Marketing Strategy Essay

2212 Words Dec 17th, 2010 9 Pages
Contents Page

Introduction 2

Background 2

Discussion 3

Products and Services 3

SWOT Analysis 3

Competitive Analysis 4

Competitive Advantages 5

Sustainability 5

Recommendations 5

New Product/Service 5

Marketing Strategy 6

Conclusion 7

References 8

Introduction
This report is mainly focusing on studies of marketing strategy. By analyzing and discussing the case of Zara, we will be able to have a more in depth analysis of companies and their marketing strategies.

In the background section, basic knowledge of marketing strategy will be introduced.

In the discussion section, an analysis of
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The first Zara store was opened in 1975 and now there are over 1500 Zara stores around the world. Zara is now recognized as one of the top 100 most valuable retailers all over the world mostly thanks to its “fast-fashion” strategy. (Rachel Tiplady, 2006) Zara is famous since it only needs 4 to 5 weeks to design, produce and distribute a new style of clothing while other famous brands usually need 6 to 9 months to develop a new style. Currently Zara has over 200 fashion designers working for it, and it is able to develop over 1,000 new styles every month. Zara is using a “fast-fashion” strategy; it focuses on finding the popular styles of clothing in every different country or area in the world and design large quantity of styles to follow the fashion. Zara believes that more styles mean more choices and more chance to hit the market demand.

Products and Services
Zara’s major products are men’s clothing, women’s clothing and children’s clothing, including lower garment, upper garment, shoes, cosmetics and complements and some other products. Basically, it sells most of the thing you need to wear.

The customer is able to purchase from Zara from every Zara flagship store or they can simply surf the internet at home and enjoy the online shopping service. (www.zara.com)

SWOT Analysis
Before developing a suitable marketing strategy for Zara, a SWOT analysis is needed to figure out the

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