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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Challenges Faced by Zara in the United States In the United States‚ fast fashion accounts for only 1% of the $181 billion U.S. apparel market‚ compared to 10% in the EU1. Although they are running 1000 retail stores efficiently‚ only 44 of them are located within the U.S.2. Zara has emerged as a global fast fashion leader as they are able to get up to the instant trends on their shelves within 2 weeks compared to their competition’s 6 weeks to 4 months‚ while still operating on a low-cost model
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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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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 excellent lead time. Nimble competitors are offering low prices as well as achieving many deliveries per year of new fashion items. M&S decided to pursue a new strategy of improving their product appeal
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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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Zara International was a retail shop originated in La Coruna‚ Spain in 1975. It was clothing and accessories shop and imitated the latest fashion trends and sold them at a lower cost. It became Zara International after entering Portugal in 1988 and then the United States and France in the 1990s. The distributor for this brand is Inditex and is considered the most successful retail chain in the world. Zara has a business strategy that is very different from the retailers nowadays. If a customer orders
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Price strategy -> low prices‚ high fashion. Physiological prices. Designer -> much attention. Discount -> student discount. ZARA Price ZARA offers fashion at reasonable prices by following the most up to date fashion trends. ZARA has clothes that are fresh of the runway but they sell it for an affordable price. ZARA uses also physiological prices just like H&M. ZARA is more expensive than H&M but the quality of the clothes are also better. They do not use discounts. But when the clothes are old
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world under many brand names. Zara is an apparel chain owned at operated by the Inditex. It specializes in fast fashion and offers women ’s‚ men ’s and children ’s fashions at affordable prices. This report analyzes the case Zara: Fast Fashion and the problems associated. The report covers the detailed study of Zara ’s:•Situational Analysis‚ which includes factors such as the environment‚ industry‚ SWOT analysis‚ and marketing strategies. •Marketing problems faced by Zara and narrowed it to two primary
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Analysis of Issues The company Zara uses resources that are to fully utilize the labor regardless of the process-making which contains harmful substances in the production of goods. The stakeholder however has the power to stop the unethical incidents including making an event for the prevention of harm towards the customers. The company concerns about cost saving and efficiency to be made in Taiwan however could cause harm that endanger the wearer and unethical issues. Customers are warned to
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What is Zara value proposition to customers? How is Zara’s Supply Chain helping this value proposition? Zara is able to sell fashionable clothing to consumers. It can quickly respond to consumer trends and bring garments to market that follow trends in the local market. This concept of “fast fashion” allows trends to move from catwalk/conception to retail location quickly‚ in some instances in just a few weeks. It also affords these fashionable items at reasonable prices. Consumers therefore look
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