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ZARA
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Outline
Introduction of Zara
International Market
STP Strategy
4P Analysis
Customer Relationship Management
Competitors MANGO, UNIQLO
Weakness and Threat
Problem & Suggestion
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Introduction of Zara
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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
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International Market
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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
Di…(생략)
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MANGO
Competitors MANGO
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Competitors UNIQLO
UNIQLO
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■ 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
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Weakness and Threat
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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
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