Internationalization Strategy
Strategic goal is build a global multinational apparel retail After nearly, from easy to difficult From low risk to high risk, low degree of control to high degree of control .
Brand Introduction
◆ Establish more than 2000 clothing Chain store in 56 countries all over the world now.
◆Entered into Hong Kong in 2004, Shanghai in 2006, Beijing in 2007.
1、 Brand Introduction
1
◆ ZARA is a subsidiary of Spain's Inditex group.
◆ Established in 1975 in Spain . ◆ A clothing brand. ◆ Specialized in ZARA brand clothing chain retail
zara的品牌策略分析
Content
1 Introduction of ZARA 2 Strategic Management 3 ZARA' s Business Model 4 Supply Chain Management 5 Challenges from Competitor 6 Strategic Recommendations
tangible value:high turnover,net margin,market capitalization intangible value:customer loyalty,brand recognition
➢Product Development
A Large Design Team react rather than predict over 400 people 12000 styles per year
consumer’s deep demand.
3、The Success in Chinese Market
◆ It is already one of China's retailers ,whose trade is the highest revenue and profits.
◆ It's profit is four times than that of the other domestic apparel enterprises.
Cost Leadership Strategy
Do not discount policy
a small number but variety styles clothes
Differentiation Strategy
Differentiation of product innovation
Differentiation of product service
3
ZARA'S BUSINESS MODEL
➢GOALS
Short Lead Time
More Fashionable Clothes
Lower Quantities More Styles
Scarce Supply More Choice
➢ Basic Components
Concept
maintain design,production and distribution process that will enable Zara to respond quickly to shifts in consumer demands
Capabilities
product development, strategic partnerships and cost of production, advertising and marketing, information and communication technologies
Value Drivers2、Brand Characte Nhomakorabeaistics
◆ Create the mode of Precise Fashion . ◆ “Dell computer in fashion industry“. ◆ Become a flag in the fashion apparel industry. ◆ The integrity between the its brand spirit and the
Corporate Strategy
Competitive Strategy
Internationalization Strategy
Corporate Strategy
★very clear business scope —“Fast Fashion Retail”.
★ Developmental strategies ★ Market development strategy
Production development strategy.
Spanish domestic market
European Market
Middle East and Asian markets
Internationalization
Market development strategy
Competitive Strategy
◆ Chinese market is one of the most profitable market. The whole sales in the Chinese market is even more than that of the United States market.
2 Strategic Management