Marketing Strategy and Plan for Zara

Running head: Marketing strategy and plan
Marketing strategy and plan

Marketing strategy and plan
Table of Contents
Introduction.................................................................................................................................................3
Marketing objectives...................................................................................................................................3
Growth strategies of Zara............................................................................................................................4
Generic strategies....................................................................................................................................4
Intensive growth strategies......................................................................................................................4
Targeting and positioning............................................................................................................................5
Targeting.................................................................................................................................................5
Positioning...............................................................................................................................................6
Selection of competitive advantage............................................................................................................7
Marketing mix programme..........................................................................................................................8
Conclusion.................................................................................................................................................10
References.................................................................................................................................................10
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Marketing strategy and plan
Introduction
The main purpose of this task is to evaluate and analyze the marketing strategies, policies
and plans of Zara. Zara is well known brand in the world which delivers dynamic clothes,
accessories and bags to the customers. On the other hand, the paper explains the marketing
objectives of the firm which helps to firm stay in the marketplace. Additionally, here is the
discussion about the generic and intensive growth strategies which help to hit the competitors in
the world. Furthermore, it depicts that Zara uses targeting and positioning strategies to attract and
retain more clients in the marketplace. Along with this, it shows that how the firm gaining
competitive benefits by using different strategies in the workplace.
Zara is one of the biggest reputed companies in the world which was formed in 1975. The
company designs and manufactures fashionable and attractive products within the organization.
It is the biggest enterprise in UK’s fashion industry. The firm is not only generating highest
profit but also is most recognized by its potential customers in the marketplace. It is a Spanish
based company which provides innovative and stylish products to the customers globally. The
products of Zara include clothes, accessories and other garments. Effective and unique supply
chain management is used by Zara and it also uses effective management strategies within the
organization (Inditex, 2018).
Marketing objectives
Various objectives have been decided by Zara to acquire a good position in the
marketplace and to stand out against the competitors across the world. The main objective of
Zara is to increase and enhance the satisfaction and demand of the customers by rendering
unique and fashionable clothes and accessories to them (Chu,2016). Furthermore, the firm wants
to become a number one brand in the international market. It will help to beat and hit the
rivalries globally. Apart from this, the organization wants to produce and designs the products
after considering the choices, tastes and requirements of the customers. Additionally, Zara wants
to increase the profitability and market share in the competitive market (Martinroll, 2018).
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Marketing strategy and plan
Growth strategies of Zara
Zara is leading brand in fast fashion industry across the world. The market is growing
quickly in terms of market size, nature, sales, revenue and global presence. Spain is the biggest
market of Zara followed by Japan, China, Italy and France (Mckeown, 2013). Zara uses generic
and intensive growth strategies to gain sustainable competitive advantages.
Generic strategies
The generic strategies are developed by Michael porter to generate more revenue and
destroy the competitors in the market (Hammoudeh, 2014). The generic strategies have been
stated below.
Cost leadership: The generic strategy which is initiated by Zara is called cost leadership. The
leaders of the company try to provide products and services at suitable price to gain competitive
benefits (Daniel, 2013).
Differentiation: This strategy is used by Zara to differentiate the prices of the products and
services from the competitor’s products. In this way, it will help to overcome the rivalries in the
global market.
Focus: The focus strategy is subdivided into two different strategies such as differentiation focus
and cost focus strategy. By using generic strategies, Zara has become most popular brand in the
world.
Intensive growth strategies
Along with generic strategies, Zara uses intensive growth strategies to build competitive
benefits and to grow in the market (McGrath, 2013). The intensive growth strategies have been
detailed below.
Market penetration: It is one of most important strategies to sell more and more products to the
existing customers. Also, it will help to grow revenue and sales in the market. Market penetration
helps the customers to select the fast fashion products globally. By using market penetration
strategy, the company is able to introduce new and stylish accessories and clothes in the market
(Mertens, 2015).
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