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
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(1997)‚ Market share is the ratio of the firm’s sales revenues or unit sales to those of the industry (competitors plus the firm itself). Companies often pursue a market share objectives when industry sales are flat or declining and they want to get a larger share. Anheuser Busch has adopted these objectives in the brewing industry. According to August A. Busch III‚ the company’s chief executive officer “we want 50 percent of the (beer) market in the mid-1990s” Although increased market share is a
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PAMPERS DEVELOPS A RASH A RASH OF MARKET SHARE In 2001‚ the disposable diaper industry reached sales of $3.9 billion. Traditionally‚ the industry’s top selling brand was Procter & Gamble’s (www.pg.com) Pampers (www.pampers.com)line of diapers. Proctor & Gamble dominated the market through the 1970s and into the 1980s with Pampers as its flagship offering. In the late 1970s‚ Luvs was added as a secondary offering to compete with Kimberly-Clark’s (www.kimberly-clark.com) Huggies (www.huggies.com)
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TOMS Gruppen A/S most important competitors Oligopol 4 largest “players”: Mondelés: Cadbury + kraft -> 36‚1% Market leader Mars Incoporated -> 26%-> Market challenger Nestlé -> 18% -> Market follower Ferrero -> 3‚2 % -> market nichers Mondelés International (revenues: $54‚365‚000‚000) ( -> Kraft bought Cadbury -> Mondelés bought Kraft Chokolade categories: Milka‚ Cadbury‚ Côte d’Or‚ Toblerone Salg i 33 lande: Albanien‚ Østrig‚ Belgien‚ Bulgarien‚ Bosnien‚ Kroatia
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Share 1 August 2013 supermarket Coles and Woolworths‚ account for around 75 per cent of Australia’s sales of packaged groceries. by Graeme Samuel and Stephen King Is the Australian retail grocery sector concentrated? Yes! Coles and Woolworths‚ account for around 75 per cent of Australia’s sales of packaged groceries with Metcash-supplied stores accounting for another 20 per cent. These market shares fall if we include fresh grocery items‚ such as meat‚ fruit and bread. However‚ they are still
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CASO: ZARA IT FOR FAST FASHION L OS P ROBLEMAS • Existe una indecisión por parte de los encargados en el área de sistemas en la empresa ya que hay diferentes puntos de vista sobre si se mantiene el sistema actual de ventas o se implementa uno nuevo. A continuación se mencionan algunos de estos puntos de vista. En caso de dejar el sistema actual: o Se utilizara tecnología obsoleta en las tiendas‚ la cual puede llegar a perder el soporte técnico ya que el único proveedor de esta tecnología puede
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‘Growing Up’ The Instant noodles market in India is finally coming of age after over 25 years The instant noodles category in India was‚ in a sense‚ created by Nestlé with the introduction of their Maggi brand in mid-1980s. The concept of ‘2-minute noodles’‚ positioned as a quick snack option for children‚ found acceptance with both the children and their mothers as well. Having built and nurtured the category’s evolution‚ the brand name “Maggi” almost became a synonym for the instant noodles
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Western China‚ extending to inner Mongolia. 4- the Pearl River Delta region; and Chengdu – for Western China‚ extending to inner Mongolia. 3- transport management As retailers and manufacturer seek out opportunities in china’s growing consumer market and the world’s largest factory‚ the movement of goods has become a critical concern. PIL has solutions to the transportation challenges in China. We have successfully managed our global customer’s transportation networks
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QUESTIONNAIRE Name: - Age: - Contact no: - Occupation: - 1) What kind of investments you have made so far? ← Saving account ← Fixed deposit ← Mutual fund ← Gold ← Stock/equity market ← Real estate ← PPF ← Insurance 2) How much is your total investment annually? ← Less than 15000 ← 15000 – 40000 ← 40000 – 60000 ← More than 60000 3) What is the purpose
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Summary: Zara is an apparel chain owned at operated by the Inditex of Spain. It was founded by Mr. Amancio Ortega Gaona; currently Spain’s richest man. Zara specializes in fast fashion. At the end of fiscal year 2001 Zara was operating 1‚284 stores world wide and had total revenue of 3‚250 million. Inditex’s headquarters and its major assets are located in the Galacia region of Spain. Inditex also operates five other chains: Massimo Dutti‚ Pull and Bear‚ Bershka‚ Stradivarius and Oysho. Zara owns
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