Development of Marketing Strategy for Product Sales in Textile Enterprises

Textile industry is a very important economic sector in Uzbekistan as it is a major source of job, export and industrialisation within the region. This paper looks into the evolution of effective marketing strategies of selling products in the textile firms, with reference being made to the Andijan region which is a major textile manufacturing centre. Although the region is rapidly growing in terms of industrialisation and modernisation of textile technologies, a significant number of entrepreneurs are still struggling with branding, positioning of their markets and consumer orientated market marketing. This paper recognizes this gap in knowledge and highlights the importance of developing marketing strategies that can respond to the local and international market forces. The paper assesses the performance of production, export performance and marketing of the large enterprises like Nil-Granit, ANDTEX and Asaka Textile using descriptive and statistical analysis. The results demonstrate that the competitiveness and export opportunities on the way of the international exhibitions and the adherence to the global standards (ISO and OEKO-TEX) are improved with the use of digital marketing tools. Another theory that is used in the study is the 4C marketing theory (Customer, Cost, Convenience, Communication), which is used to examine the marketing strategies of the successful textile companies and putting forward strategic recommendations to enhance the adaptability of the market. The findings indicate that combination of customer focused strategies, product design and processes and effective communication channels may greatly boost customer sales and enhance sustainability of the industry. It is proposed that the marketing development must be made the policy priority in order to provide the Uzbekistan textile industry with the long-term competitiveness in the global market.