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Zara

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Zara
El Caso Zara
Dirección de Marketing – Universidad de Valladolid

Isabel Gamazo Sara Granero Raúl Canal Álvaro Zubizarreta

Objetivos
Describir el entorno en el que se desarrolla la actividad de Zara. Examinar el comportamiento y las motivaciones de los consumidores en el mercado de la moda actual. Estudiar las características del mercado de la moda y comprender como lo aborda la empresa: Segmentación Posicionamiento Diferenciación Comprender el entorno competitivo de la empresa. Analizar la estrategia de Marketing de Zara: Producto Precio Distribución Comunicación

Metodología
Obtención de información interna de la empresa
Memorias anuales. Comunicados de prensa. Información de la web corporativa.

Obtención de información de otras fuentes externas
Publicaciones en diferentes Journals (JFMM, JCM, JRDM). Estudios realizados por consultoras (Interbrand, Append). Información de organismos públicos (INE, Universidades). Artículos periodísticos. Opiniones de expertos y consumidores. Visita a tiendas y experiencia propia.

Esquema general
1. 2. 3. 4.

Visión general de Zara Análisis del macroentorno Análisis del microentorno Análisis de la empresa
1. 2.

Marketing Estratégico Marketing Operativo

1. Visión general
Formato principal del Grupo Inditex
Nacida en 1975 en La Coruña, creada por A. Ortega

Actividad: moda y complementos. Sector: producción y distribución textil. Tamaño: más de 1000 tiendas en 68 países. Instalaciones principales Arteixo (A Coruña)
Arteixo y Zaragoza Otros centros satélite
Servicios centrales de Zara. Centro logístico de Zara Centros de fabricación de Zara. Zaragoza Centro Logístico de Zara (desde 2003)

Macroentorno (I)
Entorno económico
Internacionalización: gran diversidad. Consolidación en Europa, crecimiento en Asia y América.

Entorno tecnológico
Grandes avances en gestión de información Modernización de instalaciones logísticas

Entorno político-legal
Diversidad política: legislación, impuestos,

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