Applied Corporate Strategy

APPLIED CORPORATE
STRATEGY

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................3
CASE STUDY AND COMPANY OVERVIEW............................................................................3
QUESTIONS...................................................................................................................................3
1. External analysis for identifying threats and opportunities.....................................................3
2. Key competencies and resources of organisation through internal analysis...........................6
3. Organisation’s corporate strategy............................................................................................9
CONCLUSION..............................................................................................................................11
REFERNCES.................................................................................................................................12

INTRODUCTION
Corporate strategy is defined as the company wide strategy or plan for growth and
development in particular market segments as well as for improving various functional units of
its business (Cardoni, Kiseleva and Lombardi, 2020). For gaining competitive advantage and to
stay successful for long term it is necessary for the organisations to focus on improving their
corporate strategy. The analysis of industry attractiveness along with internal and external
capabilities play significant role in planning and implementation of corporate strategy of the
organisation. The report evaluates the online strategy of Zara which is leading and successful
name in fashion industry. It also provides an analysis of key competencies of organisation and
industry attractiveness.
CASE STUDY AND COMPANY OVERVIEW
Zara is largest company in Inditex group which deals in fashion products such as
clothing, beauty products, perfumes, shoes and other accessories. The organisation is leading
apparel retailer. With establishment in 1975 in Spain organisation has maintained its core values
which are clarity, sustainability, functionality and beauty in its all stores (Zara, 2020).
Organisation maintains effective relationships with its customers by quickly responding to
changing needs and latest trends in fashion. For increasing market share and customer experience
Zara is emphasising and improving its online strategy so that it can gain competitive advantage
with continuation of its quality services and success.
QUESTIONS
1. External analysis for identifying threats and opportunities
Zara is known to be flagship brand of Inditex group and is popular among its customer
for its new designs. It has resulted in great success for the brand despite having minimum
expenses on promotion and advertisements. For retaining the competitive advantage in global
business environment it is necessary for organisation to analyse its external business factors
which influence its corporate strategy and decision making (Köhler and Zerfass, 2019). These