This report provides a PEST analysis and Porter's Five Forces analysis for Zara, analyzing the impact of macro environment factors and the competition level within the industry.
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Table of Contents PEST Analysis.................................................................................................................................3 Porter's Five Force Analysis............................................................................................................3 Conclusion.......................................................................................................................................4 REFERENCES................................................................................................................................5
PEST Analysis PEST Analysis is characterized as a strategic tool that is used by businesses to determine, evaluate and track the factors of macro environment that can impact on operations of business currently or in future. It includespolitical, economic, social andtechnological factors analysis of which helps in determining opportunities and threats for business ofZara. These factors are mentioned below: Political:This aspect involves foreign trade policy, tax rates, trade restrictions, political stability or instability etc. which impacts the operation of Zara in both negative and positive way (PEST Analysis, 2019).Extensive trade agreements of the country provides advantage to company to import raw products and export final goods easily within EU. Economic:This includes factors like exchange rates, inflation, deflation, tax rates, economic trends etc. that greatly affects the operations and decisionmakingof Zara. For instance,exchange rates can influence cost of export of Zara that impacts on its revenues. Low cost of labour in Spain helps Zara in manufacturing goodfraction of clothes which allows it to minimize cost and improve profitability (PESTLE Analysis of Zara, 2019). Social:Factors like attitudes, cultural taboos, shared beliefs, lifestyle trends, etc. are involved in social factors thatinfluence demand ofZara's products and the way it operates. As the needs and preferences of customers changing very frequently, so offer them products as per their needs helps Zara in earning healthy profit margins (PESTLE Analysis of Zara, 2019). Technological:It involves aspects like research and innovation, automation, emerging technologies, R&D activities etc. thatinfluence operations of company. Technological shifts would impact quality, cost and leads a firm to innovation (SammutâBonnici and Galea,2015). Use of high end technology in a business processes helps Zara in manufacturing quality clothes to consumers and provides it opportunity to gain competitive edge in market. Porter's Five Force Analysis Porter's five forces is a tool that helps marketers in understanding the competitiveness of business and determining the potential profitability of strategy.This assists organisation like Zara in analysing the competition level within a particular industry.It includes five forces which are mentioned below: Bargaining power of buyers:It depicts the ability of customers to affect the quality and prices of goods and services. When the customers for a specific product is low, then they possess
much power to influence pricing and vice versa(Dobbs, 2014).The power of customers is low in industry as it provides quality products to customers which are not offer by any other firm. Also theproduct differentiation in industry is high whichdepicts that buyersareunable to find alternative company developing particular product which makes thebuyer's power a weaker force. Bargaining power of suppliers:It is the extent to which the pricesof materials canbe influenced by suppliers. If lots of suppliers are available in market then buyers can switch to competition and the power of suppliers is low and vice versa.Supplier's power is low in industry as there are many suppliers available in market which makes it easy for Zara to switch to other suppliers. Threat of substitute products:When there are lots of substitute products available in market, then pricesare determine by buyers, thereby reduce the power of business.Substitute thereat is weak inindustry for Zara as very few substitutes are available in market that offers similar product as Zara. Threatof new entry:If the entry barriers in industry are high then it becomes difficult for new businesses to enter into market because of strong competition and high costs(Allio and Fahey, 2012).Threat of newentry is low forZara as it is a well established brand that have large consumer base. Also, it is very difficult for a new entrant to invest high amount of money and attain economies of scale in market which makes it a weaker force. Rivalry in the industry:If the rivalry withinindustry is high then can not exercise control over prices of products and services. On the other hand, when there exist monopoly in industry, the firms enable to exercise full control over prices of products and services.Industry rivalry is moderate for Zara as very few competitors are available in market who have large market share. The products of Zara are highly differentiated that makes it difficult for rival firms to win customers (Zara Porter Five Forces Analysis, 2018). Conclusion As per the above mentioned report, it has been concluded that PESTLE analysis helps in determining the impact that macro environment have upon operations and activities of company. Porters five force analysis assists in determining the competition level within industry and the competitive position of firm within market.
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REFERENCES Books & Journals Allio, R. J. and Fahey, L., 2012. Joan Magretta: what executives can learn from revisiting Michael Porter.Strategy & Leadership.40(2). pp.5-10. E. Dobbs, M., 2014. Guidelines for applying Porter's five forces framework: a set of industry analysis templates.Competitiveness Review.24(1). pp.32-45. SammutâBonnici, T. and Galea, D., 2015. PEST analysis.Wiley Encyclopedia of management, pp.1-1. Online PESTAnalysis,2019.[Online].Availablethrough:<https://www.groupmap.com/map- templates/pest-analysis/> PESTLE Analysis of Zara,2019. [Online]. Available through: <https://pestleanalysis.com/pestle- analysis-of-zara/> ZaraPorterFiveForcesAnalysis,2018.[Online].Availablethrough: <https://www.essay48.com/term-paper/13701-Zara-Porter-Five-Forces>