Zara marketing plan
Marketing
European School of Economics, New York Campus
Student: Adina Dairbekova
Professor: La Perla
20th December 2013
TABLE OF CONTENTS
INTRODUCTION
This academic paper analyzes the marketing aspects and theories that are being applied to the company Zara, and analyzes and evaluates the marketing performance of the company.
The report will cover the following topics:
1. The production of a concise external marketing audit by using PESTEL and SWOT analysis and Porter’s five forces, and the identification of key issues facing the organization arising out of the audit
2. The explanation of the organization’s current segmentation, targeting and positioning (STP) strategies
3. The recommendation of an effective extended marketing mix (7Ps) in relation to the importance of customer relationships for the organization
According to , Zara is one of the most poplar and famous clothing retailing line worldwide, headquartered in Galicia, Spain in the city of Arteixo. The founders of the company are Amacio Ortega and Rosalia Mera, who first started the business I 1975, many years later the company grew into Inditex- one of the biggest fashion retailers internationally. Other Inditex group brands are Bershka, Massimo Dutti, Pull and Bear, Stradivarius and other, but Zara for Inditex is definitely the flagship brand of the group.
Zara’s humongous growth started in the past decade, when it had around 450 stored in 29 countries offering 10’000 woman, man, children apparel and a home décor line. Even back then the company generated revenues close to 1.6 billion Us dollars. Today, Zara is running 1,631 stores in all major and minor cities in the world, as well as around 190 Zara Kinds stores in more than 70 cities. The average revenue of Zara is estimated to be over 7 billion Us dollars.
The company employs around 45000 people and its one of the most recognized brands.
Also, a self-imposed
European School of Economics, New York Campus
Student: Adina Dairbekova
Professor: La Perla
20th December 2013
TABLE OF CONTENTS
INTRODUCTION
This academic paper analyzes the marketing aspects and theories that are being applied to the company Zara, and analyzes and evaluates the marketing performance of the company.
The report will cover the following topics:
1. The production of a concise external marketing audit by using PESTEL and SWOT analysis and Porter’s five forces, and the identification of key issues facing the organization arising out of the audit
2. The explanation of the organization’s current segmentation, targeting and positioning (STP) strategies
3. The recommendation of an effective extended marketing mix (7Ps) in relation to the importance of customer relationships for the organization
According to , Zara is one of the most poplar and famous clothing retailing line worldwide, headquartered in Galicia, Spain in the city of Arteixo. The founders of the company are Amacio Ortega and Rosalia Mera, who first started the business I 1975, many years later the company grew into Inditex- one of the biggest fashion retailers internationally. Other Inditex group brands are Bershka, Massimo Dutti, Pull and Bear, Stradivarius and other, but Zara for Inditex is definitely the flagship brand of the group.
Zara’s humongous growth started in the past decade, when it had around 450 stored in 29 countries offering 10’000 woman, man, children apparel and a home décor line. Even back then the company generated revenues close to 1.6 billion Us dollars. Today, Zara is running 1,631 stores in all major and minor cities in the world, as well as around 190 Zara Kinds stores in more than 70 cities. The average revenue of Zara is estimated to be over 7 billion Us dollars.
The company employs around 45000 people and its one of the most recognized brands.
Also, a self-imposed
Bibliography: Investopedia. (2013, Unknown Uknown). Porters 5 forces. Retrieved 12 10, 2013, from Investopedia: http://www.investopedia.com/terms/p/porter.asp Kerin, R. (2007). Strategic Marketing Problems. New Jersey: Pearsosn. Reuters, K. (2013, 12 01). Zara Fashion makeover. Economic Times , 1. TheGuardian. (2010). Zara. the guardian , 01. WorldBank. (2013). Population Growth Rate in USA. Worldbank , 1.