Case Study Zara

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S00504051 Global Marketing Management Contents International profile of retailer 2 Reasons for internationalizing 2 Market Screening 3 Market Selection 5 Perceptual Map 9 Bibliography: 10 Appendices 11 International profile of retailer Zara is a fashion retail flagship brand of the Spanish group Inditex which has an international presence. Currently there are approximately 2000 Zara stores all over the world, and is one of the fastest growing retail brands in the world, with sales increasing approximately 25% over the past few years. Zara produces about 10,000 new designs each year. Zara started expanding its international presence in 1980 when it started its expansion In Porto, Portugal. Eventually…show more content…
In this case Zara is high priced but has good quality products as compared to its competitors. Recommendation Zara should invest in China, and open retail centers there mainly deparment stores since there as an emerging demographic which Is interested in purchasing semi-luxury goods and has increasing disposable income. There is also a large population, and a large percentage of women retailers. Bibliography: 'Apparel Retail Industry Profile: China' 2014, Apparel Retail Industry Profile: China, pp. 1-33, Business Source Complete, EBSCOhost, viewed 05 October 2014. 'CHINA RETAIL REPORT' 2014, China Retail Report, 6, 4, pp. 1-76, Business Source Complete, EBSCOhost, viewed 31 October 2014. Carmen Lopez Ying Fan, (2009),"Internationalisation of the Spanish fashion brand Zara", Journal of Fashion Marketing and Management: An International Journal, Vol. 13 Iss 2 pp. 279 – 296 Christopherliechty (2014). Christopher Liechty :: Experiments :: Culture Map. [online] Available at:…show more content…
Retail Opportunities in China. [online] Available at: [Accessed 5 Oct. 2014]. Sirkeci, I. (2009) International Marketing, Pearson Education Sherman, A. (2001). Fast track business growth. Washington, DC: Kiplinger Books. Tian, X. (2007). Managing international business in China. Cambridge: Cambridge University Press. Dawson, J., Larke, R. and Mukoyama, M. (2006). Strategic issues in international retailing. London: Routledge. Tokatli, N 2008, 'Global sourcing: insights from the global clothing industry–the case of Zara, a fast fashion retailer', Journal Of Economic Geography, 8, 1, pp. 21-38, Business Source Complete, EBSCOhost, viewed 31 October 2014 Matherly, L, & Richards, C 2013, 'ZARA: Chic and Fast Fashion', Journal Of Strategic Management Education, 9, 2, pp. 81-98, Business Source Complete, EBSCOhost, viewed 31 October 2014. Appendices International profile of retailer The founder Amancio Ortega opened the first Zara store in La Coruna, Galicia, Spain in 1975. In the 1980’s Zaras design, distribution and manufacturing process started adapting to react to newer trends, and started forming the basis of ‘instant fashion’. Zara used information technologies and groups of

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