Term Paper ( z a r a )
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Company BackgroundZ
ARA
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Competitors of ZARA ZARA
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BUSINESS MISSION
“ZARA walks at the pace of society, dressing ideas, trends and tastes that society itself has matured.”
◊ The business is in clothing industry.◊ Its market is all society members.◊ Zara’s value and goals are related to satisfaction the customers matured tastes.
ZARA
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STRENGTHSStrong product
diversityStrong revenue
growthStrong distribution
networkZero advertising
SWOT ANALYSIS
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SWOT ANALYSIS WEAKNESSES
Overdependence on the European marketReliance on local designers
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SWOT ANALYSISOPPORTUNITIES
Expansion plansGrowing apparel
retail market in Asia Growing online sales
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THREATS
SWOT ANALYSIS
Counterfeit goods Rising Labor cost in
European region
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DIFFERENT ENTRY MODES
ExportingFranchising
Joint VenturesWholly Owned
Subsidiaries
ZARA
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ZARA
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ENTRY RESTRICTIONThe major comparable players that ZARA
face at international level are: Benetton H&M Gap
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POLITICAL, SOCIAL VALUE Spain:
Industry without smokestacksTourism
China:Communist RevolutionIndigenous cultural influence
France:Revolutionary legacyCatholism
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ECONOMIC CONDITIONSCountry GDP(milli
ons)Trade Balance
Unemployment Rate(%)
Inflation rate(%)
Spain $ 1478206 $8.84nHundred Million
26.1 2.40
China $ 7203784 $ 1183983 Thousand
4.1 2.10
France $ 22775518
$ 6011 Million
10.7 1
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HUMAN RESOURCE: MOTIVATIONAL REWARDS
Extrinsic/Intrinsic/Hygiene Motivation• Equality, multiculturalism, and conciliation•Commitment to equality and non-discrimination•Confronting gender discrimination and sexual harassment•Work and family life• Global Agreement with the UNI Global Union•Health and safety
THEORY X and THEORY Y Zara- Theory X•Retail PerspectiveINDITEX- Theory Y•Innovative and encourages individuals to reach highest potential
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HUMAN RESOURCE: MOTIVATIONAL REWARDS
Hawthorne’s Theory Organization exists to serve human needs. Organization and people need each other. When the fight between the organization and
individual is poor, one or both will suffer. A good fit between individual and organization
benefits both.
Theory A/J/ZOrganization Type Z (Modified American) Long-term employment Collective decision making Individual responsibility Slow evaluation and promotion Implicit informal control with explicit ,
formalized control Moderately specified career paths Holistic concerns, including family
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CORPORATE SOCIAL RESPONSIBILITES
Zara’s CSR programsInitiative programso Zara reduces the production of waste and encourages recycling.o Use of paper or biodegradable plastic bags.o Use of ecological fabrics, like organic cotton E.g. “Made in
Green” stamps.o Animal welfare policy.o CSR with Suppliers E.g. acceptable working conditions,
prohibition of all forms of forced labour.o CSR to the society and environment E.g. maximize the efficient
use of energy in manufacturing.
Corporate PhilanthropyZara does not involve themselves in any kind of corporate philanthropy as it is continuous innovation based on customer desires and almost all the acts are initiative based.
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Zara’s 8P’s
product
place
price
promotionpeople
physical evidence
process
positioning
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Product• Shoes, cosmetics• 11000 items in product
mix • Rapid changes in design• Organic raw materials
Place• 1751 stores in total• Location: city hubs• Online stores recently
launched
Price• Pricing at cost + a
profit margin• Advantage as both
manufacturer and retailer
Promotion • Shop windows serve as
attraction points• Opening new stores,
rapid expansion strategy
• website video
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People
• Own workers, sales force, designers
• Efficient at work• Dedicated to fulfilling customers’
demands• Fulfills Zara’s mission statement
Physical evidence
• High quality product• Made from organic, eco friendly
materials• Very fashionable, latest in the
market• Stores are really spacious and
products are located beautifully.
Process
• Extremely fast production of goods. From design to store in weeks
• Attractive presentation of products in shop windows
Positioning
• Top fashion house• High quality product at affordable
price• Environmentally conscious;
sustainable resource management
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Integrated marketing communication Almost no advertisements on
billboards and televisions
Strategy is based more on product, place and pricing than than on promotion
It reaches out to its customers by rapidly opening new stores in new city hubs
Reaching out to customers through stores and producing new designs at a very high rate
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Action rather than using promotional tools
Communicated by the stores, particularly the attractive shop windows
Online stores
Videos for the different product lines on its website
Minimal print ads for certain outfits
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CONTINGENCY STRATEGIES
Zara earned a positive brand image by fulfilling customers needs.
Direct Marketing : Zara’s own website, stores at almost in every big cities of the world; where customers can buy their products.
Internet Marketing : Advertisements, Apps, Blogs
Promotional : Zara keep updating the collections and spread it on the websites and social networks.
offers sales and discount to reach more customers.
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A STORE OF ZARA IN ROME, ITALY.
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THANK YOU
ZARA