    a professional    integrative   service, the Co.   is    acting  responsibly  to    win  the   trust  and   loyalty  of its  partners  which is  reflected  in   the    it is offering   the   following    promises. These   promises or principles   are   serving   as    crucial   driving   factors   for its   success (Macchion et al. 2018, p.14). These are:

  • Effective quality   control   management
  • Scheduling of production process
  • Efficient   shipping and customer relation   management
  • Respect for      human rights and   responsibility towards the     environment

 Commitment   to   Us and UK standards

The   factory   provides     a    free    check of the fabric      procured by   the   co.  The co. is able to source high quality    fabric    firm its    wide   network of fabric   suppliers   who   ensure   timely   delivery    as well as   competitive   prices. The co.    Has   one more   quality   assurance   check   which   involves    checking all the   garments   for      defects.

  It   always   tries   to    meet its   clients   with high end products. The packaging   step also     involves    checking   for the   final time   that   the   garments   are in   perfect   shape.  The packaging of   the    garments   is   carried   out al with professional   expertise. The   co. has a good experience in Asian   markets.

   It   builds trust   with its   partners by ensuring    a      timely   delivery   of   service.  The fashion   contractors     are at ease with   timely delivery    and   insurance   backed products. It takes   full    responsibility of    the   garments   until   it is   delivered to   the   shipping   company.

 All kinds of     custom clearance   problems   are   efficiently    resolved by the   co.  It   manages   all its    waste    disposal     activities   effectively and   pays   proper heed to   the   human   rights application   in     operational process.

Assess these options using RACES and create a proposal. Include an explanation of the resultant strategic direction of Atelier Chiang Mai

The company   is fully dedicated   to    premium quality   garment manufacturing   for its    clients. It    has the vision of   offering    fully integrated professional service to   fashion brands,     designers   and   start ups.  The   co.   IT is currently eyeing       at   simplifying   the   complex   process of    establishing   collection   in Asia.

Since ,  the  Co  offers   products   based on    certain    values    and principles , the     main  issued   was   to  look for   skilled   and      trained  staff who   would be   driven   by  the   values   to   work under   the  process by       maintaining  its    standards. To get an experienced staff that     would    face the     challenges   by    remaining   within   the   boundary of     principles   was difficult which a first issue is. Another   issued   faced with   experienced staffers    was that   they were resistant to new   changes   in values and methods of   working.

The   second issue   was concerned with   the   salaries in   Thailand   which is   higher    than    most of   the   surrounding      countries.  The   craftsmanship and   education of its    team is far superior    and   high    quality fabric    availability together   adds   to the   competitive   strength of the   business (Anim et al. 2018, p.4).

The competitive   scenario for    the co.  Is not so   fierce that   it would   threaten its existence. The company its mission of offering   quality    is unable to   find   reliable   partners for sourcing   its needs can be taken as the third issue.

 The RACE    model    provides a framework   for     applying    marketing   strategies. The  idea   behind  the  RACE  model   is  to   provide    a   simple  structure   for   companies   to  develop   a   Omni channel communication  model   which  effectively   addresses the   audience   and converts   them   into    probable  prospects for   sales.

 With   evolution of   the marketing space, there is need to   effectively integrate both    the online as well as traditional   communication   channels. As per Mullarkey and Hevner, (2019, p.16), RACE is   an action oriented   and offers practical approach   to    applying    the different    marketing tactics.  It is   perfect for       integrating   both the   online and     offline marketing mediums.

The company   is engaged in offering   high   quality and   textile accessories for it    clients    in a    detailed production process. The co.  maintains  high  standards    with   commitment  to  principles   such  as   quality  control   ,  respect of  human rights    and   protection    to  environment.

It is working   with a   network of reliable   and flexible    partners     who   would help it uphold its    values. The     corporately strategy of    Alistair is    rooted    in   the   external   environment   faced by the   business.  Tourism is   a major   contributor in the economy of Thailand.

It is subjected to    the policies    announced by the    govt   from time to   time. The   instability in the   political    environment is the major    cause of   disruption   in    business   activities. The  currency  Thai   boot   has  been   subjected  to   various  flexibilities  and   the  country   has  faced   several  crisis . Due to   volatility in the   currency, investors   stay away from investing in companies.

 Crisis times prove   difficult for the   business to    arrange    capital for investments. The government is keen on   making   key regulatory changes to   attract investors   from across    the globe (Svobodová, 2021, p.90).

The openness to   trade with   signing of   free   trade agreements has proven    highly   beneficial    for the   garment   manufacturers. The   education   level in    Thailand   is  quite   good     and  there is   an   abundance of    cheap  labour   which   if  harnessed  properly    help  improve   the   revenue   figures  for   the   textile   manufacturers. The social factors make it a   popular   tourist destination. After tourism, agriculture   is the second   major contributor   to    the GDP (Jestratijevic et al. 2021, p.14).

Thailand is   moving   forward with a new outlook to technological   changes. Technology   is    rapidly    developing in Thailand due to the   tech   savvy outlook of   the people. People   are increasingly taking up    careers in    data protecting   and cyber   security. This   can   be utilised by   the   start   up    businesses. Alistair    also   has   numerous     advantages   in      employing   the   tech   oriented   mindset in   harnessing the opportunities   in   the market.

Since, the   fashion industry is highly   dependent on innovation, having a large pool of   tech savvy workforce   is   a good step in   that direction. There are many laws which are unique   to Thailand. These laws    have   a strong   influence on the     social   environment and culture   of the region (Svobodová, 2021, p.90).

 A co.  Needs to    strictly   maintain   the legal   boundary    for    keeping its operations   smoothly.  The Atliers    is looking   forward to   build a workplace   culture   that is   able to attract   foreign clients.        Maintaining a healthy   balance   between   the legal framework and     the    innovative outlook   is   a crucial    challenge   for   the company.

Rapid industrialisation   in   Thailand has   contributed to a depletion of the natural   resources (Aidinopoulou and Sampson, 2017, p.89). The govt is      looking to conserve its   natural   resources.  The Altiers is complementing   the    effort of    the    govt by   being responsible to   the environment   in its   operations. It is   very efficiently    engaged   in   management of   wastes.

All the   waste fabrics    generated   from its   production   pipeline   is given to the     local   tribes for   use.  All the     other chemical   wastes   are    disposed off easily   in local   recycling   plants. It is   trying   to    ensure    every   step for     a greener    environment.

 The  company  also   has  a  great  respect for  the     human rights .The    wages  paid  by   the  Co. is    considerably    higher  than   those   paid in    developing     countries.  Innovation is   a crucial   driver of the     fashion    industry.  The brand   must constantly   reinvent itself with ideas and   creativity   to address the needs of its clients.  Acting   responsibly   to the   environment and   upholding the quality   standards of its offerings   will help    ensure   its   growth    ahead.

Defend your proposal and preferred strategic direction by explaining why each stage of the analysis was needed in order to ensure your proposal is robust

The  manufacturing     landscape   in  this   textile  and  garment   industry will be influenced by three  factors  These    will  be  cost ,competitive  nests and  closeness. Cost has played a major role in   sourcing of   materials over the    years. High cost      destinations like  the  UK  and Us   have  shifted  their  apparel  sourcing   needs  to   the  Asian     countries  particularly   due to   their   low cost   manufacturing   due to   cheap labour  market (Macchion et al. 2017, p.195).

The  trend will  continue to  grow  as low  destinations  like     Thailand  will   become  a    favourite  for   procuring   apparels . The   Atlier  has a golden  chance of  harnessing  this opportunity  by   making   use   of   the   cheap   labour  and   materials .The  highly skilled   workforce will   be  supportive in    bringing   innovation    which  is  a must   to survive in   the  fashion industry .

The apparel   manufacturers are    growing   their   competitive advantage to    gain   maximum      clients   from the West. An   efficient   network   with   the   destination   market   is   critical   for its development. The foreign   clients   are looking for   suppliers   who   can offer full packaged service   where variety   will     be delivered   within the shortest time span.

This     provides    an   excellent   opportunity to    the co. in   looking for   scaling     opportunities   and   establishing   their    brand     reputation. Europe   has  particularly   turned to  the Asian   markets   for its   bulk   supplies .Atlier can  look    grab this  opportunity    by  building    workplace  culture  and supply  process   that  resonates  with  those of  the    suppliers.

Adopting a    strategy of   digital transformation   and integrating   the   current digital   trends    will    help to   gain    manufacturing and   supply chain excellence. Technology will help in    gaining an edge in   scale and   improving    production   efficiency (Macchion et al. 2017, p.191).

Scarcity  of   skilled  labour and   rising   wage costs are the   major   hindering   elements  to  efficient   garment   manufacturing  in    the  western   nations. Thanks to a skilled  and  educated  workforce , the  atelier   has a   competitive edge in  performing   at its  peak and    emerge   as a leading   manufacturer  across the  globe .There  has  been  a  continues  rise in   consumer  demand  due to     increased  expenditure  on  clothing .

As  far   as  the   fast   fashion  trend is concerned ,  it is shaping   the   fashion  industry    by   attracting   the  consumer     towards   trendy clothes .the   fast  fashion    influencers  are working  to     make   the offerings   penetrate   to  the    consumer   at  the lower end of   economic  profile .

The influx  of technology   in  fashion   is   creating   a  new    experience       for    the   customers .Adopting  the latest  technical  trends   will  shape  the    fortune of  Atier  ahead. Technology will   create   the    framework   for     bringing in   the necessary    innovation   for      attaining efficiency in   overall operation. Sustainability will  be  the   main    pillar  for   future growth .

The growing  concerns  about  the   environment  and   the       integration of   technology  for an  improved  and  transparent   supply   chin   calls  for   stricter  adherence  to all  the compliances (Zhao et al. 2017, p.94).The  Atelier must look to    expand  its horizon  of  environmental  concerns .increasing  CSR  will   look to   enhance  its    reputation  as  a       brand . The company must look for   new    breakthroughs in material   recycling.

Reuse of  garments   wherever possible or   fixing  or  transforming  the  material for  another  use   can  also   be  looked forward to  .Resale  of refurbished   garments   could be  another   step in  taking  sustainability  forward. The Atlier   must   look forwarded to   make  the production  more  efficient so  that  social  development  goals  are  easily  attained .

The   innovation  is  carried out in  the  company  to  include  all   the   manufacturing   steps o   the  production .The company is  targeting   a more integrative    manufacturing process  that   will be  capable of   serving the  customer as  fully fledged package . With  quality in its heart and  services  delivered by professional experts ,the  co. is  bound  to offer   value  at    reasonable  pricing.

The company also has a positive approach of learning   from mistakes. Being  serous    about   the mistakes  and   correcting  hem   without    delay    is  a positive outlook   which   will  definitely add  to   the  performance of  the co.

The  Co.  looks to  protect  its  logo  and  brand   seriously .its   clothing manufacturing   at foreign locations  usually  begins  with signing of agreements (Kaharuddin et al. 2017, p.418). Patens are  a legal way of  protecting  the   innovative   efforts  of  a  co. as  it is a    crucial  competitive  edge  for  the  business. Protection of    intellectual   property rights is   very  crucial in    the   fashion industry   .

The co. is heavily focused on  protecting  its  uniqueness in     the legal  structure  where it operates . Installing  a sense of   trust and      confidence  will  add  to  the   brand  image  of  the co. and at the  same  time  will prevent  the company  from  the    menace of   duplication    efforts

Conclusion  

 The fashion   demand is   surging at   a fast pace. Capitalising on  the   opportunities   will require    working   with  values  that  will not only  raise  revenue margins , but also  will    need protection o  the   society   through    sustainable  plans .proper implementation of     strategies will    ensure   tapping  the   unexplored  opportunities in  the  market .

References

Aidinopoulou, V. and Sampson, D.G., 2017. An action research study from implementing the flipped classroom model in primary school history teaching and learning. Journal of Educational Technology & Society20(1), pp.237-247.

Anim, P.A., Agbemabiese, G.C., Acheampong, G., Adams, M. and Boakye, E., 2018. Market orientation, innovation and business performance: insight from womenpreneurs in the fashion industry in Ghana. Journal of Creativity and Business Innovation4.

Chan, A.T., Ngai, E.W. and Moon, K.K., 2017. The effects of strategic and manufacturing flexibilities and supply chain agility on firm performance in the fashion industry. European Journal of Operational Research259(2), pp.486-499.

Chiang-mai-clothing.com (2021) Production Brands and Fashion Businesses Available at: https://chiang-mai-clothing.com/apparel-manufacturer-brand /[Accessed on: 6th April 2021]

Hall, I. and Hall, D., 2017. Evaluation and social research. Macmillan International Higher Education.

Jestratijevic, I., Uanhoro, J.O. and Creighton, R., 2021. To disclose or not to disclose? Fashion brands’ strategies for transparency in sustainability reporting. Journal of Fashion Marketing and Management: An International Journal.

Kaharuddin, A., Handaru, A.W., Sardan, W. and Mohammed, H.A.A., 2017. Transient competitive advantage readiness: findings from hotels, cafés, and fashion retails in Bandung, Indonesia. International Journal of Business and Globalisation18(3), pp.417-427.

Macchion, L., Da Giau, A., Caniato, F., Caridi, M., Danese, P., Rinaldi, R. and Vinelli, A., 2018. Strategic approaches to sustainability in fashion supply chain management. Production Planning & Control29(1), pp.9-28.

Macchion, L., Moretto, A., Caniato, F., Caridi, M., Danese, P., Spina, G. and Vinelli, A., 2017. Improving innovation performance through environmental practices in the fashion industry: the moderating effect of internationalisation and the influence of collaboration. Production Planning & Control28(3), pp.190-201.

Maemunah, S., Hermawan, A. and Siringoringo, H., The Effects of Strategic Orientation, Technology Innovation, and Business Strategy in Improving Business Performance of Sme of Fashion Industry in Jakarta.

Mullarkey, M.T. and Hevner, A.R., 2019. An elaborated action design research process model. European Journal of Information Systems28(1), pp.6-20.

Svobodová, Z., 2021. Identification of Strategic Behavior of E-commerce Businesses in Fashion Industry.

Umam, R. and Sommanawat, K., 2019. Strategic flexibility, manufacturing flexibility, and firm performance under the presence of an agile supply chain: A case of strategic management in fashion industry. Polish Journal of Management Studies19.

Zhao, E.Y., Fisher, G., Lounsbury, M. and Miller, D., 2017. Optimal distinctiveness: Broadening the interface between institutional theory and strategic management. Strategic Management Journal38(1), pp.93-113.

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