Strategic Marketing Opportunities and Analysis: The Zara Case Study

This report provides a comprehensive analysis of the marketing opportunities of Zara, a renowned Spanish fashion company. It delves into various aspects, including product quality and range, highlighting Zara's ability to offer a wide array of fashionable clothing and accessories. The report examines Zara's strategic approach to 'place,' emphasizing its integrated design, prefabrication, and distribution model, which facilitates rapid global expansion. It also analyzes Zara's focus on target consumers, specifically those aged 20-30, and its ability to cater to their fashion-forward preferences through continuous product innovation. Furthermore, the report discusses Zara's affordable pricing strategy and its unique approach to promotion, which emphasizes consumer demand. The report concludes that Zara's successful market presence is a result of its ability to identify and capitalize on various market opportunities. It recommends that companies adopt Zara's marketing strategies to thrive in the competitive business world.

Running head: OPPORTUNITY STRATEGIES FOR MARKETING
OPPORTUNITY STRATEGIES FOR MARKETING
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EXECUTIVE SUMMARY
The purpose of this report is to identify the marketing opportunities of the renowned Spanish
fashion company Zara. A detailed discussion about the existing and new marketing
opportunities of Zara has been provided in this report. This report concludes with the fact that
the availability of potential marketing opportunities are essential for a company to survive in
the competitive business world. It is recommended that companies all around the world must
follow the brilliant marketing models of Zara to gain dominance in the market.

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Table of Contents
Introduction................................................................................................................................3
Marketing opportunities of Zara:-..........................................................................................3
Marketing Opportunity related to Product quality and range:-..........................................3
Marketing Opportunity related to Place:-..........................................................................4
Marketing Opportunity related to Target Consumers:-......................................................4
Marketing opportunity related to pricing:-.........................................................................4
Marketing Opportunity related to promotion strategy:-.....................................................5
Conclusion..................................................................................................................................5
References..................................................................................................................................6

3OPPORTUNITY STRATEGIES FOR MARKETING
Introduction
Marketing opportunity study of a company signifies the business opportunities of a
company in terms of enticing new customers to buy their products and thereby help to
increase the productivity rate of a company. Marketing opportunity helps a company to
forecast its future business vision (Mullins, Walker & Boyd Jar, 2012). This report outlines
the fact to state the business opportunities of Zara’s secret through marketing.
Marketing opportunities of Zara:-
Zara is a globally recognized fashion company in the world. Zara specializes in
providing run away fashionable clothes and accessories to the customers, all over the world.
Zara is headquartered in the northwestern city of Arteixo in Spain (Caro, 2012). Amancio
Ortega is credited for originating the concept of Zara in the year 1975. According to the
financial reports in 2017, Zara has earned the commendation of administering up to twenty
unique attire collections, per annum. In terms of marketing opportunities of Zara, a lot of
literature has been attempted in this issue.
Marketing Opportunity related to Product quality and range:-
If the topic of product is discussed, then it can be said that Zara is the only fashion
company in the world who does not spend resources excessively on advertisement and yet
manages to sell its products at huge numbers. Zara provides a wide range of sublime products
such as children’s dresses, men’s attire, women’s stylish attire, eye-catching lingerie wear
and others. As per reports, Zara places 450 million products at all its worldwide stores in a
year. Indeed, Zara possesses ample market opportunity in terms of their product quality and
range.

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Marketing Opportunity related to Place:-
If the topic of place is discussed, then it can be said that Zara is self reliant in all its
marketing activities. Zara has single-handedly integrated all the departments of design,
prefabrication and distribution under in its own unit. This is one of the key factors in the rapid
expansion of Zara stores all over the world. In the coming years, Zara is expected to spread
its wings in every possible global location. Indeed, Zara possesses ample market opportunity
in terms of place.
Marketing Opportunity related to Target Consumers:-
If the topic of target consumers is discussed, then it can be said that Zara has artfully
captured the attention of the target audience in fashion. Zara manufactures collections, which
are suitable to people in the twenty to thirty age bracket. Generally, people of this above
range are extra conscious about the overnight changes, which occur in the fashion world.
Therefore, in order to sustain the attention of the fashionable young, Zara continuously
implements new cuts and changes in their products including shoes, trousers and blazers.
This actuates the trendy and the stylish lot to venture into Zara for fashion modernity and
novelty. Indeed, Zara possesses ample market opportunity in terms of holding the competitive
attention of the target consumer.
Marketing opportunity related to pricing:-
If the topic of pricing is discussed, it is widely known that Zara practices affordable
pricing strategy in all its product portfolios. The most mentionable fact here is that the
customers are genuinely appreciative of the availability of reasonable priced products at Zara.
The marketers at Zara have started to practice affordable pricing strategy by implementing
modifications in their indoctrination and development prices (Caro & Gallien, 2012). This
has made Zara among the top affordable fashion firms in the world. Indeed, Zara possesses
ample market opportunity in terms of their pricing strategy.

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Marketing Opportunity related to promotion strategy:-
If the topic of promotions is discussed, Zara is one of the least promoted fashion firms
in the business world. The unique selling proposition of Zara is that the marketers of Zara are
extremely proficient in the assumption of the demands and needs of the consumers and this is
what distinguishes it from the other big fashion house rivals (Gamboa & Gonclaves, 2014).
The promotional quality of Zara is reasonability, specialty, variety and distinction. Indeed,
Zara possesses ample market opportunity in terms of their promotion strategy.
Conclusion
In the conclusion, it can be said that marketing is a very substantial concept of
business management. Marketers are highly responsible for bringing glory and fame to a
company by increasing the productivity, market share and the ultimate revenue share. Zara is
a brilliant example of a company who has successfully established itself in the global market
by having high-yielding market opportunities.

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References
Caro, F. (2012). Zara: Staying fast and fresh. The European Case Clearing House, ECCH
Case, 612-006.
Caro, F., & Gallien, J. (2012). Clearance pricing optimization for a fast-fashion
retailer. Operations Research, 60(6), 1404-1422.
Gamboa, A. M., & Gonçalves, H. M. (2014). Customer loyalty through social networks:
Lessons from Zara on Facebook. Business Horizons, 57(6), 709-717.
Mullins, J., Walker, O. C., & Boyd Jr, H. W. (2012). Marketing management: A strategic
decision-making approach. McGraw-Hill Higher Education.