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ZARA案例分析ppt课件.ppt

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“HowdidZaraCapturetheChineseMarket?”WhatisMarketingManagement? OverviewZara Zara’sSuccess:ItsBusinessModel Marketingenvironment: ChinaMarketingEnvironment MarketAttractiveness LearningfromCompetitors:H&MandEspritinChina SWOTAnalysis:ThreatsandOpportunities KeySuccessFactorstoentertheMarket StrategicRecommendations Business,logisticandmarketingstrategy WhatisMarketingManagement?Fromchoosingtargetmarketsandbuildingprofitablerelationshipswiththem?????TargetMarketingValueandSatisfactionBusiness Theworld’sfastestgrowingfashionretailerofSpanishBrand Ranksamongthethree“globalwinners”withGapandH&M Compellingmixoffashion,priceandquality Firststorein1975.Today536storeswithin30countriesworldwide 199openingsin2009 Financials Sales:€4.5Bnin2008 Internationalsales60%oftotalturnoverBusinessModelTheindustryEnvironmentMarketattractivenessLearningfromCompetitors: H&MandEspritinChinaSWOTanalysis:ThreatsandOpportunitiesKeySuccessFactorsStrategicRecommendationstoCapturetheChineseMarketBusinessStrategyLogisticsStrategyMarketingStrategyPromotion PromotiontargetedatincreasingawarenessaboutZaraandtheconceptof‘Fashionatgreatvalue’ Useofprintandtelevisionmedia Tieupwithcollegestosponsortheirfestivalstoincreaseawarenessand‘catchthemyoung’ Place SetupfactoryintheFactoriesarea Findatleastmorethen5storesinthebigcities. OpenZarastoresinthemostshoppingavenueandbigmalls.ThankYouForYourAttention