OPTIMIZATION OF MARKETING INFORMATION SYSTEM FOR CLOTHING PRODUCTION IN BANDUNG CITY, INDONESIA

Abstract

Clothing business is one of the fashion businesses that has been developing rapidly in the last couple decades. Shopping places like distro (distribution store), as a place selling clothes, are now located almost at every point of downtown Bandung. In order to survive under such a tight competition, a company must develop appropriate marketing strategies and try to meet the needs and desires of consumers by generating products that have a higher value as compared to competitors. This study aims to obtain empirical evidence on the use of marketing information systems to improve product development, and when/whether companies should further intensify their programs of marketing intelligence or information collection from the outside so that to be aware of competitor's superiority. The authors also explain the need to carry out in-depth marketing research on both products and consumer needs as well as on the growing market trends. These are the prerequisites for survival in the industrial world today.