Marketing Strategy and Plan of Zara

Added on - 21 Apr 2020

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Running head: MARKETING STRATEGY AND PLANMarketing Strategy and PlanName of the StudentName of the UniversityAuthor note
1MARKETING STRATEGY AND PLANExecutive SummaryThe aim of the paper is to analyze the marketing strategy use by one of the biggest fashion-retailing brand Zara. Zara is one of the largest fashion retail brands that have been growing itsmarket share all over the world. The company is also entering the online sector to offer itsproducts and increase its market share. However, the marketing strategy that the company followin some of its marketing mix variable, required to be changed due to increasing competition infashion industry. Thus, it should change its pricing and promotional strategy particularly tocapture more market share.
2MARKETING STRATEGY AND PLANTable of ContentsIntroduction......................................................................................................................................2Justification for the Choice..............................................................................................................2Marketing Concepts.........................................................................................................................4Segmentation and Targeting........................................................................................................5Positioning...................................................................................................................................6Promotional Strategy...................................................................................................................6Analyzing the Marketing Environment...........................................................................................7Pest Analysis................................................................................................................................7Porter’s Analysis..........................................................................................................................8Strength and weakness of Zara......................................................................................................10Marketing Mix for Superior Performance.....................................................................................10Marketing Mix Crucial for the Company......................................................................................11Conclusion.....................................................................................................................................13References......................................................................................................................................14
3MARKETING STRATEGY AND PLANIntroductionZara is a well-known clothing and accessories brand operating all over the world. thebrand was launched in 1975 by Amancio Ortega and Rosalia Mera. Since then it has grew itspresence in almost all the countries and offer as the largest retail of apparel. The company startedexpanding its business in the international market in the year 1988 through Portugal and then itslowly entered United States, France and other countries. The company also went online in 2010in which it opened its own online boutique to offer its product though online source. Suchapproach and initiative has helped the company to be the most successful apparel retail owners(Zara 2017). The paper discusses about the factors that let Zara to be the major focus company ofthis assignment along with analyzing its performance and strategies over the years. The reportalso analyses the marketing mix strategy, which has helped in good performance of the brand,and factors that will help the company in long-term growth.Justification for the ChoiceZara is one of a name in the retail industry because of its expansion, strategy andconnection with the customers. Since the day, it has introduced itself in the market it has grownto every possible market with its exceptional strategy. The brand has gained a name andrecognition by itself by the innovation and continuous initiative that it puts. The company hasrecent revenue of $17.2 billion, which has helped them to build their strategies successfully. Thebrand has been able to put a hold in the retail industry in the past 43 years of operations and owna total of 2200 stores worldwide. With a brand value of $11.3 billion, the brand has alwaysknown for its development of new products and offering it for sale within few days (Zara 2017).This shows the exceptional maintenance it carries out in its manufacturing and operations units.
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