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

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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