자라 기업분석,자라경영전략사례,자라 패션마케팅,브랜드마케팅,서비스마케팅,글로벌경영,사례분석,swot,stp,4p 레폿
자라 기업분석,자라경영전략사례,자라 패션마케팅,브랜드마케팅,서비스마케팅,글로벌경영,사례분석,swot,stp,4p
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
Trendy high but low price fashion
Positioning
6
The trendy style of general luxury products
Product
Coat
Pants
Sweatshirt
T-shirts
4P - Product
7
Coat - 319,000KRW
Pants 99,000KRW
Sweatshirt 129,000KRW
T-shirts 49,000KRW
Providing higher price than competitive brands
Price
4P - Price
- The location where there is a floating population
→ Central Location(Myongdong, Apgujeoung,Gangnam etc)
- Providing a wide and comfortable atmosphere
thanks to a spacious room & window display
→ utilizing the space marketing strategy
8
Place
4P - Place
- No reproduction
Small quantity batch production
No advertising
Supporting
an eco-friendly campaign
9
Promotion
4P - Promotion
Customer Relationship Management
10
■ Newsletter
If customers want to get ZARA NEWSLETTER every week,
They can apply for it through HOMPAGE.
MANGO
Competitors MANGO
Competitors UNIQLO
UNIQLO
■ Weakness
- Expensive price comparing to competitive brands
- Non-reflection of cultural characteristics for each country
■ Threat
- Red ocean
→ huge amount of direct competitors and potential competitors
- The reduction of contract manufacturing
due to jump of the labor price in China.
- The competitor’s aggressive marketing
→ Using celebrities as advertising models
13
Weakness and Threat
Problem & Suggestion
■ Price
- About 20% higher price than Europe Market
- Have frequent sale promotion activities
- Distribute discount coupons for those who purchase over \150,000
■ Size
- Having different body type in each country
- Analysis each
[문서정보]
문서분량 : 18 Page
파일종류 : PPTX 파일
자료제목 : 자라 기업분석,자라경영전략사례,자라 패션마케팅,브랜드마케팅,서비스마케팅,글로벌경영,사례분석,swot,stp,4p
파일이름 : [2000원] 자라 기업분석,자라경영전략사례,자라 패션마케팅,브랜드마케팅,서비스마케팅,글로벌경영,사례분석,swot,stp,4p.pptx
키워드 : 자라,기업,자라경영전략사례,패션마케팅,브랜드마케팅,서비스마케팅,글로벌경영,사례,swot,stp
자료No(pk) : 14072951
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