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Zara Marketing Assignment | Company Analysis

   

Added on  2020-04-01

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ZARA Zara Marketing Student’s nameName of the Institute
Zara Marketing Assignment | Company Analysis_1
ZARA AnalysisZara is a known retailer in different parts of the world. The company operates in the readymade fashion clothes segment that is a competitive market. Zara is a Spanish company; however, it has its presence in different parts of the world. The company has a strong hold not only in developed parts of the world but also in the emerging markets. The management of the company realizes that the industry is tough as there are lot of players in the market. In different markets, Zara faces tough competition with the global brands as well as local brands. The key competitors of Zara are H&M, Gucci, Ralph Lauren, etc. The competitors and Zara are under strong pressure to cut the cost as the end consumers have the option to choose from various players (Wong & Yazdanifard, 2014). The good thing with Zara is that it has more than 2000 stores across the globe and the company is determined to increase its presence in the global market. The company has close of 11% global market share of fashion and trend apparels. It is important to mention that this segment of market share includes only the fashion and trendy apparels. The company has better market share in the European market. For example, Zara has close to 18% market share in Spain and France (Verhoef & Kannan, 2015). However, a dip in the market share is observed in the emerging markets. For example, Zara faces tough competition from the organizations in the unorganized sector in India and as a result the market share of Zara in India is less than 1%. The problem with emerging markets is that the clothing market is highly fragmented and divided between organized and unorganized sector and therefore, the retailers in the organized sector likeZara face difficulties to increase their market share (Mayrhofer & Roederer, 2016).
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