This report presents a marketing audit of Zara, a leading fashion retailer, focusing on its operations within the UK market. The report begins with an executive summary and an introduction outlining the objectives and scope of the analysis. The main body of the report includes a background of the company, followed by a detailed macro-environmental analysis using the PESTLE framework, assessing political, economic, social, technological, legal, and environmental factors impacting Zara. A micro-environmental analysis then examines the company's internal strengths, weaknesses, opportunities, and threats, followed by a competitive analysis comparing Zara to competitors like H&M and Forever 21. A SWOT analysis summarizes the key findings, and the report concludes with recommendations and references to support the analysis. The report highlights Zara's global reach, financial position, and its ability to adapt to market trends.
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