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Student
Title
Supervisor
Faculty
Educational Programme
Final Grade
Year of Graduation
Elizaveta Komarova
Analysis of the Value Chain by M.Porter in Fashion Industry (the Case of 18/29 Company)
Management
(Bachelor’s programme)
2017
This paper is devoted to the analysis of clothing retail in Russia and the study of the brand 18/29 in terms of strategic business planning. It uses framework of the value chain concept to evaluate the performance effectiveness of the designer workshop 18/29.

As the part of the study, problem areas of the main functional divisions of the company 18/29 and their influence on the activities of the workshop were identified. In addition, the rationale for the reorganization of production processes is given in the text of the paper. The results of the research showed that the modification of the existing value chain could level out the loss-making functioning of the brand by changing the main type of activity - refusal to provide tailor-made services and shift to mass production.

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