Meeting Customer Demands Under Global Competitive Dynamics: A Review of PVC Tablecloth Sector

Businesses which have embraced innovation and change and are committed to providing quality customer-focused services, have made significant progress against their competitors. Businesses which want to have a premise in the competitive environment give preference to R&D and P&D units and direct their investments to these units in order to produce new products suitable for the customer's needs. These new products offered by the businesses are preferred by the customers and provide added value to the business as sales, profitability and growth. The aim of the research is to analyze how the new product produced on the customer's request is adapted to the needs of the customer and to show how the business and the customer provide added value. After an overview of the home textiles sector in the first part of the research conducted in this framework, information is provided on the tablecloth product group and PVC tablecloth production process. In the second part, the production process of the new product produced in line with the customer's wishes is explained by making case analysis. According to the result of the research in the last section, customer satisfaction has been provided with product differentiation, which is reflected as sales to the business and customer loyalty