International Marketing Zara

INTERNATIONAL MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Overview ...............................................................................................................................3
International marketing issues................................................................................................4
Strategic marketing strategies.................................................................................................6
CONCLUSION ...............................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
International marketing refers to the use of various principles of marketing to satisfy the
needs and wants of the people that are living across the border of the nation. It involves the use
of different marketing activities for offering the products or services of the company in different
nations. The Report will be based on Zara. It belongs to Retail Industry and deals in Apparels.
The parent company of Zara is Inditex (Gomes, Sousa, C. and Vendrell-Herrero, 2017). The
Report will outline overview of the firm, various types of issues that a multinational organization
faces during international marketing. It will also describe the various types of strategies that firm
adopts for marketing of the products.
MAIN BODY
Overview
Zara was founded in year 1975 by Rosalia Mera and Amanico Ortega. Headquarter of
Zara is located in Arteixo, Spain. It is one of the top retailer that deals in accessories and clothing
items. Zara is the major brand of Inditex Group. The group owns many other brands also such as
Zara Home, Massimo Dutti, Oysho etc. In year 2017, Zara operates more than 20 collections of
clothing items in a year. The first store of the company that is Zorba was opened in Spain in year
1975. Zara deals in various types of Apparel for male, female as well as for kids (Handayani,
Ferdinand, A.T. and Sugiono, 2018).
The Mission statement of Zara is to make efforts for promoting the sustainable development of
the country. To achieve this mission, firm uses eco-friendly methods of production to save
energy. Zara uses organic fibres for manufacturing clothing items. For transporting different
types of products to the customers at different locations, firm uses biodiesel fuel that helps to
reduce the emission of carbon di oxide.
The company has expanded its operations at international level in year 1980 in Portugal.
In year 1989, Zara has entered the market of France for offering its clothing items. It is vertically
integrated firm because it controls the supply of raw materials, manufacturing and distribution of
the products in various countries itself, designing the products etc. In year 2017, the total number
of stores of the firm worldwide is 2,2,51. And total revenue of Zara in year 2017 is €16,620
million. In year 2019, the total number of stores Zara is operating in Spain is 547. In China, the

firm is operating 229 stores, in US it is operating 98 stores. The firm also got the rank in the list
of the best employer in the State in year 2019 (Jakubczak, J. and Rakowska, 2018).
Amazon is a multinational technology firm. It was founded in year 1994 by Jef Bezos. Company
is headquarter in United States. It offers various products and services such as Amazon fire,
Amazon.com etc. It initially offers books online and later on it started selling electronics, apparel
etc.
Easy Jet is an Airline company. The headquarter of firm is located in England. It offers airline
services domestically as well as internationally in more than 30 countries. Key people are John
Barton etc.
International marketing issues.
International Marketing refers to adopting various types of marketing tools and
techniques for finding targeted segment of customers to attract them for purchasing the products
of the firm. International Marketing helps the organization to target the buyers at international
level. It also helps the firm to satisfy the needs and demands of the buyers in a better way as
compared to competitors by coordinating various marketing activities according to the rules and
regulations of domestic as well as foreign country (Morschett, Schramm-Klein, H. and Zentes,
2015).
According to Gillespie, K. and Riddle, (2015) Contemporary issues refers to the opinion
or idea related with a particular topic that is relevant in current time. Sometimes the marketing
team of the company faces various types of issues while expanding their operations at global
level through international marketing. There are various contemporary issues that Zara, Amazon
or Easy JET may face during International Marketing of the clothing items and accessories in
different countries are as follows.
Technology -
One of the major contemporary issue that marketing department of Zara may face is
technology. Nowadays, customers are more aware regarding intent marketing, omni-channel,
mobility etc. as compared to the marketer of the firm. Multinational companies should now
change their technology of advertising the products at international level because, nowadays
buyers are becoming more engaged with the brands. There is an increase in the use of advanced
technology that is digitalization that has increased the accuracy, speed of the transactions.