Information systems in small and medium-sized enterprises of the textile and clothing industry

Abstract

Market uncertainty and financial instability in the era of global competition force companies to work faster and increase productivity and business efficiency with continuous cost reduction and qualitative efficiency, which serves as a basis for strengthening the competitiveness and sustainable development of all, including SMEs -small and medium-sized enterprises of the textile and clothing industry. Various innovative contents and adequate technological solutions, as well as reengineering of business/production processes, with massive and adequate implementation of technical-technological innovations based on information and communication technologies -ICT and flexible automation, i.e. on the direct and efficient implementation sector defined information systems, also represent possible elements of functional competitiveness and sustainable development. Otherwise, changes in the environment and ways of doing business of companies require a better understanding and integration of data, as well as their more efficient exploitation in the functioning and development of the company, which imposes the need for permanent generation, adaptation and development of quality and efficient information systems. As a result of such requirements, the responses of industrial production through the implementation of technical-technological innovations are inevitable, whereby quality and efficient ICT infrastructure, coherence of innovative technologies and flexible production, as well as compatibility and complementarity of production and business information systems, are necessary elements and indicators of efficiency and quality. The implementation, efficient exploitation, as well as the development of various business and production information systems, obviously has its benefits, presented through more efficient, better quality and faster operations, but also disadvantages, because it is obviously conditioned by the stochastic laws of the global market, the variable human factor or the lack of high-quality, highly educated professionals staff, requirements for high initial investments, but also the specifics of the textile/clothing industry and SMEs, as well as the incompatibility of the implemented production and business systems.

Effects of digital marketing implementation from the customer's perspective in companies of the textile and clothing industry

“…Sa druge strane, može se reći da budućnost tekstilnih i odevnih kompanija sve više nije u proizvodnji, već u upravljanju tržištima, organizovanju globalnih lanaca snabdevanja, kao i organizovanju i upravljanju lancima marketinga i maloprodaje [1]. Globalna konkurencija, finansijska nestabilnost i nesigurnost tržišta nameću ubrzan rad i stalno smanjenje troškova, odnosno održivu konkurentnost kroz optimizaciju, povećanje produktivnosti i efikasnosti poslovanja, gde se izlaz iz takve situacije traži pre svega u različitim inovativnim sadržajima i adekvatnim tehnološkim rešenjima, pri čemu se održiva konkurentnost i strateško pozicioniranje preduzeća može ostvariti uvodjenjem sistema mendžmenta kvalitetom i reinženjeringom poslovnih procesa, ali samo uz masovnu i adekvatnu implementaciju IKT i informacionih sistema [2]. Procesi globalizacije i integracije tržišta obezbeđuju preduzećima prelazak sa lokalnog područja na globalno tržište, pri čemu IKT tehnologije predstavljaju veoma važan faktor (resurs) u procesu strateškog pozicioniranja preduzeća, jer se na njima zasniva infrastruktura sistema е-poslovanja (e-business-a).…”

“…Kada se govori o implementaciji novih tehnologija, neophodno je pre svega naglasiti pozitivne efekte implementacije IS u preduzećima i kompanijama, pri čemu je prva pomisao naravno vezana za proizvodne IS (CAD i CAM sistemi), ali odmah zatim i na ostale poslovne sisteme (pomoćne ili uslužne) [2]. Od "ostalih" sistema neophodno je najpre izdvojiti neke, koji inače duboko zadiru, i od kojih ozbiljno i direktno zavisi efikasnost poslovanja preduzeća, a to su marketinški i IS prodaje, kao i IS snabdevanja -Supply Chain Management.…”

Digital marketing from the perspective of the producer/seller in the SMEs of textile and clothing industry

“…It is known that the price of such advertising methods is much lower today than before, but it is still quite expensive for SMEs, so in practice the profitability of their influence is questionable. Of course, like all other opportunities, marketing by telephone communication has completely changed the basic features of its work and ways of functioning, with the appearance and mass exploitation of mobile phones with all their applications and Internet connections and features, which today him, completely unexpectedly, placed it at the top of the good and effective marketing methods (telephone messages and notifications are the most common and effective marketing methods today) [1].…”

“…The time of current digitization implies and requires an increasing emphasis and a more detailed look at digital versions of business processes, including marketing and trade, through the prism of ICT implementations and adequate business -service information systems (e-marketing, e-Commerce, CRM, etc.). Marketing belongs to activities of a dual nature, and therefore it is necessary to look at it from two aspects -the aspect of the buyer or user and the producer or seller [1], where in this work the emphasis is on the explanation of the elements of marketing and marketing activities from the producer's or seller's point of view, and which implies the explanation and analysis of the elements of generating marketing strategies, but also of the trade process and relations with customers, because every good marketing strategy implies the consideration of these elements of the business process. As the marketing investment is focused on meeting the needs of the client with an adequate offer, it means that the goal is achieved with an offer that meets the needs of the client, while the producer continuously achieves a satisfactory economic profit, so it can be said that marketing represents an investment in the future, whereby the so-called strategic marketing insists on the difference in relation to the competition and focuses on own strengths and opportunities, with the aim of recognizing and using positive differences in relation to the competition.…”

“…It is necessary to emphasize the close connection, permeation and upgrading of the marketing process itself, lead generation and effective communication and relations between customers and manufacturers/ sellers, as well as their information systems -IS (ERP, marketing and CRM IS) within the so-called e -business [1]. In fact, it can be said that within the framework of e-business, elements of marketing are continuously and deeply intertwined with other elements of e-business, i.e.…”