ZARA 경영 마케팅 SWOT,STP,4P전략 분석(영문레포트)

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ZARA 경영 마케팅 SWOT,STP,4P전략 분석(영문레포트)에 대한 보고서 자료입니다.

목차

1. Introduction of ZARA
(1) Concept of SPA and Fast fashion
(2) INDITEX and ZARA
(3) Market and Competitors
H&M
Forever 21
Uniqlo
(4) 4P Analysis of Zara
Product
Price
Place
Promotion
(5) STP analysis of Zara
Segmentation
Targeting
Positioning

2. Internationalization of Zara
(1) Internationalization
(2) Market Selection
(3) Market entry strategies

3. The business strategy of Zara
(1) Vertical Integration
(2) Products in small batches with wide range
(3) Use of IT technology to predict consumer’s taste and demand
(4) Marketing Strategy and Brand Image of Zara

4. SWOT Analysis of Zara
SWOT Analysis
Strength
Weakness
Opportunity
Threat

5. Conclusion

본문내용

2. Internationalization of Zara
(1) Internationalization
Zara was not global fashion chain at first. It started as a domestic fashion brand. Then why did Zara decided to expand internationally? According to the former CEO of Inditex, Jose Maria Castellano, the main reason why Zara decided to expand globally is the limited market growth opportunities at home, Spain. Another reason is that a change in Spanish consumer behavior over that period. Spanish consumer preferred to spend money on travel and education rather than clothing. These two push factors encourage Zara to search for international opportunities.
In addition, there were some attractive conditions for the internationalization of Zara: globalization of the economy, Spain’s entry into the European Union in 1986, and the homogenization of consumption patterns across countries. The abolition of barriers to export and the development of information technology were other attractive factors that encouraged foreign expansion of Zara.
(2) Market Selection
As we see from Zara’s case, the world we live in has gone through a lot of changes. Now we live in a world in which barriers to cross-border trade and investment are declining, perceived distance is shrinking and national economies are merging into an interdependent, integrated global economic system. To keep abreast of these changes, many firms have made progress on foreign expansion. Some firms benefited from foreign expansion and some firms tasted failure. It tells us that globalization of markets does not mean everyone can make profit out of foreign expansion. Thus, when contemplating foreign expansion, Firms should have cautious attitudes. Before foreign expansion, firm must make a basic decision: which markets to enter.
The internationalization of Zara can be divided into three stages. First stage is when Zara focused on domestic expansion. Second stage can be called cautious expansion and in last phase, Zara used very aggressive expansion strategy.
From 1975 to 1988, Zara focused on its domestic expansion. This period is comprised in first phase. In 1975, the first Zara store opened in La Coruna, Galicia, Spain. Zara’s fashion concept was loved by Spanish consumer, allowing Zara to expand its network of stores to the other main Spanish cities. And in 1988 Zara faced the maturity of the Spanish market and began to search for international opportunities in same year. The internationalization of Zara first began countries with low risk such as geographically or culturally close nation such as Portugal. Portugal was very attractive to Zara because it is familiar market since Portugal has comparable geography and culture with those of Spain. After opening a store in Oporto, Portugal, Zara learned a lot from new experience, and Zara’s outcome surpassed its expectations. Zara took courage from this experience and it began foreign expansion in earnest.
From 1989 to 1996 cautious expansion which is second stage was progressed satisfactorily. As already mentioned, Zara began its expansion with markets geographically or psychologically proximate and with a minimum level of socio-economic development. Zara added one or two countries every year to market portfolio. For instance, Zara opened its store in Paris, France. France is not only a geographically adjacent nation, but also a fashion capital which could be used as a starting point for the later expansion to Northern Europe such as Belgium and Sweden. Zara added Mexico in 1992.

키워드

ZARA,   경영 마케팅 SWOT,   STP,   4P전략 분석