Managing Process and Systems

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Managing Process and Systems
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Institutional Affiliation:
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Introduction
Objective.
Today’s business environment requires visionary companies to implement innovative
solutions to manage the increasingly complex supply chain effectively (Antonowicz 2018).
Customer compliance and other logistics are shifting towards an omnichannel retail model, and
therefore, it’s our job to change and accomplish these continually changing process constantly
(Rai, Verlinde and Macharis 2018). Most of the time, the sales staff and agents get an order form
our customers, but it takes a lot of time to confirm whether the item is available in our
warehouses. As the warehouse manager and the head of logistics, I have identified an
opportunity whereby we can develop an online shopping platform where the customers can
access the warehouse, screen for their preferences and make orders through the platform.
Nowadays, customers prefer making purchases over their smartphone rather than going to the
shop (Khitoliya 2012). The platform will be multidimensional as it will institute an
interconnected element among all departments involved with the company’s inventory, i.e., the
warehouse manager, sales staff and agents, and the head of the buying department.
Another concept of the online shopping platform is that it will have our apparel products
noticed in the galaxy of the online marketplace. Customers will also be able to make orders and
have them tailor-made according to their preferences. Citing the operation strategy, I have
reflected on the bottom-up perspective and learned from the day-to-day activities in identifying
this opportunity. Also, a market requirement in the outside-in perspective will play a vital role in
translating the intended market position. Our performance objective can only be accomplished
by identifying what the customers expect and the systems and processes we can implement to
reach to our customers. We need a system that is dependable and flexible so that the customers

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can quickly access our products. We also need an error-free process with a fast throughput to
conform to the current trend in the business. If this opportunity of an online shopping platform is
implemented, the operation systems PPTI framework will be established in that there will be a
reliable connection between the process, people, information, and technology.
Part 1- Analysis of the Opportunity
Online market platform.
As a growing business, we need to identify and anticipate the right marketing strategies
that will satisfy the needs of our customers profitably. To create an effective marketing strategy,
a fashion brand needs to use several channels that precisely targets the intended market (Iyer et
al. 2018). We need to apply the internet marketing strategies theory and empirical research based
on our company’s performance objectives. In the current error of industrial society, virtual
network service sand intangible services have become the subject of study for market researchers
(Brady, Bourdeau and Heskel 2005). It is was noting that the most important value is growing.
Many researchers try to demystify the progressive development of a physical commodity to the
different stages it undergoes before it can reach its final level. However, the tertiary services are
our major concern as we try to integrate the sector’s recent service marketing strategies. The
emergence of these services has widened the gap by making the customers realize that self-
perception is important.
Marketing theorists apply a scientific approach that explains the consumers’ purchasing
attitude and behaviors (JinHyunJoung, 고범석 and 이정희 2012). Most of the established
companies apply these guides when arriving at decisions on the best way to communicate with
their customers on their product value. The network theory can be used as an overlapping tool

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for learning patterns about how we can develop relevant social networks with our customers and
influence their behavior towards our products. A study conducted at Columbia University
reported that the success of any product is impossible to predict, but we can influence the
decisions of the consumers by implementing influential internet platforms(Allred and
Chakraborty 2004). There is also the collective intelligence theory that a company that has
combined its services is more productive than a company that runs its departments as parts.
Internet marketing is a crowdsourcing tool, where we can apply collective intelligence and make
consumers part of our campaign (Simmons 2007). We are looking to build a platform where
customers can give feedback, rate our products as well as communicate their preferred taste. It is
a precise and straightforward approach which will give us prior information on the currently
untapped market setting.
To further support the opportunity, there is the generational marketing theory that holds
that different generations have different attitudes and behaviors which shapes their view of the
world. In this regard, promotional mix model can be applied (see figure 1). This particular model
depends upon the advertising, public relations, sales promotion and personal selling. The plan of
the organization is mainy focussed on target market so that production of the organizational
goals and profits can be achieved.

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Figure 1. Promotion Mix
(Sources: created by author)
Online platforms are primarily the only ways that companies can reach these different
generations and ensure that they have respectively satiated the needs of the generations(Berkup
2014). They have to identify the needs of generation Y and the millennials to avoid conflicting
interests and losing customers in the process. I have drawn illustrations form the above
marketing theories to show how consumers are increasingly using modern technologies like
mobile phone, websites, the internet and other innovative means which allows them to move
from mass markets to segments of one. We need to establish a relationship marketing to build
customer loyalty. The opportunity in the platform will generate a means through which we can
communicate to our customers more frequently. We will also develop customized alerts for our
Promoti
on Mix
Advertisme
nt
Public
relations
Personal
selling
Sales
promotion

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customers every time we have a new product in our warehouse. That way, we can improve
service quality perceptions. We mentioned the operation systems PPTI framework in the earlier
literature. Our online shopping platform should bring all the elements of the framework into
functionality. In this respect, the AIDA Model can be discussed which relates to the consumer’s
respond to the promotional messagres through cognotiove, conative and affective methods (see
figure 2). This model is based on the four pillars or components named, attention, interest, desire
and action. In this respect, six stages are properly followed which include secure attention,
holding attention through interest, arousing desire, creating of belief and confidence, securing
decision as well as actions and create satisfaction.
Figure 2. AIDA Model
(Source: created by author)
attenti
on
action
interest
desire