International_Marketing-Zara_Case_Study (1).docx - International Marketing(MKT3130\/32 Seminar Tutor Kinnari Pancholi Student Name Iglika Karakusheva

International_Marketing-Zara_Case_Study (1).docx -...

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InternationalMarketing(MKT3130/32)Seminar Tutor: Kinnari PancholiStudent Name: Iglika KarakushevaStudent Number: M00537208Word count: 3256Executive Summary1
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The following report analyses important issues in international marketing strategy in thecontext of Zara, a Spanish fashion retail chain of Inditex Group. The report studies Zara’sinternational markets as well as assesses the risk elements involved, including the political,economic, and socio-cultural factors. The learning outcomes also include evaluation andassessment of Zara’s international marketing strategy and its international marketingdecisions and activities. The report will also delve on Zara’s entry strategy for foreignmarkets. The report will commence with a brief introduction about the term international marketingand information about Zara’s internationalization. This will be followed by detailed answersto questions in the case study.This will include a discussion on the theory that best represents the company’s internationalexpansion strategy. It will be followed by an evaluation of the competitive strategy of Zara’sclosest rivals and an assessment of their future with regard to global retailing in the fashionworld. Next will be a discussion on the benefits and drawbacks of Zara’s (Inditex’s) multi-brand store strategy. The subsequent section will review whether Zara has successfully foughtoff the “risk of cannibalization” as a result of its multi brand strategy. The last section of thereport will weigh the pros and cons of Zara’s joint venture with Tata in India.The report will conclude by drawing from the significant points discussed in each section.Thus, the report will be a comprehensive representation of the Spanish retailer Zara’sinternational marketing strategy. 2
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Table of ContentsExecutive Summary...................................................................................................................2Introduction................................................................................................................................41. Zara’s Internationalization Strategy.......................................................................................42. Evaluation of Competitive Strategies of World’s leading Retailers 560................................63. Pros and Cons of Zara’s (Inditex’s) multi-brand store strategy.............................................84. Zara’s approach to minimize risk of “Cannibalization”.......................................................105. Advantages and Disadvantages of Zara’s joint venture with Tata in India..........................12Conclusion................................................................................................................................14References……………………………………………………………………………………153
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Introduction Globalization of the marketplace is a reality of 21stcentury and consequently internationalmarketing field has developed enormously. As competition for international marketsintensifies, no company can escape increasing competition from foreign firms. Internationalmarketing includes all the business activities that direct the flow of an organization’sgoods/services to consumers/users in more than one country[Gha14]. Spanish retailer Zarahas had considerable international success-reflected by its 2000 stores located in leadingcities across 88 countries[Ind16]. Hence, Zara’s international marketing strategy makes for an
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