Zara

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  • Publicado : 23 de novembro de 2012
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Name: Vivian Leite Piccolo
Postgraduate Diploma in Management







1


Table of Contents



Introduction................................................................................................................................3
Brief History of Zara..................................................................................................................3Economic Sector of Operations..................................................................................................3
Products......................................................................................................................................4
Analysis of FinancialActivities.................................................................................................6
Nature of Clothes industry including a Profile of Competitors..................................................7
Analysis of Choice of Foreign Markets – Domestic & International.........................................8
Various Environments in which Zara Operates..........................................................................9
Macro EnvironmentIssues.........................................................................................................9
Micro Environment Issues........................................................................................................11
Competitive Intensity...............................................................................................................12
MarketingInfrastructure...........................................................................................................13
Customers Characteristics........................................................................................................13
Competitive Strategies.............................................................................................................14Diversification..........................................................................................................................14
Standardisation vs. Adaptation.................................................................................................15
Organisational Structure...........................................................................................................16
Motivations for MarketEntry...................................................................................................18
Modes of Marketing Entry.......................................................................................................18
Performance.............................................................................................................................20
Short-, medium-, long-termStrategies Employed...................................................................21
Marketing Mix Strategies.........................................................................................................22
Pricing......................................................................................................................................22Distribution..............................................................................................................................22
Product management................................................................................................................23
Marketing Communications.....................................................................................................23Conclusions..............................................................................................................................24
Recommendations....................................................................................................................25
Plan-of-Action..........................................................................................................................25...
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