Zara marketing plan - 2438 Words

Marketing European School of Economics, New York Campus Student: Adina Dairbekova Professor: La Perla 20th December 2013 TABLE OF CONTENTS INTRODUCTION This academic paper analyzes the marketing aspects and theories that are being applied to the company Zara, and analyzes and evaluates the marketing performance of the company. The report will cover the following topics: 1. The production of a concise external marketing audit by using PESTEL and SWOT analysis and Porter’s five forces, and the identification of key issues facing the organization arising out of the audit 2. The explanation of the organization’s current segmentation, targeting and positioning (STP)†¦show more content†¦Ã µconomies and this situation is relevant for mÐ °ny companies. (TheGuardian, 2010) Economic factors: The U.S. economy a constantly growing economy. The currency of the us dollari s weaker compared to the Euro that is used in Spain, so for Zara’s Headquarters is easier to finace american business. Socio-Cultural factors: Population growth rate is 0,9 % (WorldBank, 2013) Age structure suggests that the trend for young man and woman mooving to the United States is growing. Online shopping facilitates the shopping for many consumers Technological factors: One of the main Zaras competitors is HM that are producting most of the goods in Asia , countries with cheaper labour cost. Zara is producing most of the clotes outside of the US, therefore the technological aspect is not very applicable. Environmental factors: Growth of enviormental awarness in the US Special technologies to produce organic cloth Legal factors: Us laws for importing and exporting finished products and raw materials, Taxation SWOT ANALYSIS A Swot analysis is a tool used to evaluate the Strenght Weaknesses Opportunitys and threats of a company, product,person of place. A Swot analysis identifies the internal and external factors that are favourable or unfavourable for the business. Albert Humphrey first introduced this technique in the 1960. (Kerin, 2007) A Swot analysis is one of the mostShow MoreRelatedMarketing Plan: ZARA1571 Words   |  7 Pages IV. Swot Analysis V. Marketing objective and goals VI. Marketing Strategy and Tactics VII. Implementation and Control De La Salle University-Dasmarinas Bachelor of Sciences in Business Administration major in Human Resource Development Management Zara Clothing Company Marketing Plan By Mr. Carl Jastine Eugenio Ms. Angelica May Ignacio Ms. Mary Christine Agojo Ms. Shenna Mae Reyes Mr. Eric Balaoro I. Executive Summary Zara is the largest retail companyRead MoreZara Marketing Plan Draft3462 Words   |  14 PagesHigher Diploma in Sales and Marketing – YEAR 3 Marketing Planning ZARA Course code/Class: 21905F/3D Group members: Chan Oi Yee (3) Chan Wing Sum (4) Cheng Jacqualine Wing Chun (5) Chiu Ka Man (9) Fong Ka Man (13) Leung Hoi Yi (22) Lecturer: Ms Cherry Tsui CONTENT INTRODUCTION EXCECUTIVE SUMMARY SITUATION ANALYSIS (PEST) SITUATION ANALYSIS (SWOT) SITUATION ANALYSIS (5 FORCES) OBJECTIVES (SHORT TERM) OBJECTIVES (LONG TERM) OBJECTIVES (PULLBACKS) TARGET MARKET MARKETING STRATEGIES FINANCIAL PLANNINGRead MoreZara Marketing Plan1529 Words   |  7 PagesConference on Industrial Logistics Zara’s mission: To produce a fashion forward product for the masses Zara Tidbits †¢ Amancio Ortega quit his sales job to start the business with just 5,000 pesetas ($83) †¢ Founded in 1963 as a maker of ladies’ lingerie in the Galician town of La Coruà ±a †¢ Today, 70-year-old chairman and majority shareholder, Mr Ortega, is Spain’s richest man. Zara †¢ Flagship enterprise of Inditex (2001 IPO) †¢ Sales of 3.2 billion â‚ ¬, EBIT of 476.1 million â‚ ¬ in 2003 and EBITRead MoreZara Marketing Plan2293 Words   |  10 Pagessummary General introduction (including a concise consumers and category market/ trend overview) Entry mode -The suitable mode of entry for Zara to enter the clothing industry in Vietnam is franchising. -As Vietnam’s joint venture regulations are strict; the Vietnamese investors must own at least 51% of the enterprise’s capital. This will create some difficulties to Zara in term of controlling the business. -Therefore, franchising is more suitable because the mode of entry is suitable for entering a smallRead MoreSwot Analysis : Marketing Planning1708 Words   |  7 PagesMarketing planning is the process that enterprises focus on customers’ needs, organize various business activities, through concerted mutual product strategy, pricing strategy, promotion strategy and placing strategy to provide customers with satisfactory goods and services, and then achieve business goals (Piercy Morgan, 1994). Some scholars think that adopting benchmarking in marketing planning is easier to lead imitation. Enterprises tend to set competitor s marketing activities as templatesRead MoreMarketing4467 Words   |  18 PagesThe marketing strategy comparison between HM (in UK )and Metersbonwe company CHENG YI PSB Academy Abstract Clothing brand chain has been a trend over the world, which has gained much profit for the clothing retailers, such as HM, ZARA, CA and so on. They are very good at using their special marketing strategies to manage their brands. While in China, there are many brands try to use this manage model, whereas, they are still inexperienced, whose marketing strategies shouldRead MoreZara Is A High Fashion Concept1396 Words   |  6 PagesZara is a high-fashion concept store offering apparel, footwear and accessories for women, men, and children, from newborns to adult age 45. Zara stores have two basic product lines: men’s clothing, women’s clothing and children’s clothing representing respectively 22%, 58% and 20% of sales. Each of these clothing lines consists 5- sub-categories which are lower garment, upper garment, shoes, cosmetics and complements ( Shankar, Verzosa and Mittias, 2009, para 10). It is possible see some examplesRead MoreFast Fashion Industry: Growth of Zara and Inditex Essay1532 Words   |  7 Pagesfast fashion approach is Zara (Hayes Jones, 2006). Zara is a child company of the parent company Inditex. Zara stores have established the stride for merchants around the globe in creating and shipping fashionable clothing (â€Å"Case 3-4. Continued Growth for Zara and Inditex†, 2013). Their marketing approach has helped them become extremely successful in terms of providing the customer with. International marketing strategies and its efficiency assists in the expansion of Zara. Cultural understandingRead MoreEssay on Zara Case1442 Words   |  6 Pageseconomics, is low cost, high control, and quick turnaround. Zara is just one of six retail stores operated by, Inditex, the parent company. Inditex owns Comditel, a subsidiary, which manages the dyeing, patterning, and finishing of gray fabric and supplied finished fabric to external as well as in-house manufacturers. By owning this company, Zara is able to maintain low cost production while being able to finish fabric in a week. Zara has the ability to obtain its main raw materials as well asRead MoreNew Retail Shop in Plovdiv- Zara1497 Words   |  6 PagesProject Executive Summary In recent months, Zara has observed the demand for a second retail shop in Bulgaria, located in Plovdiv. Therefore, the business aspect for this project is the growing and developing of the trademark Zara. The fact that Zara already has its first shop in Bulgaria (Sofia) and the profits are really higher, leads to the assumption that the project for opening a second shop will gain even higher results in the future. What is more, there is an analysis that shows the more