Zara: An Analysis of STP, Marketing Mix, and Relationship Marketing

This report provides a comprehensive analysis of Zara's marketing management strategies. It begins by explaining Zara's STP (Segmentation, Targeting, and Positioning) strategy, detailing how the company segments its market, targets specific customer groups, and positions itself within the fashion industry. The report then examines Zara's marketing mix, analyzing the 4 Ps (Product, Price, Place, and Promotion) and how Zara utilizes these elements to achieve its marketing objectives. Furthermore, it explores Zara's relationship marketing strategy, emphasizing the importance of building and maintaining customer relationships. The report also offers recommendations for new marketing strategies that Zara could implement to further enhance its market position and customer engagement. Overall, the report offers valuable insights into Zara's successful marketing approaches and provides a framework for understanding how the company navigates the competitive landscape of the fashion retail industry.

Marketing
Management

TABLE OF CONTENT
INTRODUCTION......................................................................................................................3
Explaining STP strategy of Zara............................................................................................4
Marketing mix strategies........................................................................................................6
Relationship marketing strategy.............................................................................................8
Recommendations for new marketing strategies at Zara.....................................................10
CONCLUSION........................................................................................................................11

INTRODUCTION

Marketing management can be understood as widely essential aspect within
global business aspect, dynamically evolving within recent time periods with high pace
innovation goals. For this report, ZARA has been taken as fashion brand known for its highly
fashionable clothing apparels, high competitive market positioning and digital marketing
expertise factors evolving within. The report will be analysing STP strategies, for
strengthening larger customer market base for higher competitive growth domains within
fashion industry. Furthermore, marketing mix focusing on 4 ps of marketing will be further
evolved on within business goals for larger time periods. Study will further head on
competent examination on relationship marketing strategy identification for emphasising
current tactics evolving within brand, rising larger functional scale productivity. Research
will also further enable analysis on recommendations, for growing vivid range of commercial
diversity domains within longer time periods.
Explaining STP strategy of Zara
Zara as being part of international market applies strategies approach in order to get
success. There are various competitors in both domestic and international market. There are
several types of marketing strategies for accomplishing the purpose of business objectives. In
order get deeper emphasis on marketing plan of selected organization STP analysis becomes
essential. It provides significant information regarding the segmenting, targeting and
positioning. This particular approach contributes largely in attaining higher revenue with
implementing strategy of significant customer relationship. it can be deeply understood from
the below mentioned points.
Segmentation
It is related with particular procedure of dividing total customers into different
segments in order to make business practices effective. Segmentation is initial stage of STP
strategy which contributes in dividing large number of customers in industry into suitable
divisions on the basis of demographics, psychographic, geographic and behavioral (The
segmentation, targeting, positioning (STP) marketing model, 2021). Before moving towards
market it becomes essential for Zara to pay attention on these. Having clarity regarding
company’s chosen segment help In developing further actions like advertising, etc so that
attracting clients towards products becomes efficient. Zara adopts this step and give emphasis
on demographic segment. This comprises gender, age and psychographics as well focus is
given to high class attitude people. It segments its customers on the basis of their attitude as

this part of luxury industry which is not easily affordable by common people so having
significant approach becomes important for Zara. It concentrates on people who have attitude
of both work and play as it offers stylish clothes to customers (Sukma, Lubis, and Utami,
2019). There are variety type of clothes according to trend and has blends the ethnicity
apparel offered by retailer Zara.
Targeting
This pay attention on type of customers who wants to maintain their standard of living
high through getting trendy and stylish clothes. Its products are expensive which affect the
perception of selected segment that company’s offering would of high quality. Zara
establishes its outlets on high profile places to attract those customers who have can afford
branded clothes. In order to get significant growth in industry company tend to provide such
commercial advertisement that reflects upper class standard of living. Organization ensures it
co up with changing taste & preferences in turn reaching targeted audience can become
possible. There are significant steps that in current era, firm takes to increase its reach
towards targeted audience. It comprises emergence of social media, business based platform,
etc. so that sending offers to get higher revenue can become possible . Zara has different
approach like utilizing creative widow display, visual merchandising, etc to maintain
awareness of trends to get attention of high class people.
Positioning
The main reason behind positioning this particular brand is to fulfill the objective of
democratize fashion industry. Zara mainly focus on providing significant up to date clothes
clients that are highly interested in making their physical appearance look enrich & unique.
With modern approach company targets the young customer group to provide desirable
clothes at affordable prices (Xi, 2021). For this purpose Zara never compromise with its
products quality as it takes good fabric into consideration for having significant growth in
sector. The fashion industry faces quick changes in customers taste so becomes crucial to
maintain quality to give assurance about effective concern for buyers. It has effective supply
chain strategy to meet forces that provides timely supply of products to outlets with enabling
customers to have good amount of options. With help of having such strategic positioning
strategy of marketing Zara has become successful name in fashion industry due its unique
characteristics like affordability, qualitative products, cooperation with changing trend.

STP marketing strategy has enabled company to get various opportunities in market .with
ability to provide better customers service firm has become able to win competition from
similar organization. With helps having significant marketing strategy Zara has become able
to successful operate on various foreign markets. It alters its products according to culture
and value of particular products by maintaining high quality. These all factors are indicator of
company’s success determinates as large contribution for gaining desirable position is
analyzed. Keen concentration on customers experience is given by Zara as it focuses on
building brand image. In addition to this, in current scenario Zara emphases on continuously
improving its STP procedure through identifying lacking areas so that effective measures for
modifying the same is executed by Zara.
Marketing mix strategies
The role of marketing mix can be understood to be widely diverse for bringing on
competent productive diversity scope within products and services marketing, among wider
target customers range. Zara, as one of the best fashion retail company has been strategically
investing on marketing mix factors further opening up new functional rise competently,
strengthening creative rise goals. There are 4 ps of marketing which can be segregated on
basis of wider range of functional scale competitive expansion aspects, innovative creative
promotions surging pace parameters within promotions. ZARA being one of the top rated
company within fashion retail industry further aims to evolve towards productive customers
targets actively, strengthen up key benchmarks rapidly and also leverage best technical force.
 Price: Zara has competitive and premium price strategy where the brand offers best
functional services with high scale commercial standards, on which customers are
ready to pay prices. It can be understood that prices are widely competitive for
reaching among larger consumers target market scope, as per larger vivid engagement
diversity parameters. Strategic marketing and price optimisation of Zara in widely
diversified and stringently innovative, where brand has been investing highly. Prices
have been finalised as per varied customers preferences competitively, to synchronise
larger scale working range of efficacy targets within recent time periods (Adams,
Freitas and Fontana, 2019). Products: Zara, being one of the most popular fashion retailer company within global
paradigms has best products in accessories, clothing apparels and skincare where

products are served with high standards. The products are functionally operated with
high innovation and competitive functional diversity in marketing, which have also
best customers preferences. Digital services of products are also diversified, as per
latest working scenario within fashion retail industry aspects. The apparels,
fashionable products and accessories have huge demand among consumers for
enlarged scope for strengthened working engagement aspects bringing on larger
primitive rise actively. Products are also listed on digital networks, enhancing
functional scope and technical functional abilities for larger time period growth. It
can be understood that products and services have varied scope for determinants
correlated, further enabling brand to diversify optimum utilisation functional goals
actively.
 Promotions: Zara promotion strategies are widely advanced and competitive for
strengthening best promotional rise among digital channels, which has enabled brand
to competitively form best leveraged functional rise productively (Kotabe and Helsen,
K2020).The brand investments are strategically focused on serving best promotion
goals, for larger functional rise innovatively within competitive fashion industry
targets. Promotional strategies are technically advanced, for strengthening competent
scope informatively and also creative quest rise functionally within longer time
periods. Furthermore, customer services are also widely advanced, based on
functional expertise targets and leveraged scope for strengthening higher competent
scope.
 Place: Zara place factor within marketing mix domains is widely diversified to
generate best competitive positioning of fashion retail outlets, where people from
around world can easily connect. The place factor further has enhanced business
diverse positioning goals for stringent connective diversity based on commercial
expertise expansion actively (Hutt,and Speh, 2021). The physical stores are widely
expanded and digital platforms are also diversified as per latest working scenarios,
where places are further synchronised based on stringent diversity. Customers
preferences and choices are also taken specific care of, which technically also plays
strong role for larger growth rise innovatively based on best financial stability targets.
From the above analysed aspects within marketing mix factors, it can be analysed
that Zara further has been competitively growing within businesses among strategic
functional growth rise paradigms in fashion retail industry targets. Zara further aims to

strengthen up key long term goals in competitive marketing scope rise, for functional abilities
of new edged digital marketing rise functionally. Marketing mix has been competently
growing for quest scope rise, on which Zara has been leveraging larger competent evolving
growth fundamentally within business world (What’s new? What’s next? 6 essential
marketing trends for 2020, 2020).
Relationship marketing strategy
Relationship marketing strategy can be understood as one of the most essential aspect
, which further heads on large focus on operative innovation in fostering relationship
between firms and customers. Within recent time period, usage of relationship marketing
further enhances scope for stringent connective diversity paradigms further opens up new
scope profoundly. Zara has been also expanding to enhance competitive scale functional rise
actively, based on high fashionable working optimisation competitively based on strategic
management expertise goals. The analysis of relationship marketing strategy, further heads
on competitive focus on producing mix tactics used by brand to build productive strategies
for methods to improve customer experiences widely. It has been found that Zara with
optimum investing in relationship marketing strategy further heads on for promoting lifetime
brand royalty imperatively within larger time periods (Park, 2020).Zara success has been
largely growing within ability driven by its ability to rapidly expand best strategic innovation
in fashion retail trends, further strengthening efficacy paradigms diversely. The relationship
marketing strategy at Zara further enhances best strategic innovations, combining with high
quality competencies productively within longer time period. Brand has been competitively
evolving on within fashion products , services with latest customers preferences based on
market factors for higher connective goals. Relationship marketing manages accurate
relationship with customers, practically analysing accurate response, in enhancing products
and services working engagement goals.There are five levels of relationship marketing which
are basic marketing , reactive marketing, accountable marketing and proactive marketing and
further implementation of partnership marketing aspects innovatively. Each level has been
functionally integrated with optimum productive diversity and creative factored functional
abilities at Zara for strengthening relationship marketing strategy. Relationship marketing has
been fundamentally evolving in recent time periods, within competitive business goals
functionally where Zara has developed optimum investments. Furthermore, in detail analysis
of all working aspects, to strengthen up keen long term quality rise benchmarks are as
follows:

 Technology giant of fashion retail world: Zara is one of the best technology giant
company within fashion retail global hemispheres where company investments are
widely strategically correlated for stringent advancement. It can be understood that
the technology services are further significantly correlated for scaling up technical
strengthened working engagement, bring on wider structured functional goals
actively. Customers services are highly satisfactory, as the digital marketing
parameters has been widely evolved in planned format for competitive fashion
industry. The brand innovation standards has been also evolving in recent time
periods, where the digital networks are widely creative and technically focused on
strengthening higher growth domains.
 Fast fashion-The newest wave: Zara is one of the best fast fashions evolving in
recent time periods informatively with structured efficacy where latest fashionable
products and apparels are there. The brand customers services as part of relationship
marketing has been widely innovative, to strengthen up larger pace goals technically
for higher functional scope goals. The fast fashion evolving in recent time period has
been effectively evolving in recent time periods, on which varied multi channels are
further focused on promotion goals (9 top digital marketing trends for 2021,
2020).Furthermore, ZARA investments are also fundamentally heading to enlarge
wider scale functional scale rise innovatively, to strengthen up leveraged working
structure aspects dynamically.
 High investments on global expansion: Zara for heading towards structured working
investments to be expanded on global expansion, further has been proactively
investing on global expansion strategies fundamentally. It can be understood that
globally Zara has various outlets of fashionable clothes, highly structured marketing
to strengthen up new informative connective goals productively. International global
marketing standards further has enhanced functional scope actively, generate best
technical rise actively, based on vision operative targets for larger global targets .
Zara investments are also known to be evolved on innovative digital marketing
parameters , where new scale customers services have major role to evolve on
profoundly within longer time period (Deepak and Jeyakumar, 2019).
From the above analysed factors, it ca be understood that Zara digital investments and
relationship marketing standards have been fundamentally growing within recent time,
where determinants strengthen up best competitive rise.

Recommendations for new marketing strategies at Zara
Zara has further scope to generate new scale functional working
productive advancement within fashion retail industry scope parameters, based on larger
scale determinants within evolving competitive industry determinants. Marketing has
been vividly growing within recent time in fashion retail world, where brands are heading
to evolve on best customers services vividly, on which there is varied scope imperatively.
Zara with structured functional enlargement, usage of best new digital technologies will
strengthen up creative reach among consumers market share profoundly. This further
opens up scope for larger functional competencies evolvement rise, evolve towards
dynamic best benchmarks, where Zara further has scope to leverage larger commercial
profits. With high commercial business goals, new marketing strategies have further
scope to strengthen up key engagement goals rapidly with structured efficacy parameters
innovatively (Di Benedetto and Lindgreen, 2018). Fashion retail industry is widely
growing within recent time periods, where recommendations for stringent connective
diversity, on which Zara has high evolving, scope actively
 Zara by heading on sustainable new business goals such as using business strategies
to generate sustainable working products and services, will be able to strengthen up
higher specific working engagement aspects. The brand further should enhance usage
of CSR factors, plan new scale functional scale in sustainable planning competencies
diversely for strengthened rise actively based on larger scale vivid competencies. CSR
investments must be further enhanced actively to extend commercial scale working
goals actively , based on specific efficacy goals and also invest optimum for higher
scale expansion. This will further enable marketing to generate new scale outputs
variedly, based on technical strengthened working engagement aspects effectively and
to further leverage higher structured innovation.
 Zara has scope to further also invest on multi channel international expansion based
on active latest digital commercial expansion parameters, for higher functional
diversity goals and strengthened working imperative rise actively. This can be further
analyzed with new quest paradigms to leverage higher functional scope rise, based on
new international fashion industry standards actively for competitive diversity. The
fashion retail industry has been also primitively bringing on new quest rise profoundly
based on active connective rise functional goals, where Zara has further scope to keep
up new standards growth. This further also heads on profound focus for technical

innovative expansion competitively , bring on functional rise on expanded digital
networks among larger consumers market (Bagozzi, Rosa and Coronel, 2018).
 As the new digital working landscape demands companies to further invest on
monitoring tools of digital working scenarios, where usage of optimum search
engines and wider functional diversity is crucial. Zara has been competitively
growing in recent time, where usage of digital chains for marketing and competitive
scale operative chains further opens up new scope for efficacy. It can be understood
that furthermore, during recent Covid-19 time, there is further scope to invest on
connecting among latest consumers networks widely based on commercial excellence.
This further heads on larger specific focus for strengthening new edged functional rise
profoundly , where digital marketing channels further opens up scope for structured
working engagement domains profoundly. Best hygiene and sanitataion practices
should be further operated on stores, for strengthening new scale rise profoundly and
to gain commercial benchmarks as demanded among recent time periods. This
further also explains new investments, based on larger scale rise functionally within
varied technology paradigms to open up new channels as per people demand.
From the above analysed aspects, it can be understood that Zara has varied scope to
further extensively expand commercial business goals efficacy aspects, on which there is
high pace competency evolving within recent time periods. The brand has also further
scope to invest rapidly on consumers services variedly, based on technical innovation
productive targets and leveraging functional pace goals. Furthermore, determining key
long term targets further opens up new scope on rapid structured business goals and
strengthened larger functional rise actively (Chernev, 2018).
CONCLUSION
From the above analysed aspects, it can be concluded that Zara as one of the best
fashion retail brand has been rapidly growing for bringing on best competencies
innovation, larger scale expertise factors profoundly. Study has concluded that Zara STP
strategy focuses on attracting younger age people, structured functional positioning and
targeting goals by marketing. Report further concluded in detailed analysis of marketing
mix factors, strengthening corporate fundamental growth competencies innovatively
which enhances scope among new technical domains. Study also concluded analysis of
relationship marketing goals and practical engagement within usage of digital media

channels actively. It can be further understood that report has concluded
recommendations such as heading towards sustainable business operations, high
productive innovation functional rise creatively based on latest working innovation. Zara
being one of the top fashion retail company has further scope to evolve on stringent
efficacy target, leverage new rise among business goals actively and strengthen up wider
benchmarks .
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