com/1361-2026.htm CASE STUDY Internationalisation of the Spanish fashion brand Zara Carmen Lopez and Ying Fan Brunel Business School‚ Uxbridge‚ UK Abstract Purpose – Research on the internationalisation of retailing has been mainly focused on market entry issues. This paper attempts to examine the internationalisation process from an international marketing perspective using Spanish fashion retailer Zara as a case study. Design/methodology/approach – An in-depth case approach was adopted
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agrees to operate according to the terms of a contract. Franchise business provide advantage to the franchisee as it offers reduced uncertainty‚ well-known trademark product or service‚ faster opportunity to earn profit ‚ leadership and support. However‚ with new franchise concepts popping up constantly‚ not all are destined to succeed‚ and even franchisors are not always able to overcome the hurdles and challenge that come with building a franchise. The new franchisee will faced a challenge regarding
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public attention of the early years of the XXIst century had it origin in failures within Big Multinational Corporations such as Enron or Parmalat‚ that evidenced that the functioning of certain elements of late XXst century Corporate Governance models based on maximisation of shareholder’s interests‚ were not able to ensure sustainable development of Corporation activities1. Corporate governance through the protection of a wider set of interests can be regarded as an alternative way of efficiently
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CASE STUDY ANALYSIS ZARA: IT FOR FAST FASHION Introduction The success of Zara in apparel manufacturing and retail business started from their belief that customers taste in fashion is hard to predict. Zara’s strategic intent to respond quickly and accurately to the fastchanging market demand has become the basis in building their core competency of highly responsive supply chain. This supply chain enables Zara to quickly capture the unpredictable market demand‚ shorten the turnaround production
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Zara – vertical integration 1) How is Zara organized with respect to its vertical integration and outsourcing decisions? What governance structure does it appear to follow? -It is divided by 60% in-house and 40% outsourced. The in-house represents the more complicated ‚complex‚ trendy designs‚ while the outsourced remains with the labour intense activities (sewing) and basic designs such as men’s dress shirts and accessories. - It follows a decentralized decision making process based
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THEORY What determines if particular activity have to make with a firm and which throught the market? Ronald Case’s answer was relative cost. This relative cost is composed by transaction costs ( costs of negotiating or monitoring ) and administrative costs ( costs of production and resource allocation ). If the transaction costs are greater than the administrative costs‚ obviously the productive activity will be internalized into the firm. During the nineteenth companies grew in size and scope
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Malaysia which includes Sabah and Sarawak as well‚" Loo told reporters after the launch of the BCARD and Chatime collaboration at a Chatime outlet in Bandar Puteri Puchong yesterday. He said his company‚ Loob Holding Sdn Bhd‚ brought in the bubble tea franchise from Taiwan two years ago‚ with him operating the first outlet as the cashier in Pavilion mall. | "In the beginning‚ it was tough to convince people to try our product. I had to use every trick in the book to tell them that our bubble tea is not
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INTERNATIONALISATION OF SPANISH FASHION BRAND ZARA Carmen Lopez Ying Fan Brunel Business School Brunel University Uxbridge UB8 3PH England +44-1895-267239 Key Words Internationalisation‚ fashion retailing‚ market entry‚ branding‚ international marketing‚ Zara 1 INTERNATIONALISATION OF SPANISH FASHION BRAND ZARA ABSTRACT Purpose Research on the internationalisation of retailing has been mainly focused on market entry issues. This paper attempts to examine the internationalisation process
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Australia)‚ Zara has settled in many countries. Therefore‚ the firm must respect the culture of each kind of customers‚ wherever they are from. Zara must create clothes that fit to every kind of culture around the world. Moreover‚ Zara only employ people that live next to the store. By encouraging local employment‚ Zara helps the country to fight Unemployment. -The Legal environment: The great numbers of shops also explain the variety of their legal status. Among them‚ they are Franchise (Not that
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QUESTION 1 As completely as possible‚ sketch the supply chain for Zara from raw materials to consumer purchase. ANSWER ZARA’S SUPPLY CHAIN Description Zara makes about 40% of their raw material (fabric). The remaining 60% is outsourced from within Spain‚ mostly from the La Curuna. Designing of clothes at Zara is done by creative teams of over 300 professionals at the headquarters in La Curuna‚ Spain. They act on the information fed to them from the stores managers. The first stage in
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