Esneklik yönetimine müşteri odaklı bütünleşik yaklaşım ve hazır giyim sektöründe bir uygulama

Today, the competition in the textile and ready to wear sector has increased significantly due to the ascending globalization. It has become quite difficult to adapt to the market conditions and to sustain profitability at the same time. The environment of the sector is dynamic because of the technological developments, customer behavior, government policies and similar changing factors, in this environment there are plenty of inconsistencies and risks and both internal and external changes occur frequently. Due to these conditions, the structure of the textile sector fluctuates. It is necessary to align to the sector needs and conditions to be able to survive in the sector.Nowadays, textile and ready to wear sector consists a great share in Turkey?s manufacturing capacity. When the development of the Turkish textile sector is evaluated, it will be seen that the total export volume and the share of the ready to wear sector in this volume have increased significantly in the recent years. Today, many Turkish manufacturers present their brands to several markets. Turkey is a good candidate for further developments and to stand out in the sector because of its advantages such as geographical position, production capacity and capability, speed to adapt new technologies, accordance to fashion trends. In spite of these advantages, Turkey does not possess sufficient capital to become a brand and the country image does not support this goal.In this thesis, as the strategy to be competitive and to have profits, it is proposed that the firm should acquire capabilities to be flexible in its processes and to keep up with the internal and external changes. A decision making model has been constructed using fuzzy analytical hierarchy process (FAHP) and house of flexibility (HoF) derived from quality function deployment (QFD). The purpose of this model is to enable the valid evaluation of the flexibility types and system factors and the right selection of the flexibility portfolio which will satisfy the customer needs of the targeted high consumer segment. It is not possible for a firm to be flexible in all of its processes. Eventually, there exist certain flexibility types which the company should lean into and invest more than the others. These flexibility types should be selected according to the company requirements that are based on the customer expectations. Consumers have plenty of options to choose from many ready to wear brands. There are many studies in the literature regarding how the customers perceive the brands and the factors which affect product selection.Firstly, based on these works, the customer needs in the targeted customer segment are designated. These needs are grouped under two categories as emotional and social value/satisfaction and physical and functional value/satisfaction. For this study, the selected customer needs are high quality, product alignment with trends, comfortable and convenient, design, product variety at the store, convenient price, marketing activities, service and brand awareness. It is not possible to satisfy all of the customer expectations; however, these needs are ranked via FAHP to attain maximum customer satisfaction. In the application FAHP has been selected due to the fact that it is one of the best decision making methods incorporating the fuzziness and vagueness within the decision makers? preferences, as in the case of the selected problem. While conducting the research, five Turkish consumers in the targeted segment have filled in the questionnaire and the results of the questionnaire shows that the customers give more importance to emotional and social value/satisfaction than physical and functional value/satisfaction. For the customers in this segment, the joy of purchasing and owning a luxury ready to wear product is very significant. The first four criteria are namely brand awareness, design, high quality and alignment to trends. They constitute 86% of the weights. The common trait in all of these customer needs is that the owner of this luxury product will attract attention in the society and will attain self confidence.In the next phase of the application, the flexibility types that will correspond to the customer needs are evaluated, in other terms, the customer needs are reduced into company needs. The flexibility types that can satisfy the customer needs are discussed with the experts and based on the literature review and the expert opinions the following flexibility types are selected: in the manufacturing flexibilities product-mix flexibility, new product flexibility, volume flexibility, machine flexibility, workforce flexibility and delivery time flexibility and in the management flexibilities design flexibility, market flexibility, information system flexibility, logistics flexibility, spanning flexibility, strategic flexibility and R&D flexibility. Using HoF which flexibility types satisfy customer requirements and up to what extend are evaluated. First five flexibility types, namely design, new product, market, spanning and R&D flexibilities consists majority of the weight. Later on in the application, a second house is modeled where the flexibility levers are segregated into system factors. System factors picked up from the literature with the experts? aid are raw material, business development, creative team, supply chain, product development, organization structure, technology, system capacity, information systems, workforce, R&D and retail and marketing systems.In the conclusion, the results of the combined approach are discussed and future work that can develop and improve the current study is denoted.