Marketing Plan Analysis: ZARA's STP, Marketing Mix, and Strategies

This report presents a detailed marketing plan for ZARA, focusing on the introduction of formal shoes. It begins with an overview of marketing's importance, followed by a comprehensive marketing plan outlining specific, measurable, achievable, relevant, and time-bound (SMART) objectives. The report then explores ZARA's STP (Segmentation, Targeting, Positioning) strategy, identifying the target audience and competitive positioning. A critical component is the marketing mix, covering product features, pricing strategies (price skimming), distribution (place), and promotional activities. The implementation plan details promotional activities and budget allocation across TV advertisements, social media, and sales promotions, concluding with references to relevant marketing literature and a thank you note.