Hong Kong Institute of Vocational Education (Lee Wai Lee) Higher Diploma in Sales and Marketing – YEAR 3 Marketing Planning ZARA Course code/Class: 21905F/3D Group members: Chan Oi Yee (3) Chan Wing Sum (4) Cheng Jacqualine Wing Chun (5) Chiu Ka Man (9) Fong Ka Man (13) Leung Hoi Yi (22) Lecturer: Ms Cherry Tsui CONTENT INTRODUCTION EXCECUTIVE SUMMARY SITUATION ANALYSIS (PEST) SITUATION ANALYSIS (SWOT) SITUATION ANALYSIS (5 FORCES) OBJECTIVES (SHORT TERM) OBJECTIVES (LONG TERM) OBJECTIVES
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Case 2: Zara 1. What are the essential elements of Zara’s business model? The business idea of Zara is to link customer demand to manufacturing‚ and to link manufacturing to distribution. And based on this general idea‚ Zara has several essential elements for its business model. First‚ speed and decision making‚ which means that in the external level‚ Zara need to respond very quickly to demands of target customers‚ and always keep in style. While for the inside‚ Zara treasure intelligence
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Advantages Compared to Average Retailers Zara follows fashion closely. Zara is better able to react to actual consumer demands (fashion)‚ instead of forecasting it Due to its high response capability with regard to production‚ combined with trials of entirely new (risky) items in key stores‚ its IT enabled system to track sales‚ and store managers feedback on customer preferences/demands. Design and production is done throughout the sales period‚ as such the customer is provided with very updated products
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Zara’s Case Study Company Profile Zara is one of the largest international fashion companies with 1671 stores around the globe. It is a part of Inditex holding. Inditex is one of the world’s largest fashion retailers‚ welcoming shoppers at its eight store formats -Zara‚ Pull & Bear‚ Massimo Dutti‚ Bershka‚ Stradivarius‚ Oysho‚ Zara Home and Uterqüe - boasting 5.693 stores in 85 markets [www.inditex.com]‚ [www.zara.com]. In 1975 the first Zara shop was founded in Spain. In 1976-1984 In-Spain
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Zara Case Analysis Operations Management MBM1110 Table of Contents Executive Summary ................................................................................................................................. 3 Introduction ............................................................................................................................................ 3 Outstanding Operational strategies .......................................................................................
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food and financial services. Over 30 million customers are served per month in more than 300 UK stores‚ besides the many international locations. The company was established in 1884 and now it has over $17 billion in annual sales with the highest profit margin in the retailing industry. M & S is encountering some difficulties in logistics because it has lengthy logistics procedures forcing the retailer to order 9 months in advance. Competitors like Zara have very fast and efficient logistics with
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Fast Zara‚ Fast Fashion Introduction Everyone‚ no matter youngsters or middle-aged mothers‚ love to buy clothes and keep updated on latest fashion trend. In the past‚ people could only consume western styles clothing if they are rich enough to go shopping by travelling in European countries or able to afford expensive air mail to send the consumed western clothes back from overseas. However‚ it took a period of time and the fashionable clothing may become “old” at the time received. As the information
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Penetration pricing 5 2.4.2 Skimming pricing 6 2.4.3 Competition pricing 6 2.4.4 Product Line Pricing 6 2.4.5 Bundle Pricing 6 2.4.6 Psychological pricing 6 2.5 Customer behaviour 6 2.6 Customer Loyalty 7 2.7 Pricing strategy and customer loyalty 8 3 - Research Design and Methodology 8 3.1 Research Strategy 8 3.2 Research Methods 9 3.2.1 Qualitative Method 9 3.2.2 Quantitative Methods 10 3.3 Type of Data
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Explain the data collected by Zara to predict the trend. What makes the middle aged mother to buy cloths in Zara while the daughter aged in mid 20s buys Zara clothing? Because it is fashion able and up to trend. By collecting data and focusing on shorter response times‚ the company ensures that its stores are able to carry clothes that the consumers want at that time. Zara can move from identifying a trend to having clothes in its stores within 30 days. That means Zara can quickly and catch a winning
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The main objective of their marketing activities is to react swiftly: Zara is able to design‚ produce and deliver the product to the customer in just one month. The main reason for this is that Zara does not forecast the designed clothing. Fabrics and garments are the only materials to be purchased on the basis of forecasts. Their main strength is to capture real-time information on the shop floor and develop designs on the basis of this information: so-called ‘commercial managers’ conceptualize
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