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Internet Marketing paper - Tables of Contents A Executive...

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Tables of Contents A. Executive Summary 1. Market Summary Market Demographics Market Needs Market Trends Market Growth 2. Swot Analysis Strengths Weaknesses Opportunities Threats 3.Competition 4.Zara’s Keys to Success 5.Critical Issues Social issues Political issues Legal issues Economical issues 6. Zara’s Marketing Channels Design and Order Administration Production Distribution 7. Elements of Zara’s Marketing Channel People Information Technology B. Marketing Strategies 1.Zara’s Mission 2.Zara’s Marketing Objectives 3.Financial Objectives 4.Target Marketing 5.Positioning 6.Market Mix Pricing Product Promotion 7.Financal 8.Implementation 9.Conclusion D.Appendices Index of Figures and Tables
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LaShawna Cannon Internet Marketing April 26 th , 2016 Term Paper Zara is one of the largest international fashion companies. It belongs to Inditex one of the world’s largest distribution groups. It has overtaken Gap as the largest apparel retailer in the world. The main competitive advantage of Zara is its quick response to the customer fashion trends and producing clothes often with short life spans and Zara’s mission mainly focuses on domestic manufacturing. In order to sustain its competitive advantage, Zara adopts Just- in- time (JIT) manufacture system to implement high quality in- house manufacturing and conducts JIT inventory approach to maintain inventory level. Meanwhile, Zara conduct EOQ model to control setup cost. Moreover, Zara should make sure its worldwide retail store network running well by conducting JIT inventory approach, so Zara conducts an inventory distribution process involves a forecasting demand model and an optimization model to determine weekly shipment quantities from warehouse to every retail store and solve some problems about inventory coordination among retail network. Due to success implementation of its current inventory management strategy, Zara gain with its competitor's the capabilities that quick response to customer trends and high speed to market, which is the fundamental factors to Zara’s success in the fast fashion industry.
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Zara focuses on its market mission to implement Just- in- time manufacturing system to control delivery cost and improve system efficiency. This inventory management system works very well for current industry environment. However, fashion retailer industry is highly competitive, there are many strong competitors provide more aspects to consider other strategies. This part takes H&M, Uniqlo and gap as examples. H&M focuses on keeping appropriate inventory base, Uniqlo pays attention to long- term apparels and Gap does very good job in controlling outsourcing. This part tries to figure out why Zara did not adopt these strategies.
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