Strategic Marketing Analysis of Zara

Running Head: STRATEGIC MARKETING
Strategic marketing
Student’s Name
University Name
Author’s Note

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Table of Contents
Task 1...............................................................................................................................................3
1.1 Introduction.......................................................................................................................3
1.2 Background of the organisation........................................................................................3
1.2.1 Mission and vision of the company...........................................................................4
1.3 Discussion.........................................................................................................................4
1.3.1 Analysis of internal market situation.........................................................................4
1.3.2 Analysis of external factors.......................................................................................7
2. Task 2.........................................................................................................................................10
2.1 marketing situation overview...............................................................................................10
2.1.1 Segmentation, targeting, Positioning.............................................................................11
2.1.2 Marketing mix...............................................................................................................11
2.1.3 Comparative advantage.................................................................................................13
2.1.4 BCG Matrix analysis.....................................................................................................14
2.1.5 Strategic recommendations...........................................................................................15
2.1.6 Monitoring and control..................................................................................................16
Reference List................................................................................................................................17

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Task 1
1.1 Introduction
In this first part of the task, analysis of the current market situation of Zara has been done. In
order to analyse the marketing information, at first a SWOT analysis of the company has been
done in order to understand the internal marketing situation of the organisation. Followed by that
the best analysis of Zara has been done in order to understand how the internal market operations
are being impacted by the external market factors in the fashion Retail Industry. Identifying the
various aspects of the marketing conditions of the company, the ways in which they reap
advantages out of the current market have been highlighted in this part. In the second part the
marketing situation that has been identified in the first part is utilised to evaluate the strategic
marketing options available to the organisation. This has been represented through the four P's of
marketing mix model. A BCG framework of the company has also been developed in order
understand which aspects of their business are worth considering for future expansion. This
section is followed by provision of strategic recommendations and metrics for implementation
and control of the action required for fulfilling the recommended strategies.
1.2 Background of the organisation
In the Global fashion retail market, Zara is a big name. Established in 1963 in Spain, Zara has
grown under the parent brand Inditex. The business of manufacturing, distribution and sales of
Apparels why Zara is spread across 200 business units of the company spread across the world.
In terms of product lines, Viardot and Nylund (2017), informs that Zara provides several choices
to the customers who include men, women as well as children. Recently, along with clothes,
Zara has also come up with an alternative product line of cosmetics as well as accessories for

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both men and women. Since their expansion into the international market, the company has
always been driven by the mission of making luxury Lifestyle products available to maximum
number of customers. As stated by Wang (2018), the strategies that have been used by Zara to
set a new trend in the fashion Retail Industry is updating product lines in every 2 weeks and
development of ethical trend of High Street fashion where uniqueness of styles is limited not
only by Fashion trend but also quality of the material.
1.2.1 Mission and vision of the company
the organisation shares the mission of occupy the primary position in the domain of retail
clothing and the ones to achieve days by entering into all major Global markets of retail clothing.
1.3 Discussion
1.3.1 Analysis of internal market situation
Strengths
The enormous presence of the company is felt in foreign markets like America, Asia comma
parts of Europe and so on. Operating in any part of the world, Zara needs only two weeks to
shuffle their product lines and introduce new items against old ones. Collection of feedback of
customers against the newly introduced product lines is an essential part of the operations and
based on the feedback provided by the customers the designers develop new products each week.
As highlighted by Kim, Lee and Lee (2016), one of the major strategic advantage of the
organisation is that they take only 14 to 16 days to you substitute an existing product line with a
new one where as the major competitors of Zara like GAP, H&M and other state minimum of 40
to 50 days to achieve the same target.