Zara's Strategic Marketing Plan: Analysis, Objectives & Strategies

This report provides a comprehensive marketing plan for Zara, a leading Spanish clothing retailer. It begins with an introduction and executive summary, followed by company information, vision, and mission statements. The report outlines Zara's marketing objectives, including increasing brand awareness and expanding store presence. A SWOT analysis identifies Zara's strengths, weaknesses, opportunities, and threats, while a PEST analysis examines the political, economic, social, and technological factors influencing the business. The marketing mix (product, price, place, promotion, people, process, and physical evidence) is discussed in detail, along with segmentation, targeting, and positioning strategies. The report also includes a budget strategy and monitoring and controlling mechanisms. The conclusion emphasizes the importance of marketing for achieving organizational goals. Desklib offers a wealth of similar resources to aid students in their studies.

Marketing essential

Table of content
 Introduction
 Executive summary
 Company information
 Vision & mission
 Marketing objectives of ZARA
 SWOT analysis
 PEST analysis
 Marketing mix
 Segmentation, targeting and positioning
 Budget
 Monitoring & controlling
 Conclusion
 References

Introduction
 Marketing plan helps in making marketing strategy and finding
the path for achieving the organisation goals.
 Present study is based on ZARA company.
 It is a retail industry which holds 6500 stores in world wide. It
mainly deals in clothing and accessories for men, women and
kids etc.

Executive summary
 Marketing plan is a outline of the company's
marketing strategy which describes the goals
of the business as well as business's current
marketing position.
 It also helps in developing goods and
services for the organisation to meet the
needs and wants of the target market.

Company information
 ZARA is the spanish clothing retailer company, founded in 1974.
 Their products are clothing and accessories for men, women and
kids. Inditex is a parent company of ZARA

Vision & mission
 Mission:- The mission statement of ZARA is “To
contribute to the sustainable development of society
and environment with which they interacts”.
 Vision:- The vision statement of ZARA is “To
provides the exclusive choices of fashion to their
customers by generating the quick turnover of new
stock before their competitors”.

Marketing objectives of ZARA
 ZARA's , main objective is to increase the brand
awareness of layered top.
 The expansion of their stores in two more
countries till the end of 2019.

Swot analysis:-
 Strength:- ZARA have strong supply chain management for layered top. ZARA
offers low price products with most fashionable and innovative designs and fast
delivery of new products.
 Weakness: - ZARA's do not focus on marketing and advertising of layered top
where their competitor uses strong marketing techniques
 Opportunity: - ZARA can explore more in global markets ZARA can expand their
market of layered top through online and connect more customers
 Threat: Economical changes can be a threat. Fake news can also be decline the
sales of layered top.

PEST analysis
 Political factor:- it plays an important role in the structure
of the business. If the political factors affect significantly to
the organisation than it can vast their business activities.
 Economical factor:- ZARA have to considered the economic
growth in their decision making of layered top and also
adequate knowledge of exchanges rates, inflation rate, tariff
and cost of import and export of layered top etc.
 Social factor: - it is a very important factor for ZARA
because ZARA is a global fashion industry. They have to know
the social norms of every country.
 Technological factor: - as a global industry, ZARA have to
adopt new technology for improve their productive and
efficiency level.

Marketing mix
 Product : Company will conduct market research and
will analyses needs of female or young people and
accordingly it will develop its products
 Price: It will implement price skimming strategy, as
it will offer its cloths at lower cost, once people like
it then gradually company will enhance prices
 Place: Enterprise will adopt direct and indirect both
distribution channels
 Promotion: Zara will promote its products through
social networking sites. It will use Facebook, Twitter
in order to make connection with potential buyers

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 People: It will treat its employees well and will give them incentives and
recognition so that they retain in the Zara for longer duration.
 Process: Enterprise will make direct connection with consumers, there will not
restriction
 Physical evidence: It will improve infrastructure facilities in its retail stores
and will develop attractive tag-line so that more people get attracted towards
the brand.

Segmentation, targeting and positioning
 Segmentation strategies:- ZARA will use demographic
segmentation strategy to segment their customers
 Targeting strategies:- It will use differentiate target strategy for
their target market.
 Positioning strategies:- ZARA will use usage based positioning
strategies to highlight the positive customers experience before and
after sales of layered top.

Budget strategy
 Zara's budget strategy for layered top will include
marketing expenditures, salaries of the employee,
utility bills and transportation cost of the layered top
etc.

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Marketing expenditures 100 million
Salaries 80 million
Utility bills 50 million
Transportation cost 40 million
IT cost 40 million
Total cost 310 million

Monitoring and controlling:-
 It will most important factor to monitoring and controlling ZARA's
business activities because ZARA have high competitors.
 Monitoring will over the employees and production process. It uses
process monitoring strategy.

Conclusion
 From the above study it can concluded that marketing is essential
for defining the objectives, developing a product and target
market.
 Marketing plan is very important in making marketing strategy
and budgeting in order to achieve organisations target.

References
Resnick, S. M. and et.al., 2016. Marketing in SMEs: a “4Ps” self-branding
model. International Journal of Entrepreneurial Behavior & Research. 22(1).
pp.155-174.
Salwa, C. H. and Sudarsan, N., 2018. Conceptual Framework for Marketing
Strategy in the Context of Small Business: A Review. IJAME.