자라 기업분석,자라경영전략사례,자라 패션마케팅,브랜드마케팅,서비스마케팅,글로벌경영,사례분석,swot,stp,4p

1. 자라 기업분석,자라경영전략사례,자라.pptx
2. 자라 기업분석,자라경영전략사례,자라 .pdf
자라 기업분석,자라경영전략사례,자라 패션마케팅,브랜드마케팅,서비스마케팅,글로벌경영,사례분석,swot,stp,4p
ZARA
1
Outline
Introduction of Zara
International Market
STP Strategy
4P Analysis
Customer Relationship Management
Competitors MANGO, UNIQLO
Weakness and Threat
Problem Suggestion
2
Introduction of Zara
3
A Spanish clothing and accessories retailer
founded in 1975
Advanced to Korean market in 2008
Fast Fashion production to low cost
Just two weeks to develop
a new product and get it to stores
Zero advertising to invest
in opening new stores instead
→ 80%: opening new stores
→ 10%: facilities
→ 10%: maintenance cost

International Market
4
1839 Zara stores in 86 countries(2013.10.31)
Ex) Egypt, India, Germany, USA, Peru, etc
First overseas market Portugal in 1988
Second overseas market USA in 1989
Direct export merchandise to each countries to save the time

STP Strategy
Women Seeking fast fashion with design that is reflected
by popularity and trend
Segmentation

Especially women in their 20s and 30s
Targeting
5
....